基于文献计量的老字号品牌研究现状与热点分析

Research Status and Hotspot Analysis of Time-Honored Brand Based on Bibliometrics

总结老字号品牌的研究现状与研究热点,为后续学者开展相关研究及管理部门制定决策提供参考。本文运用CiteSpace可视化分析功能,对1999—2022年CNKI中收录的有关老字号品牌研究的核心文献进行了文献计量分析。老字号品牌研究经历了“萌芽—发展—成熟”三个阶段;该研究领域的发文作者数量较多,稳定的核心作者群已经形成,研究队伍结构相对健全,但学者间合作较少;研究机构发文量普遍偏少,机构之间缺乏紧密的学术合作;《商业经济研究》《包装工程》《青年记者》等是主要载文期刊;当前的研究热点主要集中于老字号品牌衰败的原因及其对策、老字号品牌创新、老字号品牌活化、消费者对老字号品牌的态度与购买意愿这四个方面。研究团队间有待加强合作,要开展更多的高质量研究;科研立项部门应鼓励管理类高质量期刊设置老字号品牌研究专栏,推动学者开展更深层次的研究。

To provide reference for subsequent scholars to carry out relevant research and departments to make decisions,this study summarized the research status and hotspot of time-honored brands.By using the visual analysis function of CiteSpace,this study conducted bibliometric analysis on core literature of time-honored brands in CNKI from 1999 to 2022.The results show that the research of time-honored brands has gone through three stages:germination,development,and maturity.There are many authors in this research field,and a stable core author group has been formed,but there is less cooperation among scholars.The number of papers issued by research institutions is generally too small,and there is a lack of close academic cooperation between them.Journal of Commercial Economics,Packaging Engineering,and Youth Journalist are the main journals.The current research focuses on the causes of the decline of time-honored brands and its countermeasures,the innovation of time-honored brands,the activation of time-honored brands,and consumers'attitude and purchase intention towards time-honored brands.Collaboration between research teams should be strengthened to carry out more high-quality research.Research project departments need to encourage high-quality management journals to set up time-honored brand research columns promoting scholars to carry out deeper research.