国外善因营销研究文献主题挖掘与研究热点分析  

A Text Mining-based Review of Foreign Research Topics and Hotspots of Cause-related Marketing

作　　者：吕俐佼 Gretchen Kalonji Lv Lijiao;Gretchen Kalonji(Sichuan University Institute for Disaster Management and Reconstruction,Chengdu Sichuan 610065)

机构地区：[1]四川大学灾后重建与管理学院,四川成都610065

出　　处：《对外经贸》2024年第7期85-88,共4页FOREIGN ECONOMIC RELATIONS & TRADE

基　　金：2023年国家社会科学基金西部项目“韧性治理视域下应急物资储备社会协同机制与路径研究”(项目编号:23XGL017)。

摘　　要：当今企业普遍注重社会责任的理念,善因营销已经成为企业增强品牌信任、提升品牌资产的有效途径。采用文本挖掘方法对2014—2022年的CRM文献中的高质量英文文献进行分析并总结归纳研究主题与热点趋势,确定了CRM领域的四个最新研究热点,即消费者对CRM推广的感知和响应,品牌与事业/产品与事业/消费者与事业的契合度,CRM战略的执行特征,以及宏观和中观层面的CRM相关问题。这项研究提供了过去近十年CRM研究趋势的整体观点,为善因营销研究提出了未来研究方向,以期随着CRM实践的发展,为更有针对性和更有效的研究贡献提供指导。The concept of social responsibility is widely emphasized in today's enterprises,and causative marketing has become an effective way for enterprises to enhance brand trust and enhance brand assets.Using text mining methods,high-quality English literature in CRM literature from 2014 to 2022 was analyzed,and research topics and hot trends were summarized.Four latest research hotspots in the CRM field were identified,namely consumer perception and response to CRM promotion,the fit between brand and business/product and business/consumer and business,the execution characteristics of CRM strategy,and macro and meso level CRM-related issues.This study provides an overall perspective on CRM research trends over the past decade and proposes future research directions for causative marketing research,with the aim of providing guidance for more targeted and effective research contributions as CRM practices develop.

关 键 词：善因营销 文献综述 文本挖掘 研究热点 主题聚类 

分 类 号：F2[经济管理—国民经济]