数字经济背景下电子商务应用型人才培养的热点演进与优化路径——基于CiteSpace和VOSviewer的文献计量分析

Hotspots Evolution and Optimization Paths in the Training of E-Commerce Applied Talents under the Digital Economy—A Bibliometric Analysis Based on CiteSpace and VOSviewer

摘要: 数字经济背景下，电子商务应用型人才培养面临产业需求与教育供给的结构性矛盾。为精准把握电子商务应用型人才培养领域的研究脉络、热点演化规律与前沿方向，本文以CNKI数据库2016~2025年401篇核心文献为研究对象，运用CiteSpace与VOSviewer工具开展关键词的可视化分析。结果显示，模块化Q值为0.8596，加权平均轮廓值S为0.9592，聚类结构显著，共形成16个核心聚类；领域内已形成以“人才培养”为核心，以“应用型人才”“培养模式”“产教融合”“课程体系”为关键支柱的研究框架，热点演化呈现清晰的三阶段特征，并分化出五大主题集群。基于关键词的可视化挖掘结果，本文选取培养模式创新、课程体系重构、产教协同机制、人才定位适配四大核心主题进行深度阐述，并提出对应的优化路径，为电子商务应用型人才培养的理论研究与实践改革提供实证参考。

Abstract: Under the backdrop of the digital economy, a structural contradiction exists between industry demands and educational supply in the training of e-commerce applied talents. To accurately grasp the research context, evolutionary patterns of hotspots, and frontier directions in this field, this study takes 401 core publications from the CNKI database between 2016 and 2025 as its research objects and employs CiteSpace and VOSviewer tools to conduct a visualization analysis of keywords. The results show a modularity Q value of 0.8596 and a weighted average silhouette S value of 0.9592, indicating a significant cluster structure with a total of 16 core clusters formed. Within the field, a research framework has been formed with “talent cultivation” at its core and “application-oriented talents” “cultivation models” “industry-education integration” and “curriculum systems” as its key pillars. The evolution of research hotspots exhibits three distinct stages, branching into five major thematic clusters. Based on the visualization mining results of keywords, this paper selects four core themes—innovation in training models, reconstruction of curriculum systems, mechanisms for industry-education collaboration, and alignment of talent positioning—for in-depth elaboration. Corresponding optimization paths are proposed to provide empirical references for theoretical research and practical reform in the training of e-commerce applied talents.