Research Article
The Choice of Marketing in the E-commerce Era Based on the Bibliometric and Visualized Analysis
@INPROCEEDINGS{10.4108/eai.17-6-2022.2322840, author={Yuzi Zhang and Wei Zhang and Yunxuan Yao}, title={The Choice of Marketing in the E-commerce Era Based on the Bibliometric and Visualized Analysis}, proceedings={Proceedings of the International Conference on Information Economy, Data Modeling and Cloud Computing, ICIDC 2022, 17-19 June 2022, Qingdao, China}, publisher={EAI}, proceedings_a={ICIDC}, year={2022}, month={10}, keywords={citespace; electronic commerce; marketing strategy}, doi={10.4108/eai.17-6-2022.2322840} }- Yuzi Zhang
Wei Zhang
Yunxuan Yao
Year: 2022
The Choice of Marketing in the E-commerce Era Based on the Bibliometric and Visualized Analysis
ICIDC
EAI
DOI: 10.4108/eai.17-6-2022.2322840
Abstract
Under the background of the rapid development of e-commerce, how to choose the correct marketing path is an important issue that needs to be faced to enhance the competitiveness of enterprises. This paper adopts the bibliometric method and uses the visual analysis tool CiteSpace to visually analyze the related literature in the field of e-commerce in the Web of Science database from 2017 to 2022, and we evaluated and analyzed the current research hotspots from the perspective of marketing. The research results show that the current research in the field of e-commerce presents the following characteristics: (1)E-commerce research has ushered in the second peak in the past five years. (2) The count and centrality of research keywords in the field of e-commerce are not consistent. (3) It focuses on the analysis of online reviews; big data; urban logistic; technology acceptance mode; trust; consumer loyalty,etc. (4) The current research trends, frontiers and marketing priorities should be based on platform; last-mile delivery; brand experience and security according to the burst. By matching the above academic hotspots with their own core competitiveness, enterprises can boost their own development.