深入理解营销渠道研究的过去和未来

为了洞悉营销渠道研究中过去和未来最有价值的文献和研究议题,挖掘渠道研究未来可能的研究方向和研究机会,本文借用引证研究法定量分析了营销渠道研究的发展趋势和演化轨迹。研究结果显示,在营销渠道研究的过去63年中学者们主要提出了18个具有重要价值的研究议题,同时,通过定量分析探寻出该研究领域中最具影响力的20篇文献,并揭示出在未来相当一段时间内渠道关系、线上渠道和渠道治理等议题将会成为研究的新热点。研究结果有助于帮助相关学者从理论上厘清关于营销渠道我们知道些什么、过去做了些什么和未来还需要探索些什么。

The past and the future of a deeper understanding of the marketing channel

In order to investigate the most valuable literatures and research topics in the past, this paper reveals the possible future research direction and opportunities on marketing channel in the past 63 years by using citation-based approach. The paper analyzes quantitatively the development and evolution of the research topics and hot spots of marketing channel. These results show that the scholars have proposed 18 dynamic research issues in the past 63 years and this paper, through analyzing the 20 most influential publications in the marketing channel which have important values and have completely changed their research direction from a strategic perspective to the operation, reveals that the future research opportunities and issues could be included in the channel relationship, online channel and channel governance, etc. The research results will assist the academics and practitioners by revealing what we know about service research in the past and what we need to know in the future.