私域进化之路:从空间概念到营销“新宠”——基于文献计量工具的私域研究演进特征分析  

Evolution of Private Sphere:From Space Concept to Marketing"New Favorite"——Analysis of the Evolution Characteristics of Private Sphere Research Based on Bibliometric Tools

作　　者：吴杭雨 沈滢[1] WU Hangyu;SHEN Ying(School of Economics and Management,Changchun University of Technology,Changchun 130102,China)

机构地区：[1]长春工业大学经济管理学院,吉林长春130102

出　　处：《科技创新与生产力》2025年第1期56-60,共5页Sci-tech Innovation and Productivity

摘　　要：私域研究近年来成为营销领域的热点话题。梳理私域研究经历的发展历程与演变情况,或许对私域未来的发展有所帮助和启发。本文借助CiteSpace和NoteExpress等计量文献分析软件,对CNKI数据库中1994年至2023年有关私域的文献进行了梳理。研究认为,目前私域研究的发展经历研究早期、过渡期以及成熟期,并对各阶段的研究特征予以细致总结,得出目前私域研究发生了两点重大转变。一方面,在使用语境上,由早期以个人为中心的私人领域转变为以企业为中心的流量场域;另一方面,在应用范围上,由原本分散于多个社会学科中纯粹的场域概念转变为更侧重于营销领域的重点关注对象。伴随私域与社交媒体的深度融合,尽管直观上当今私域是以企业为核心构建的,但基于社交媒体构建的私域,本质上是企业与消费者共同构建的交易空间,构建良好的客户关系才是推进私域营销健康发展的关键。The study of Private Sphere has become a hot topic in the field of marketing in recent years.Reviewing the development and evolution of Private Sphere research may be helpful and inspiring for the future development of Private Sphere.This paper uses CiteSpace and NoteExpress and other bibliometric literature analysis softwares,to review the relevant literature on Private Sphere in the CNKI database from 1994 to 2023.It is believed that the development of Private Sphere research has gone through the early stage,transition stage,and mature stage,and a detailed summary of the research characteristics of each stage has been made,leading to the conclusion that there have been two major changes in the current research on Private Sphere.On the one hand,in terms of usage context,it has shifted from the early focus on the individual-centered Private Sphere to the enterprise-centered traffic field;on the other hand,in terms of application scope,it has shifted from the pure field concept dispersed in multiple social sciences to a focus on the marketing field.With the deep integration of Private Sphere and social media,although it is intuitive that today's Private Sphere is built with enterprises as the core,the essence of Private Sphere built based on social media is the trading space jointly built by enterprises and consumers;building a good customer relationship is the key to promote the healthy development of Private Sphere marketing.

关 键 词：私域 市场营销 社交媒体 客户关系 计量文献分析 

分 类 号：F724.6[经济管理—产业经济]