User Experience Design and Brand Marketing Research in China: A Bibliometric Analysis

With the continuous development of China's social and economic development, the rising production and supply capacity, and the competition between enterprises continues to intensify, corporate marketing activities pay more and more attention to the role of consumer participation. At the same time, 'how to create a strong brand' has also become one of the most hotly debated topics among enterprises today. Currently, the experience economy is on the rise globally, and the role of user experience in brand marketing is being paid more and more attention. Although China scholars have repeatedly researched in this field, yet few research have yet further sorted out the association between user experience and brand marketing, and summarized and analyzed them through knowledge mapping tools in China. Therefore, this paper selects journal articles included in China Knowledge Network (CNKI) since the starting year of user experience and brand association research from year 2006 to October 2022 as the research objects via scientific bibliometric methods, and uses CiteSpace visual literature analysis software for comprehensive analysis. The results show that: 1) domestic research on user experience and brand started in year 2006; 2) the keyword co-occurrence analysis based on knowledge graph indicates that the research mainly focuses on user experience, consumer and brand, consumer, and brand image; and 3) the knowledge maps suggest that the research on the connection between experience design and brand marketing is relatively scattered, with low cooperation density, and no large disciplinary team has been formed yet.