Scientific Measurement and Visualization Analysis of International Omni-channel Retailing Research (2011-2020)-Research on Knowledge Graph-Based on Co-word Analysis

Abstract

With the development of digital technologies such as cloud computing, big data, and 5G, omni-channel retailing has become the direction of the retail industry reform. To understand the research context, hot spots, and future development trend of global omni-channel retailing in the past decade and provide a reference for relevant research, this paper collects relevant articles in the WOS database from 2011 to 2020, uses the co-word analysis method to make statistics and analysis on keywords, and uses Bicomb, Spss and Excel software to conduct cluster analysis and strategic coordinate analysis on omni-channel retailing research. The results show that the research on omni-channel retailing logistics and supply chain, the research on omni-channel integration and management, and the research on omni-channel digital marketing and consumer behavior are the three hot areas of omni-channel retailing research. In the future, the mixed methods combining quantitative researches (such as machine learning, artificial neural network, and quantitative model) with qualitative research (such as case research and interviews) can be used from a mixed perspective of consumers and retailers to conduct in-depth research on the operation mechanism and the decision-making mechanism of omni-channel retailing and the interdisciplinary research combining omni-channel and organizational management.