基于CNKI-CiteSpace的我国营销渠道策略研究知识图谱分析

Knowledge Graph Analysis of China’s Marketing Channel Strategy Research Based on CNKI-CiteSpace

摘要: 渠道战略既是整个市场与营销体系的主要部分，也是公司取得市场竞争优势、制胜于企业的重要基础。此研究基于CiteSpace可视化分析软件，以中国知网(CNKI)数据库中1997~2023年期间，主题词为“渠道策略”检索的941篇中文期刊论文为研究对象，进行数据挖掘，绘制知识图谱并进行可视化分析。从文献学的视角揭示国内渠道策略研究的基本特征、研究热点和研究前沿。结果表明：第一，渠道策略目前以及未来仍旧是营销策略领域的研究热点，各学科融合发展背景下，提倡跨学科、跨领域的合作；第二，国内营销渠道研究热点较为广泛，当前研究热点主要包括双渠道、全渠道、电子商务等；第三，国内营销渠道策略研究大致可以分为三个阶段，即初期的渠道策略研究、电子商务时代的渠道策略研究和新零售时代的渠道策略研究。

Abstract: Channel strategy is not only the main part of the whole market and marketing system, but also the important basis for the company to obtain market competitive advantage and win over the enterprise. This research is based on CiteSpace visual analysis software, and takes 941 Chinese journal papers retrieved from the CNKI database during 1997~2023 with the theme word “channel strategy” as the research object to carry out data mining, draw knowledge map and carry out visual analysis. From the perspective of philology, this paper reveals the basic characteristics, research hotspots and research frontiers of domestic channel strategy research. The results show that: First, channel strategy is still a research hotspot in the field of marketing strategy at present and in the future. Under the background of the integration and development of various disciplines, interdisciplinary and cross-field cooperation is advocated. Second, the domestic marketing channel research hotspot is relatively extensive, the current research hotspot mainly includes dual-channel, omni-channel, e-commerce, and so on. Third, the research of domestic marketing channel strategy can be roughly divided into three stages, that is, the initial channel strategy research, the e-commerce era channel strategy research and the new retail era channel strategy research.