Current Situation and Hotspot of Domestic Agricultural Product Brand Research—Visual Analysis Based on Bibliometric Analysis

DOI

10.2991/assehr.k.200826.018How to use a DOI?

Keywords

Agricultural products brand, Visual analysis, Cluster analysis, Social network analysis

Abstract

To understand the domestic research present situation and the hotspot in t-he field of agricultural products brand, adopting the method of literature metrology, com-prehensive utilization of NoteExpress, SPSS, Ucient, Netdraw software, such as making a map visualization, and further research in the field of cluster analysis, multidimensional scaling analysis and social network analysis, in order to more accurately grasp the main research direction in the field of domestic agricultural products brand research. The results show that the research field of agricultural products brand in China involves six categories, including regional brand of agricultural products, marketing strategy of green agricultural products, marketing strategy of agricultural products and branding strategy of agricultural products. Research hotspots include “geographical indications”, “agricultural products brands”, “regional agricultural products brands”, “brand building”, “characteristic agricultural products” and other research directions.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Gao Kai
AU  - Chen Jiaying
AU  - Liu Yimin
PY  - 2020
DA  - 2020/08/28
TI  - Current Situation and Hotspot of Domestic Agricultural Product Brand Research—Visual Analysis Based on Bibliometric Analysis
BT  - Proceedings of the 2020 4th International Seminar on Education, Management and Social Sciences (ISEMSS 2020)
PB  - Atlantis Press
SP  - 84
EP  - 91
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.200826.018
DO  - 10.2991/assehr.k.200826.018
ID  - Kai2020
ER  -