基于国际主流管理与经济类期刊中品牌管理研究现状及发展趋势的知识图谱分析

The Knowledge Mapping Analysis in Research Status and Development Trend of Brand Management Theories Based on Main International Management and Economics Journals

品牌管理理论是企业品牌发展的指导纲要,中国自主品牌的崛起,需要国内外优秀的品牌管理经验。本文精选了自2011年1月至2020年9月期间发表在国际主流管理与经济类核心刊物上有关品牌管理的651篇论文,先后从主流期刊、期刊来源、热点主题、研究方法、特定主题和研究空白六个角度对10年间的品牌管理论文进行了综合分析。通过分析,找到了国际主流品牌管理研究中研究主题的总体概况,热点主题的变化趋势,特定主题的研究现状,以及研究的不足与空白,为今后国内的品牌管理理论研究提供了参考和建议。

Brand management theory is the guidance of brand development in enterprises and organizations.To develop Chinese self-owned brands needs excellent brand management experiences,both domestic and international.Hence,based on previous research,this study collected and analyzed 651 papers on brand management published between January 2011 to October 2020 on international mainstream and core journals on management and economics.In this study,a macro analysis on these papers is made in five aspects-mainstream journals,origin of journals,hot topics,research methodologies and specific topic.Through this study,the overall situation of international brand management research,the trend of hot topics,the circumstances of specific topic,and the limits and blanks are found to provide reference and suggestions to Chinese brand management research in the future.