Bibliometrics of Brand Communication: The Trend of Research Frontiers

Sun Ying; Feng Gang-ping; Lian Si-ting

doi:10.12052/gdutxb.160113

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Bibliometrics of Brand Communication: The Trend of Research Frontiers

更新时间：2026-05-27

- Bibliometrics of Brand Communication: The Trend of Research Frontiers
- Vol. 34, Issue 2, Pages: 97-102(2017)
- 作者机构：
- 作者简介：
- 基金信息：
- DOI：10.12052/gdutxb.160113
  CLC： F279.23
- Online First：09 March 2017，
  
  Published：2017
- 稿件说明：
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孙莹, 冯冈平, 练思婷. 文献计量下品牌传播发展趋势分析及研究[J]. 广东工业大学学报, 2017, 34(2): 97-102.

Sun Ying, Feng Gang-ping, Lian Si-ting. Bibliometrics of Brand Communication: The Trend of Research Frontiers[J]. 2017, 34(2): 97-102.
孙莹, 冯冈平, 练思婷. 文献计量下品牌传播发展趋势分析及研究[J]. 广东工业大学学报, 2017, 34(2): 97-102. DOI： 10.12052/gdutxb.160113.

Sun Ying, Feng Gang-ping, Lian Si-ting. Bibliometrics of Brand Communication: The Trend of Research Frontiers[J]. 2017, 34(2): 97-102. DOI： 10.12052/gdutxb.160113.

摘要

采用文献计量基本定律和可视化软件，通过收集2001~2016年《CNKI期刊全文数据库》中739篇品牌传播主题研究的文献，采用定量统计方法分析品牌传播领域发展现状，运用CiteSpaceⅢ软件研究著者情况和热点领域，利用战略坐标图预测品牌传播未来发展趋势.研究发现，国内品牌传播研究发文量整体呈上升趋势，核心作者间合作较少但关系较固定，今后研究热点和方向主要集中在“品牌架构”、“品牌战略”和“新媒体传播”等方面，而“城市品牌传播”、“网络社区传播”等是比较新颖的研究内容.

Abstract

Using the fundamental method of bibliometric analysis and visualization software

literature about brand communication in China National Knowledge Internet (CNKI) from 2001 to 2016 is collected and the basic development status of brand communication analyzed by the quantitative statistical method. Using the CiteSpaceⅢ software to study the authors and the hotspot field

and using the strategic coordinate map

the future development trend of the brand communication is forecast. The study shows that the amount of domestic brand communication research issued had an overall upward trend

with less cooperation among the core authors

but they have more fixed relationship; research institutions had less cooperation. At present

the hotspot and main areas of brand communication focus on "brand architecture"

"brand strategy" and "new media" and the novel research content about brand communication is "brand communication of city" and "community transmission". This study is significant to understand and analyze the development of brand communication and the trend of brand communication in China. Therefore

it may have significance in deepening an international research in brand communication.

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references

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