基于知识图谱的中国品牌理论演进研究
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摘要
以研究对象为标准，可以把品牌科学研究划分为两类：一是以品牌活动为对象的研究；二是以品牌理论为对象的研究。以品牌活动为对象的研究，在中国已有近20年的发展历史，迄今形成了蔚为壮观的知识成果。在此背景下，本文以品牌理论为研究对象，引入知识图谱理论和方法，系统探讨中国品牌理论发展的内在规律，发现其知识基础、主干理论的知识结构与演进路径，揭示研究热点和研究前沿，评价主流学术群体及其代表人物，探索并构建品牌学及其理论体系。
首先，在中国品牌理论知识结构与知识基础的知识图谱研究中，以1998～2011年CSSCI源刊发表的4806篇论文和24960条参考文献为数据，采用关键词共现和聚类分析方法，绘制和分析品牌主干理论的网络图谱，揭示品牌主干理论的动态知识结构及在不同发展阶段的主题变化；以发展阶段和研究维度相结合，构建出关键演进路径分析模型，分别从文献关键词逐年变化的趋势、研究主题的演进路径以及时间的演进顺序等三个视角，宏观的确立了品牌主干理论的关键演进路径；绘制和分析文献共被引知识图谱，揭示中国品牌理论的知识基础。
其次，在中国品牌理论研究热点和研究前沿的知识图谱研究中，以2007～2011年CSSCI源刊发表的2256篇论文和17750条参考文献为数据，结合文献共被引网络图谱中高被引频次文献的内容分析和施引文献的关键词共现网络图谱分析，揭示品牌理论的研究热点和主要研究领域；绘制文献共被引聚类知识图谱，结合被引文献的内容分析和施引文献的主题词及其关键词的词频内容分析，发现品牌理论研究前沿形成了“核心-衍生-边缘”等3个层次19个研究主题的格局。
再次，在中国品牌理论研究的主流学术群体与代表人物的知识图谱研究中，以1998～2011年4806篇CSSCI源刊中所出现的5462位作者和8267个关键词为数据，基于引文分析、共现分析和社会网络分析等方法，绘制和分析了核心作者群合著社会网络以及基于2-模网络模型的“作者-主题词”共现网络，发现并评价了中国品牌理论研究的高影响力作者、主流学术群体、派系及其代表人物。
最后，在界定品牌的内涵、外延及其概念间关系的基础上，提出了一个实验的操作性品牌定义及全面品牌管理模型；依据理论形成的内在机制及理论的构成状况，提出了品牌科学分类的标准和框架，构建了品牌学学科体系，探讨并提出了品牌学理论体系建构的一般范式、框架及其“学科-研究-对象”三维动态结构。
On the basis of research object, the brand scientific research can be divided intotwo categories: one is brand activities as the object of study; second is brand theory asthe object of study. To brand activities as the object of study, development history fornearly20years in China, it has formed a spectacular knowledge results. In thisbackground, brand theory as the research object, the dissertation introducesscientometrics theories and methods, explores the inherent law of theory evolution ofChinese brand theory, finds that the knowledge base, the knowledge structure of maintheory and evolution path, reveals the frontier hot spots, evaluation of the mainstreamacademic group and its representatives, explores and builds a subject system of brandsciences.
The first, the dissertation draws and analyzes network mapping of main theory ofbrand theory, reveals dynamic knowledge structure of main theory of brand theoryand theme change at different stage of development based on keywords co-occurrenceand cluster analysis method, based on4806papers and24960references data ofCSSCI source journal published from1998to2011, in scientometrics research ofknowledge structure and knowledge base of Chinese brand theory; builds keyevolutionary path analysis model by combining development stage and researchdimension, establishes key evolutionary path of main theory of brand theoryrespectively from the literature keyword change trend year by year, the evolution pathof research themes from three perspectives as well as the evolution of time sequence;draws and analyzes co-citation document mapping, reveals knowledge base ofChinese brand theory.
The second, the dissertation reveals research hotspots and main research field ofbrand theory in combination with content analysis of highly cited frequency literaturefrom mapping of documents co-citation network and mapping analysis on keywordsco-occurrence network, based on2256papers and17750references data of CSSCIsource journal published from2007to2011, in scientometrics analysis of researchhotspots and research front of Chinese brand theory; finds that research front of brandtheory forms the pattern of “core-derivative-edge” three levels and19research topics,by drawing document co-citation mapping, in combination with content analysis ofcited literature, word frequency and content analysis of subject headings and key words of citation literature.
The third, the dissertation draws and analyzes co-author network of core authorsand keywords co-occurrence network based on2-network model, discoverys andevaluates high influence authors, mainstream academic groups, faction andrepresentative personage, by means of statistics, citation, co-occurrence, socialnetwork analysis and other methods, based on5462authors and8267keywords dataof4806papers of CSSCI source journal published from1998to2011, inscientometrics analysis of mainstream academic groups and representative personageof Chinese brand theory research.
