基于BERTopic模型的我国电商网络营销领域主题识别研究

Research on Topic Identification in China’s E-Commerce Online Marketing Based on the BERTopic Model

摘要: 在数字经济时代背景下，电子商务的蓬勃发展催生了网络营销模式的持续革新。随着互联网技术迭代与用户消费习惯的深度线上化，电商网络营销已从单纯的信息推送转向多元化、精准化与互动化的战略布局。在此背景下，如何有效整合媒介资源、优化营销策略以提升品牌竞争力与用户转化率，成为学界与业界共同关注的核心议题。本研究以2016至2025年间中国知网中与我国电商网络营销领域的13,931篇学术论文为分析对象，运用BERTopic深度主题模型对该领域的主题进行挖掘并分析。研究识别出10个主题，为我国电商网络营销领域的演进提供了量化分析框架，并对未来全局智能化与规范化治理等发展方向进行了展望。

Abstract: In the context of the digital economy era, the rapid development of e-commerce has driven continuous innovation in online marketing models. With the iteration of internet technology and the deep online shift in consumer habits, e-commerce online marketing has evolved from simple information dissemination to a diversified, precision-oriented, and interactive strategic framework. Under this backdrop, how to effectively integrate media resources, optimize marketing strategies, and enhance brand competitiveness and user conversion rates has become a core issue of mutual concern for academia and industry. This study analyzes 13,931 academic papers on China’s e-commerce online marketing field from CNKI between 2016 and 2025, employing the BERTopic deep topic model to explore and analyze the field’s themes. The research identifies 10 themes, providing a quantitative analytical framework for the evolution of China’s e-commerce online marketing field and offering insights into future directions such as global intelligentization and standardized governance.