%0 Journal Article
%T 基于CiteSpace的绿色营销研究现状及热点分析
Green Marketing Research Status and Hot Spots Analysis Based on CiteSpace
%A 黄硕晶
%J E-Commerce Letters
%P 1534-1542
%@ 2168-5851
%D 2025
%I Hans Publishing
%R 10.12677/ecl.2025.1451433
%X 随着全球环保意识和居民生活水平不断提升，绿色营销的研究发展逐渐深化创新。为了探究我国绿色营销的研究现状、热点及趋势，进一步解决发展过程中出现的问题，本文通过CiteSpace6.4 R1软件对1995~2023年1325篇绿色营销领域文献进行了可视化分析。结论表明：绿色营销领域发文量总体呈先上升后小幅波动的趋势；核心作者之间的合作较少，核心机构间也未形成紧密的合作关系，核心机构以高校为主；研究热点主要是绿色消费、绿色壁垒、网络营销，未来研究趋势主要为绿色创新、绿色设计、绿色偏好。
With the continuous improvement of global environmental awareness and residents’ living standards, the research and development of green marketing has gradually deepened innovation. In order to explore the research status, hot spots and trends of green marketing in China and further solve the problems in the development process, this paper visually analyzes 1325 literatures in the field of urban logistics from 1995 to 2023 through CitespACE6.R1 software. The results show that the number of published documents in the field of green marketing generally increases at first and then fluctuates slightly; There is less cooperation among the core authors, and the core institutions have not formed a close cooperative relationship, and the core institutions are mainly universities. The research hotspots are mainly green consumption, green barriers, and network marketing, and the future research trends are mainly green innovation, green design, and green preference.
%K 绿色营销，
%K CiteSpace，
%K 知识图谱，
%K 可视化分析
Green Marketing
%K CiteSpace
%K Knowledge Graph
%K Visualization and Analysis
%U http://www.hanspub.org/journal/PaperInformation.aspx?PaperID=114905