中国大陆品牌管理研究现状及发展趋势——基于国内主要期刊论文的内容分析

Research Status and Development Trend of China's Brand Management——Based on the Analysis of the Major Domestic Papers

本文回顾了2000-2015年期间发表在中国国内管理类和经济类核心期刊上有关品牌管理的论文,对搜集到的682篇论文进行了内容分析和比较研究。本文首先分别从热点期刊、热点主题和研究方法三个角度对这16年间的品牌管理论文进行了总体概况分析。然后,基于时间序列,将国内品牌管理的研究进程划分为探索期、成长期和成熟期三个阶段,并描述了各阶段的研究热点、研究方法的变化趋势。最后,通过网络图分析发现,其中的品牌研究热点主题与研究方法间存在一定的相关关系。基于对上述问题的研究,本文提出了国内品牌管理已有研究的不足和空白,并为以后的研究提供了方向和建议。

This paper reviews domestic brand management papers accounting to 557, which published on core journals of the management class and economy class during the period of2000-2012. Based on these papers, this paper focuses on content analysis and comparative studies. First of all, according to detailed analysis of three aspects: hot journals, hot topics, research methods, this article depicts a general overview of domestic brand management in this period.Then based on the time series, the study of domestic brand management can be divided into three stages: exploration stage、growth stage and maturity stage from which this paper concludes the changes of trends concerning hot topics and research methods. Finally, through correspondence analysis, it turns out that there exists a certain correspondence relationship between the hot topics and research methods. According to the research on these issues, this paper concludes the blank of current domestic brand management and provides new directions and recommendations for future research.