社交媒体对企业营销的影响——基于CiteSpace的文献可视化分析

The Impact of Social Media on Business Marketing—Literature Visualization Analysis Based on CiteSpace

本文借助可视化软件CiteSpace,针对社交媒体对企业营销影响研究的基本状况(含发文量、作者、研究机构)、研究热点、演化路径进行了详细分析。研究发现:近年来,信息时代的快速发展推动着社交媒体的更新迭代,社交媒体在如今已不仅仅是一个交流平台,众多企业需要的知识、信息呈现在里面,包括市场、运营模式、员工知识共享等方面,它不仅影响着企业的整体,还影响着企业产品、品牌等各方面的营销,企业通过社交媒体发布营销信息,大量用户通过社交媒体了解到,比企业在线下的营销速度和效果都更快更好,当企业把相关信息发布在社交媒体上时,顾客的言论影响着企业未来的路径,对于企业营销有着重要意义。该领域的发文量呈增长趋势,但学者之间、机构之间的合作网络还不够紧密,缺乏良好的合作,现有研究主要围绕互联网、数字经济时代进行分析研究,对于具体的社交媒体和企业缺乏针对性研究。未来应该夯实理论基础,丰富实证研究,进一步拓展和深化社交媒体企业营销的研究。

With the aid of visualization software CiteSpace, this paper analyzes the basic status of the research on the influence of social media on enterprise marketing, including the volume of articles, authors, research institutions, research hotspots and evolution paths. The study found that in recent years, the rapid development of the information age has driven the renewal of social media, social media in today is not only a communication platform, knowledge and information required by many enterprises are presented in it, including market, operation mode, employee knowledge sharing, etc. It not only affects the whole enterprise, but also affects the marketing of enterprise products, brands and other aspects. Companies publish marketing information through social media, a large number of users have learned through social media that marketing is faster and better than what companies can do offline, and that when companies post relevant information on social media, what customers say can influence the path of the company in the future, has the vital significance regarding the enterprise marketing. The number of papers published in this field is on the rise, but the cooperation network among scholars and institutions is not close enough, and there is a lack of good cooperation. The existing research mainly focuses on the analysis and research of the Internet and the digital economy era, and there is a lack of targeted research on specific social media and enterprises. In the future, we should consolidate the theoretical basis, enrich the empirical research, further expand and deepen the research of social media enterprise marketing.