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Prospects of Omni-Channel Marketing from the Perspective of Complex Networks: A CiteSpace Knowledge Graph Analysis

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DOI: 10.23977/ieim.2023.060917 | Downloads: 25 | Views: 350


Zhifang Zhan 1, Yuhe Huang 1, Jiawen Xiang 1, Lei Hou 2, Hui Wang 3


1 School of Business Administration, Hunan University of Technology and Business, Changsha, Hunan, 410205, China
2 School of Business, Hunan International Economics University, Changsha, Hunan, 410205, China
3 School of Humanities and Management, Hunan University of Chinese Medicine, Changsha, Hunan, 410208, China

Corresponding Author

Lei Hou


With the rapid development of internet technology and mobile devices, omni-channel marketing has become an important trend in modern marketing. This paper conducts a knowledge graph analysis on the research prospects of omni-channel marketing from the perspective of complex networks. This paper conducts big data analysis on hot spots and frontiers of complex network research using CiteSpace Visual analysis based on literatures from 2012 to 2022 in Web of Science. The results show that: (1) There is still considerable research prospect for complex network research related to omni-channel marketing, and the cooperation between different institutions is relatively close; (2) The hot topics of complex network research related to omni-channel marketing are: "Network", "Social structure", "Model", "Supply chain management"; (3) The clustering results of complex network research related to omni-channel marketing can be summarized into three aspects: social, complexity and optimization. This study has certain reference value for grasping the knowledge base, research hotspots of complex network and exploring the latest research frontiers of omni-channel marketing from the perspective of complex networks.


Complex Network, Omni-Channel Marketing, CiteSpace, Co-occurrence Map, Visual Analysis


Zhifang Zhan, Yuhe Huang, Jiawen Xiang, Lei Hou, Hui Wang, Prospects of Omni-Channel Marketing from the Perspective of Complex Networks: A CiteSpace Knowledge Graph Analysis. Industrial Engineering and Innovation Management (2023) Vol. 6: 118-126. DOI:


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