本文選題：市場營銷 + 知識圖譜　； 參考：《華東師范大學(xué)》2015年碩士論文

【摘要】：知識圖譜作為一種有效的知識管理工具,因其能夠形象地可視化出學(xué)科研究熱點、研究前沿等而備受專家學(xué)者的喜愛。目前知識圖譜已應(yīng)用于在多個學(xué)科領(lǐng)域中,但在管理學(xué)中目前只應(yīng)用于圖書情報學(xué)科中。市場營銷作為管理學(xué)中一個重要的主題學(xué)科,在國內(nèi)經(jīng)歷了近四十余年的發(fā)展后,已取得了可喜的研究成果。目前國內(nèi)對市場營銷領(lǐng)域研究多集中于其某個具體細(xì)分主題的探討,而對于整個學(xué)科的研究寥寥無幾,采用的研究方法也是專家通過文獻(xiàn)回顧來定性總結(jié)。本文以2000-2014年的WOS和CSSCI中國內(nèi)外市場營銷學(xué)領(lǐng)域期刊論文為研究對象,首先對國內(nèi)外市場營銷研究的基本狀況作出了了解,從發(fā)文時間分布、載文期刊分布、研究作者、研究機構(gòu)及機構(gòu)合作率角度進行了統(tǒng)計分析,發(fā)現(xiàn)國內(nèi)外市場營銷研究的載文分布均有三個明顯的階段,為2000-2004年、2005-2009年、2010-2014年。在此表現(xiàn)特點下,本研究在熱點動態(tài)研究時按照以上三個階段來分段深入研究,借助SPSS21.0,分別繪制了國內(nèi)外市場營銷研究2000-2004年、2005-2009年、2010-2014年的高頻關(guān)鍵詞知識圖譜,并進行了研究熱點發(fā)展的對比分析。接著,本文又通過文獻(xiàn)共被引分析法,借助Citespace Ⅱ?qū)鴥?nèi)外市場營銷研究分別進行了前沿探測。最后,本研究在總結(jié)分析結(jié)論的基礎(chǔ)上,為中國市場營銷領(lǐng)域的研究發(fā)展提出建議。
[Abstract]:As an effective knowledge management tool, knowledge map is popular among experts and scholars for its ability to visualize the research hotspot and research frontier. At present, knowledge map has been applied in many disciplines, but only in library and information science in management. Marketing, as an important subject in management, has achieved gratifying results after more than 40 years of development in China. At present, the domestic research on the marketing field is mostly focused on a specific subdivision of the subject, but the research on the whole subject is very few, and the research methods are also summarized qualitatively by experts through literature review. This paper takes the WOS and CSSCI journals in China from 2000 to 2014 as the object of study. Firstly, the basic situation of marketing research at home and abroad is understood, from the distribution of publication time, the distribution of published journals, the author of the study. From the point of view of cooperation rate of research institutions and institutions, it is found that there are three distinct stages in the distribution of papers in marketing research at home and abroad, from 2000-2004 to 2005-2009 and 2010-2014. According to the above three stages and SPSS 21.0, this study draws the high-frequency keyword knowledge map of domestic and foreign marketing research from 2000-2004 to 2005-2009 to 2010-2014. A comparative analysis of the development of research hotspots is also carried out. Then, by the method of co-citation analysis, this paper carries on the frontier exploration of marketing research at home and abroad with the aid of Citespace 鈪，

本文編號：1913458