基于CiteSpace的农村电商研究热点与趋势可视化分析

Research Hotspots and Trends Visualization Analysis of Rural E-Commerce Based on CiteSpace

摘要: 在数字经济与乡村振兴战略背景下，农村电商逐渐成为推动农业农村现代化的重要路径。基于中国知网(CNKI)数据库2014~2025年相关文献，运用CiteSpace6.4.R1软件对农村电商领域进行可视化分析，从发文量、作者与机构分布、关键词共现、聚类及突现等方面系统梳理研究热点与演进趋势。结果表明：农村电商研究整体呈现由快速增长向内涵深化转变的趋势，研究热点主要集中于乡村振兴、电商扶贫、农村物流与人才培养等方面；研究演进经历了基础探索、扶贫导向与高质量发展三个阶段，当前正向数字经济与数商兴农等方向延伸。同时，研究网络中数字经济与农村治理、人才培养与产业链融合等主题之间联系相对薄弱。未来应加强跨主题交叉研究，推动农村电商研究由应用层面向机制层面深化。

Abstract: Under the background of digital economy and rural revitalization strategy, rural e-commerce has gradually become an important path to promote agricultural and rural modernization. Based on relevant literature from the CNKI database from 2014 to 2025, CiteSpace6.4.R1 software was used to conduct visual analysis in the field of rural e-commerce, systematically summarizing research hotspots and evolutionary trends from aspects such as publication volume, author and institutional distribution, keyword co-occurrence, clustering, and prominence. The results show that rural e-commerce research as a whole exhibits a trend of shifting from rapid growth to deeper connotation, with research hotspots mainly focusing on rural revitalization, e-commerce poverty alleviation, rural logistics, and talent cultivation. The research evolution has gone through three stages: basic exploration, poverty alleviation orientation, and high-quality development, and is currently extending towards directions such as digital economy and digital commerce-driven rural revitalization. Meanwhile, the connections between digital economy and rural governance, talent cultivation, and industrial chain integration in the research network remain relatively weak. Future efforts should strengthen cross-topic interdisciplinary research to deepen rural e-commerce studies from the application level to the mechanism level.