数字化转型驱动下电商智能运营研究的热点与趋势(2019~2024)——基于CiteSpace的知识图谱分析

Research Hotspots and Trends of E-Commerce Intelligent Operations Driven by Digital Transformation (2019~2024)—Knowledge Graph Analysis Based on CiteSpace

摘要: 电子商务智能运营是数字化转型背景下提升企业核心竞争力的关键环节，对其研究热点与趋势的探索有助于系统揭示数字化技术与商业运营深度融合的内在机制与发展路径。基于中国知网(CNKI)数据库，选取2019~2024年间相关主题的学术文献，运用CiteSpace知识图谱分析方法，识别电商智能运营研究领域的时空分布、热点主题与前沿动态，并梳理其演进路径。研究发现：近五年来电商智能运营研究呈现持续快速增长态势；研究主题逐渐聚焦于“数字经济”“电子商务”“数字化转型”“跨境电商”“精准营销”等领域；演化路径体现出从初期技术应用探索，逐步拓展至运营全流程智能化，最终指向决策支持与商业模式创新的发展趋势。本研究可为该领域的后续学术研究提供方向借鉴与策略参考。

Abstract: Intelligent e-commerce operations serve as a pivotal element in enhancing enterprises’ core competitiveness within the context of digital transformation. Investigating its research hotspots and trends contributes to systematically uncovering the intrinsic mechanisms and developmental pathways of the deep integration between digital technologies and business operations. Based on the China National Knowledge Infrastructure (CNKI) database, this study selects academic literature on relevant topics from 2019 to 2024 and employs CiteSpace-based knowledge graph analysis to identify the spatiotemporal distribution, hot topics, and cutting-edge dynamics within the field of intelligent e-commerce operations research, while also delineating its evolutionary trajectory. The findings reveal that research on intelligent e-commerce operations has exhibited sustained and rapid growth over the past five years. The research themes have progressively concentrated on areas such as “digital economy”, “e-commerce”, “digital transformation”, “cross-border e-commerce”, and “precision marketing”. The evolutionary pathway reflects a transition from initial explorations of technological applications to the expansion of intelligence across entire operational processes, ultimately advancing toward decision support and business model innovation. This study can provide directional insights and strategic references for future academic research in this field.