我国市场营销学科自主知识体系构建研究——基于2013—2022年市场营销学科主文献的CiteSpace可视化分析

Research on Independent Knowledge System Construction of Marketing Discipline in China

主文献体系建设对中国哲学社会科学构建具有重要作用。以2013—2022年市场营销学科175篇主文献为数据基础,以信息可视化软件CiteSpace为研究手段,对我国市场营销学科的知识图谱结构进行可视化分析,绘制市场营销研究的发文作者、研究机构、关键词共现、关键词时区及关键词突现等图谱来探寻市场营销领域的发展脉络与热点演化。研究结果显示:发文作者对理论类研究较为缺乏且作者间的合作不甚密切;研究机构以高校为主,跨机构合作强度不大;产品类型、企业社会责任等是近年来市场营销学科主文献中的高频关键词以及8个关键词聚类研究热点。树立核心作者群并加强发文作者与机构之间的合作、根植中国大地、增强对市场营销的理论研究是主要建议。

The construction of the main literature system plays an important role in the construction of philosophical and social sciences in China.Taking 175 pieces of main literature in marketing discipline from 2013 to 2022 as the data base,and using the information visualization software CiteSpace as the research tool,this paper makes a visual analysis of the structure of the knowledge graph of China's marketing discipline,and draws the maps of the author of the published articles,research institutions,keyword co-occurrence,keyword time zone and keyword emergence of the marketing research to explore the development and hotspot evolution of the marketing field.The results of the study show that the authors of published articles lack theoretical research and the cooperation among authors is not very close;the research institutions are mainly colleges and universities,and the intensity of cross-institutional cooperation is not very strong;product types,corporate social responsibility are the high-frequency keywords and eight keywords clustering research hotspots.The main suggestion is establishing a core group of authors and strengthening the cooperation between authors and institutions,taking root in China,and enhancing the theoretical research on marketing.