近四十年来中国品牌传播研究的知识图谱体系建构——基于中国知网(CNKI)的数据可视化分析

自20世纪80年代以来,我国品牌传播研究从依附到独立、从独立到探索、从探索到繁荣,硕果累累。文章以中国知网(CNKI)数据库中收录的主题为“品牌传播”的期刊文献为研究对象,利用数据库和引文空间(CiteSpace)软件的数据可视化功能,对20世纪80年代以来我国品牌传播的研究热点和发展态势进行梳理、分析,概括了中国品牌传播研究萌芽探索期(20世纪80年代—1998)、磅礴发展期(1999—2017)、成熟繁荣期(2018—)三个不同时期的中心性关键词和研究热点,并以研究脉络为依据,阐述了中国品牌传播的发展面貌和发展趋势。

The Knowledge Map Construction of Chinese Brand Communication Research in the Past 40 Years——Data Visualization Analysis Based on CNKI

TSince 1980, the brand communication research in China has become an independent research field. Through persistent effort,the research in this field has been enriched and become prosperous. This study collects periodical literature with the theme of“brand communication”in CNKI database, and uses the data visualization function of CNKI database and CiteSpace software tosummarize and analyze the current research orientations and development trends of brand communication. The developmentperiod can be categorized into three phases, the embryonic stages(1980s—1998), developing stages(1999—2017) and maturingstages(2018—). This research identified the keywords and hot issues from each period, and further illustrated the outlook ofChinese brand communication and development trends.