新世纪以来国内外市场营销研究的知识图谱分析

发布时间：2018-05-20 06:01

  本文选题：市场营销 + 知识图谱　； 参考：《华东师范大学》2015年硕士论文

【摘要】：知识图谱作为一种有效的知识管理工具,因其能够形象地可视化出学科研究热点、研究前沿等而备受专家学者的喜爱。目前知识图谱已应用于在多个学科领域中,但在管理学中目前只应用于图书情报学科中。市场营销作为管理学中一个重要的主题学科,在国内经历了近四十余年的发展后,已取得了可喜的研究成果。目前国内对市场营销领域研究多集中于其某个具体细分主题的探讨,而对于整个学科的研究寥寥无几,采用的研究方法也是专家通过文献回顾来定性总结。本文以2000-2014年的WOS和CSSCI中国内外市场营销学领域期刊论文为研究对象,首先对国内外市场营销研究的基本状况作出了了解,从发文时间分布、载文期刊分布、研究作者、研究机构及机构合作率角度进行了统计分析,发现国内外市场营销研究的载文分布均有三个明显的阶段,为2000-2004年、2005-2009年、2010-2014年。在此表现特点下,本研究在热点动态研究时按照以上三个阶段来分段深入研究,借助SPSS21.0,分别绘制了国内外市场营销研究2000-2004年、2005-2009年、2010-2014年的高频关键词知识图谱,并进行了研究热点发展的对比分析。接着,本文又通过文献共被引分析法,借助Citespace Ⅱ对国内外市场营销研究分别进行了前沿探测。最后,本研究在总结分析结论的基础上,为中国市场营销领域的研究发展提出建议。
[Abstract]:As an effective knowledge management tool, knowledge map is popular among experts and scholars for its ability to visualize the research hotspot and research frontier. At present, knowledge map has been applied in many disciplines, but only in library and information science in management. Marketing, as an important subject in management, has achieved gratifying results after more than 40 years of development in China. At present, the domestic research on the marketing field is mostly focused on a specific subdivision of the subject, but the research on the whole subject is very few, and the research methods are also summarized qualitatively by experts through literature review. This paper takes the WOS and CSSCI journals in China from 2000 to 2014 as the object of study. Firstly, the basic situation of marketing research at home and abroad is understood, from the distribution of publication time, the distribution of published journals, the author of the study. From the point of view of cooperation rate of research institutions and institutions, it is found that there are three distinct stages in the distribution of papers in marketing research at home and abroad, from 2000-2004 to 2005-2009 and 2010-2014. According to the above three stages and SPSS 21.0, this study draws the high-frequency keyword knowledge map of domestic and foreign marketing research from 2000-2004 to 2005-2009 to 2010-2014. A comparative analysis of the development of research hotspots is also carried out. Then, by the method of co-citation analysis, this paper carries on the frontier exploration of marketing research at home and abroad with the aid of Citespace 鈪，

本文编号：1913458