Research Hotspots and Frontier Analysis of Digital Marketing in China

Abstract

Digital marketing is the main marketing method and development trend of enterprises in the era of digital economy. The study of digital marketing is of great significance to the practice of digital economy in China. This paper takes the digital marketing papers published by CNKI database from 2012 to 2022 as the research object, analyzes the authors, publishing institutions and keywords, shows the temporal and spatial distribution characteristics and research hotspots of digital marketing research in China, and tracks the most cutting-edge research issues by the CiteSpace tool to draw a visual knowledge graph. The development momentum of digital marketing in China is good, but it needs to be strengthened the cooperative relationship between authors and institutions. The research hot topic is mainly the strategy research in different fields, which needs to be further deepened. The focus of future research is mainly on community, intelligence, diversification and virtual reality.