Journal of Jishou University(Natural Sciences Edition) ›› 2020, Vol. 41 ›› Issue (6): 80-90.DOI: 10.13438/j.cnki.jdzk.2020.06.015

• Economics • Previous Articles     Next Articles

A Review of Chinese Agricultural Product Brand Based on Mapping Knowledge Domains

SHI Xiaochun,WEN Hao,WANG Jingjing,CHEN Chen   

  1. (1. School of Business, Hunan University of Humanities, Science and Technology, Loudi 417000, Hunan China; 2. School of Economics, Hunan Agricultural University, Changsha 410128, China; 3. Hunan Loudi Xiaoyou Outdoor Development co. LTD, Loudi 417000, Hunan China)
  • Online:2020-11-25 Published:2021-02-04

Abstract: Based on the relevant theories of mapping knowledge domain, the literature concerning Chinese agricultural product brands realized visible analysis by CiteSpace software and the hot element, evolution process and trend of agricultural product brands research were analyzied by Netdraw software which described The results illustrated that the focuses were brands attribute structure and effectiveness, brand evaluation, brand constructin. The evolution path of the research content reflects the characteristics of different stages, which conforms to the adjustment of national policies and changes of economic and social development. There are few scholars and institutions specializing in agricultural products bands research. The close cooperation was not set up among these scholars and institutes. Future research should further improve the basic theory and research method of agricultural products brand, expand the depth and breadth of agricultural products brand research, and establish a close academic research network.

Key words: brand of agricultural products, knowledge mapping domains, research focus, research path, research trends

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