中国情境下品牌管理研究的文献计量分析  

A Bibliometric Analysis of Brand Management Research in China

作　　者：李海廷[1] 周启龙 曹永智[1] LI Hai-ting;ZHOU Qi-long;CAO Yong-zhi(Economics and Management School,Yantai University,Yantai 264005,China)

机构地区：[1]烟台大学经济管理学院,山东烟台264005

出　　处：《烟台大学学报（哲学社会科学版）》2021年第5期110-116,共7页Journal of Yantai University(Philosophy and Social Science Edition)

基　　金：山东省社会科学规划研究项目“自媒体时代危机事件对旅游目的地品牌信任的影响研究”(21CGLJ38)。

摘　　要：基于品牌战略已上升为国家战略层面的宏观背景,使用CiteSpace软件对1949年至2019年间国内外学者的中国情境下品牌管理研究文献进行可视化文献计量分析,呈现学者间和学术机构间的合作网络,定位研究进程中的关键文献,展现中国情境下品牌管理研究轨迹,探寻研究的前沿与热点。分析发现,国际学者对中国情境下品牌管理的相关研究日趋增多,但国内学者的研究热度却出现下降,未来应强化本土品牌理论研究以讲好中国品牌故事;学者间和机构间合作广泛但不紧密,未来应积极展开跨国协作、深化合作关系、拓展研究视野;研究轨迹可划分为“符号”“竞争工具”“伙伴”及“自我”四个阶段,且在“伙伴”与“自我”阶段的相关研究正日趋增加;未来学者可对品牌拟人化、价值共创等主题展开深入研究。Based on the background that brand strategy has been elevated to the level of national strategy,this paper uses CiteSpace to conduct a visualized bibliometric analysis for domestic and foreign scholars’literature on brand management in the Chinese context between 1949 and 2019,to present the cooperation network among scholars and academic institutions,locate the key literature in the research process,show the research evolution of brand management in the Chinese context,and explore the frontiers and hotspots of the research.The analysis finds that,firstly,the research of brand management in the Chinese context by foreign scholars is increasing while domestic scholars’enthusiasm for the research is decreasing,and thus the local brand theory research should be strengthened in the future to tell the Chinese brand story better;secondly,the cooperation among scholars and institutions is extensive but not close enough.Therefore the transnational collaboration should be carried out,cooperation be deepened and research horizons be expanded in the future;thirdly,the research can be divided into four stages including“symbol”,“competitive tool”,“partner”and“self”,and related researches on“partners”and“self”stages are increasing;finally,scholars can conduct in-depth research on brand anthropomorphism,value co-creation and other topics in the future.

关 键 词：品牌战略 品牌管理 CITESPACE 知识图谱 

分 类 号：F713.50[经济管理—市场营销]