数字经济时代电子商务人才培养的发展趋势和展望——基于CiteSpace和VOSviewer的可视化分析

Development Trends and Prospects of E-Commerce Talent Cultivation in the Digital Economy Era—A Visualization Analysis Based on CiteSpace and VOSviewer

摘要: 数字经济的兴起显著改变了商业运作的模式，随着在线交易平台和数字支付系统的普及，对具备高级专业技能和管理能力的电子商务人才需求日益增加。本文借鉴CiteSpace和VOSviewer可视化分析软件，对文献数据进行年发文量、发文机构、发文作者、期刊载文分布及高频关键词可视化图谱等分析，旨在分析当前电子商务人才培养的热点和趋势，以此探讨数字经济时代电子商务人才的研究路径。研究发现：(1) 政策引导与技术赋能构成领域发展的双轮驱动力，电子商务人才培养研究轨迹与数字经济战略周期高度同步；(2) “技术驱动–模式创新–区域适配–学科融合”的多维协同格局已然形成；(3) 当前研究仍存在核心作者跨团队协作稀疏、机构间“实践–理论”整合不足、技术迭代与课程开发周期错位等结构性矛盾，制约人才培养对产业动态需求的实时响应能力。

Abstract: The rise of the digital economy has profoundly transformed business models, with the proliferation of online trading platforms and digital payment systems driving an increasing demand for e-commerce professionals equipped with advanced technical skills and managerial competencies. Leveraging visualization tools CiteSpace and VOSviewer, this study analyzes literature data through metrics such as annual publication volume, institutional and author contributions, journal distributions, and keyword co-occurrence networks, aiming to identify current research hotspots and trends in e-commerce talent cultivation and explore future pathways in the digital economy era. Key findings include: (1) Policy guidance and technological empowerment form dual driving forces for the field, with research trajectories in e-commerce talent cultivation closely aligned with national digital economy strategies. (2) A multi-dimensional collaborative framework integrating “technology-driven innovation, model evolution, regional adaptation, and interdisciplinary convergence” has emerged. (3) Structural challenges persist, including limited cross-team collaboration among core authors, gaps between institutional theory and practice, and misalignment between rapid technological advancements and curriculum development cycles, collectively hindering real-time responsiveness to dynamic industry needs.