CAJ | 학술논문

本文以引证研究法为基础,实证性地探讨了营销渠道研究中现在最主要的研究议题,通过定量分析营销渠道研究议题、研究热点的发展和演化,预测了渠道研究未来可能的研究方向和研究机会。研究结果显示,营销渠道中18个具有重要价值的研究议题呈动态变化,多数研究议题完成了从战略视角到操作视角的方向性转变,且呈现出不同的发展态势,同时揭示出渠道关系、线上渠道和渠道治理等议题在未来的研究机会。研究结果对广大营销渠道研究者和管理者具有一定的借鉴和参考价值。
본문이인증연구법위기출,실증성지탐토료영소거도연구중현재최주요적연구의제,통과정량분석영소거도연구의제、연구열점적발전화연화,예측료거도연구미래가능적연구방향화연구궤회。연구결과현시,영소거도중18개구유중요개치적연구의제정동태변화,다수연구의제완성료종전략시각도조작시각적방향성전변,차정현출불동적발전태세,동시게시출거도관계、선상거도화거도치리등의제재미래적연구궤회。연구결과대엄대영소거도연구자화관리자구유일정적차감화삼고개치。
Relying on citation research methods, this paper empirically tests the most heated topics in current research. Not only we quantitatively analyze the research topics on marketing channels and their developing trajectory, we also identify potential area and opportunities for future research. The results reveal 18 most important research topics and their dynamic evolution. The majority of research topics have shifted from strategic perspective to operational perspective, shedding light on future research opportunities such as channel relationship, online marketing and channel governance. Our findings provide valuable implications for scholars and practitioners.