基于知识图谱的我国品牌拟人化设计研究热点及前沿态势分析

Analysis on Research Hotspots and Frontier Situation of Brand Anthropomorphic Design Based on Knowledge Map in China

中文关键词: 品牌拟人化设计  知识图谱  文献计量  前沿态势  人机交互

英文关键词: brand anthropomorphic design  knowledge map  bibliometrics  frontier situation  human-computer interaction

中文摘要:

      目的 应用科学知识图谱，探究我国品牌拟人化设计研究现状与热点，明晰我国品牌拟人化设计的研究前沿态势及发展创新方向，为品牌拟人化设计相关研究和创新实践提供参考借鉴。方法 利用CiteSpace和VOSviewer文献计量软件，以2003—2023年中国知网数据库收录的“品牌拟人化设计”相关研究文献319篇为样本，结合文献内容分析对作者与研究机构分布特征、研究内容演化、

英文摘要:

      The work aims to explore the current status and hotspot of brand anthropomorphic design research in China by applying scientific knowledge map and clarify the research frontiers and innovative directions, to provide reference for research and innovation practice related to brand anthropomorphic design. With 319 literature related to the "brand anthropomorphic design" from 2003 to 2023 included in China National Knowledge Infrastructure as the data source, combined with the literature content analysis, CiteSpace and VOSviewer were used to conduct visual analysis of distribution characteristics of authors and research institutions, research content evolution, Keywordclustering, Keywordcitation bursts and strategic coordinate map and discuss the research status, research hotspots and frontier situation of brand anthropomorphic design in China. China's brand anthropomorphic design research has grown rapidly over the past two decades, and has gone through three research phases of exploration, expansion and depth, while the close cooperation between researchers and research institutions has yet to be strengthened. This research theme gradually transforms from the brand personality level to the brand emotion, human-computer interaction, social media and other diversified levels of extension and the artificial intelligence anthropomorphic interaction, robot service failure, product anthropomorphic interaction and anthropomorphic brand attitude have become focuses of research in this field. The frontier development of China's brand anthropomorphic design research is centered on digital intelligence-enabled design, and is being pushed forward in three directions of brand anthropomorphic design based on human-computer interaction, brand anthropomorphic design based on visual identity and brand anthropomorphic design based on consumer perception.