国内品牌社群研究现状与发展:轨迹、主题与学术群体

Status Quo and Development of Domestic Brand Community Research: History, Topics and Academic Group

本文选取2004~2016年间CNKI中以品牌社群为主题的研究性期刊论文,以SATI、UCINET 6、NetDraw、CiteSpace等为数据分析和可视化工具,通过时间分布揭示该领域发展的阶段特征;通过来源分布及内容分析明确该领域所涉及的学科概况;利用高频关键词的网络图和时区图,揭示该领域的研究内容分布,明晰其发展轨迹;通过核心作者综合指数计算、合作情况分析、机构分析揭示该领域研究的人物关系及核心团队;最后,从研究态势、跨学科情况和合作情况三方面对国内品牌社群研究进行总结与展望。

The article use the methods of scientometric and data analysis (based on SATI, UCINET 6, NetDraw and CiteSpace) on research articles about the theme of brand community in the CNKI from 2004 to 2016 to sort out the domestic development of this field. The stage characteristics of the development of the field are revealed by the time distribution;The distribution of disciplines in the field is clarified by the source of the journal and content analysis;The research content distribution of the field and the development context are revealed by using high-frequency keyword co-occurrence network diagram and timezone map;The character relationship and the core teams of the field are revealed by the core author’s comprehensive index calculation, cooperation analysis and institutional analysis;Finally, it is the summary and prospect of the research on the domestic brand community.