The Knowledge Mapping Analysis Of Domestic And International Marketing Research Since 21 Century

As an effective knowledge management tools, knowledge mapping is popular among experts and scholars since it can vividly visualize the interdisciplinary research focus, research frontier etc. For now, it has been widely used in a number of subject areas. However, it has been only applied to library and information disciplines in Management.As a management discipline, marketing has already been an important theme after almost forty years’development in China. But currently the field of marketing research focused too much on one of its specific segments, very few for the entire discipline. And most of them comes from experts’qualitative review of literatures.In this paper, we use marketing papers from 2000 to 2014 in the field of domestic and international database:WOS and CSSCI. Firstly, we understand the basic situation of domestic and international marketing research in a statistical analysis point of view from dispatch time, the distribution of journals, study authors, research institutions and agencies’cooperation rate. During this we found that both of domestic and international marketing researching papers’distribution can be divided into three distinct phases, for 2000-2004,2005-2009,2010-2014. With this performance characteristics, we separately draw knowledge mappings of hot topics in 2000-2004, 2005-2009,2010-2014 using SPSS 21.O.Then, we detecte the marketing forefront of domestic and foreign with co-citation analysis of the literatures using Citespace II. Finally, we give some recommendations for research and development in the field of marketing in China based on the analysis before.