Review and Prospect of Retailing Channel:A Perspective of Knowledge Map Theory

China Business and Market - - NEWS - CHEN Yuan-gao and YANG Shui-qing

(Zhejiang University of Finance and Economics,Hangzhou310018,China) Abstract:The change of customer demand and development of emerging information technologies facilitates the continuous reformation and innovation of retailing channel. The retailing business models are under constant transformation and the structure of channel is evolving from single-channel to multi-channel,and omni-channel. The implementations and innovation of retailing industry promote the development of research topics and hotspots. Based on the theory of knowledge map,the authors focus on the scientometrics analysis and visualization presentation of the retailing channel literatures in CNKI and Clarivate Web of Science database from 2007 to 2016 with the implementation of Citespace. Furthermore,according to the comprehensive analysis of highly cited papers,co- authors network,cited paper network,keywords cluster,burst detection and co- cited papers,the authors find that:in recent years,with the exploration and innovation in the practice of retailing enterprises,namely from single channel to multichannel,to omni- channel,and to new retail,research on retailing channel and hotspots are changing continuously. In the future,with the further development of retailing practice,research on customers’cross- channel behaviors and channel integration performance,the optimization of channel decision in new retailing,and new channel scenario and retailing service will be the new hotspots of channel related research.

Key words:retailing channel;channel integration;data-drive;new retailing;knowledge map

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