Finally, the dissertation puts forward an experimental operational branddefinition and total brand management model on the basis of defining intension andextension of brand, relationship between the concepts. Based on intrinsic mechanismof subject form and the subject composition, the dissertation puts forward brandscientific classification standard and Framework, builds discipline system of Chinesebrand sciences, explores and puts forward general paradigm of theoretical system ofbrand sciences, Basic framework and block diagram of “Discipline-research-object”on three-dimensional dynamic structure.
首先，在中国品牌理论知识结构与知识基础的知识图谱研究中，以1998～2011年CSSCI源刊发表的4806篇论文和24960条参考文献为数据，采用关键词共现和聚类分析方法，绘制和分析品牌主干理论的网络图谱，揭示品牌主干理论的动态知识结构及在不同发展阶段的主题变化；以发展阶段和研究维度相结合，构建出关键演进路径分析模型，分别从文献关键词逐年变化的趋势、研究主题的演进路径以及时间的演进顺序等三个视角，宏观的确立了品牌主干理论的关键演进路径；绘制和分析文献共被引知识图谱，揭示中国品牌理论的知识基础。
其次，在中国品牌理论研究热点和研究前沿的知识图谱研究中，以2007～2011年CSSCI源刊发表的2256篇论文和17750条参考文献为数据，结合文献共被引网络图谱中高被引频次文献的内容分析和施引文献的关键词共现网络图谱分析，揭示品牌理论的研究热点和主要研究领域；绘制文献共被引聚类知识图谱，结合被引文献的内容分析和施引文献的主题词及其关键词的词频内容分析，发现品牌理论研究前沿形成了“核心-衍生-边缘”等3个层次19个研究主题的格局。
再次，在中国品牌理论研究的主流学术群体与代表人物的知识图谱研究中，以1998～2011年4806篇CSSCI源刊中所出现的5462位作者和8267个关键词为数据，基于引文分析、共现分析和社会网络分析等方法，绘制和分析了核心作者群合著社会网络以及基于2-模网络模型的“作者-主题词”共现网络，发现并评价了中国品牌理论研究的高影响力作者、主流学术群体、派系及其代表人物。
最后，在界定品牌的内涵、外延及其概念间关系的基础上，提出了一个实验的操作性品牌定义及全面品牌管理模型；依据理论形成的内在机制及理论的构成状况，提出了品牌科学分类的标准和框架，构建了品牌学学科体系，探讨并提出了品牌学理论体系建构的一般范式、框架及其“学科-研究-对象”三维动态结构。
On the basis of research object, the brand scientific research can be divided intotwo categories: one is brand activities as the object of study; second is brand theory asthe object of study. To brand activities as the object of study, development history fornearly20years in China, it has formed a spectacular knowledge results. In thisbackground, brand theory as the research object, the dissertation introducesscientometrics theories and methods, explores the inherent law of theory evolution ofChinese brand theory, finds that the knowledge base, the knowledge structure of maintheory and evolution path, reveals the frontier hot spots, evaluation of the mainstreamacademic group and its representatives, explores and builds a subject system of brandsciences.
The first, the dissertation draws and analyzes network mapping of main theory ofbrand theory, reveals dynamic knowledge structure of main theory of brand theoryand theme change at different stage of development based on keywords co-occurrenceand cluster analysis method, based on4806papers and24960references data ofCSSCI source journal published from1998to2011, in scientometrics research ofknowledge structure and knowledge base of Chinese brand theory; builds keyevolutionary path analysis model by combining development stage and researchdimension, establishes key evolutionary path of main theory of brand theoryrespectively from the literature keyword change trend year by year, the evolution pathof research themes from three perspectives as well as the evolution of time sequence;draws and analyzes co-citation document mapping, reveals knowledge base ofChinese brand theory.
The second, the dissertation reveals research hotspots and main research field ofbrand theory in combination with content analysis of highly cited frequency literaturefrom mapping of documents co-citation network and mapping analysis on keywordsco-occurrence network, based on2256papers and17750references data of CSSCIsource journal published from2007to2011, in scientometrics analysis of researchhotspots and research front of Chinese brand theory; finds that research front of brandtheory forms the pattern of “core-derivative-edge” three levels and19research topics,by drawing document co-citation mapping, in combination with content analysis ofcited literature, word frequency and content analysis of subject headings and key words of citation literature.
The third, the dissertation draws and analyzes co-author network of core authorsand keywords co-occurrence network based on2-network model, discoverys andevaluates high influence authors, mainstream academic groups, faction andrepresentative personage, by means of statistics, citation, co-occurrence, socialnetwork analysis and other methods, based on5462authors and8267keywords dataof4806papers of CSSCI source journal published from1998to2011, inscientometrics analysis of mainstream academic groups and representative personageof Chinese brand theory research.
Finally, the dissertation puts forward an experimental operational branddefinition and total brand management model on the basis of defining intension andextension of brand, relationship between the concepts. Based on intrinsic mechanismof subject form and the subject composition, the dissertation puts forward brandscientific classification standard and Framework, builds discipline system of Chinesebrand sciences, explores and puts forward general paradigm of theoretical system ofbrand sciences, Basic framework and block diagram of “Discipline-research-object”on three-dimensional dynamic structure.
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