Visual analysis of domestic and foreign Omni-channel retail research based on knowledge graph

Abstract

With the prevalence of e-commerce and the decline of traditional retail channels, the retail and manufacturing industries have expanded their sales channels. Omni-channel retail has become a “new star” in the retail industry and a research focus. Because the literature research content of omni-channel retail is complicated and large, in order to sort out the research results in this field, it is convenient for future scholars to study omni-channel retail. This paper uses Citespace software to conduct quantitative and visual analysis of “CNKI” and “Omni-Channel” research literature in WOS (web of science) from 2009 to 2019. Research findings: First, with the constant changes in research hotspots in the retail field, omni-channel retail has also continued to develop. Second, the “omni-channel” research method focuses on qualitative research, and quantitative research focuses on specific issues such as “consumer purchasing behavior” and specific issues such as procurement pricing. Third, with the further development of omni-channel retail, consumer purchasing behavior research, retail marketing system construction research, integration of warehouse operations and design suitable for omni-channel operation, and omni-channel e-logistics and distribution will become omni-channel research. The direction is worthy of attention.