The Development Of Chinese And Foreign Digital Marketing Communications Research Focus ——Knowledge Graph Analysis Based On CNKI And WOS Database

Since Dan Steinbock first started digital marketing communication research in1999,Digital Marketing Communication(DMC)research has gone through more than two decades.This research aims to describe the overall situation of the Digital Marketing Communication research through literature Knowledge Graph analysis,analyze the changes in the research hotspots of Digital Marketing Communication in the past 20 years,and provide a certain degree of data support and subject development suggestions for the formation of a better theoretical system and the promotion of talent training and practical development.This research adopts the Knowledge Graph method in Bibliometrics,mainly collects the "Digital Marketing Communication(DMC)" related journal documents collected by Web of Science and CNKI database during 2000-2020.After data cleaning,8,857 papers in English and 30,346 papers in Chinese are obtained.The author uses Python,Gephi and Excel to perform text mining,social network analysis and visualization processing from the three dimensions of knowledge unit,knowledge relationship and knowledge transition of the knowledge map,and analyzes the various knowledge elements of Chinese and foreign digital marketing communication papers in turn,about(1)knowledge Unit dimension,including distribution of annual publication volume,distribution of main institutions,authors and journals,distribution of subject attribution,distribution of high publication countries and regions,distribution of funding funds or projects;(2)Knowledge relationship dimension,with high frequency literature keyword ranking,high Cited paper analysis,high-frequency literature keyword co-word network drawing(3)Knowledge change dimension,including high Page Rank keywords,research method terms,research theory terms,The annual word frequency changes involving the keywords of "marketing" and "advertising".This research mainly finds that the changes in the research hotspots of digital marketing communication are reflected in three aspects,including(1)From content analysis to user-generated content: Chinese and foreign scholars pay more and more attention to content research;(2)From Twitter to Instagram: Digital marketing communication research keep up with popular platforms;(3)From social network analysis to machine learning: Big data research methods are booming.The differences between Chinese and foreign digital marketing communication research are reflected in five aspects,including(1)the number of domestic publications has declined in 2014-2020;(2)domestic marketing and advertising new terms are easier to promote;(3)foreign research pays more attention to children;(4)Foreign research pays more attention to public health issues;(5)The interdisciplinary characteristics of foreign research are more obvious.The domestic Digital Marketing Communication research mainly faces two major problems.One is the serious pursuit of hotspots,lacking theoretical innovation and construction,and the other is the demand as the main research orientation,ignoring the pursuit of social value.The recommendations of this study include:(1)Replace the original advertising vision with the vision of marketing communication;(2)Focus on research related to corporate social responsibility;(3)Focus on the digital marketing communication problems of minority groups;(4)Focus on the emerging Internet medical care Application;(5)Support institutions with weak subject resources to study characteristic research directions.