基于CiteSpace的我国关系营销研究的知识图谱分析

ANALYSIS OF KNOWLEDGE MAPPING OF RELATIONSHIP MARKETINGRESEARCH IN CHINA BASED ON CITESPACE

关系营销是维护企业与消费者利益关系的重要前因变量,也是获取和提高企业占有率的重要手段。此研究基于CiteSpce可视化分析软件,以中国知网1998—2020期间,主题词“关系营销”检索的1250篇核心中文期刊论文为研究对象,通过发文作者和发文机构分析、关键词突显、关键词共线分析以及关键词聚类等分析,总结这一领域的研究热点、趋势以及前沿,其目的是为这一领域相关学者之后的研究提供较为清晰的思路。

Relationship marketing is an important antecedent variable to maintain the interest relationship between enterprises and consumers,and it is also an important means to obtain and improve the share of enterprises.Based on CiteSpace visual analysis software,this paper takes 1250 Chinese journal papers retrieved by CNKI from 1998 to 2020 as the research object.Through the analysis of authors and institutions,keyword highlighting,keyword collinearity analysis and keyword clustering,the research hotspots,trends and frontiers in this field are summarized The related scholars in one field provide more clear ideas.