Comparative Analysis of Marketing Research between China and United Kingdom

Abstract

This paper conducts clustering, potential semantic indexing, comparison, and inductive analysis of research papers on marketing between China and the UK from January 2020 to September 2024. The study found that the Chinese marketing research focuses on digital transformation, policy impact, value co-creation, and emerging e-commerce models. In contrast, the UK marketing research focuses more on sustainability, technology integration, real-time research, and personalized marketing strategies. The study also found that there were few marketing articles published in Chinese and CSSCI journals in China, while the SSCI journals published in English were 62 times more than in Chinese. According to the research, digital marketing and data-driven decision-making, diversified marketing channels, sustainability and circular economy, technological innovation and cutting-edge technology application, meta-universe and blockchain technology, AI + marketing development, brand building, and international market expansion will become the research hotspots in the field of marketing in the future. The research suggests that China should strengthen the construction of an academic marketing platform, and China and the UK should strengthen cooperation in marketing research, learn from each other’s strengths, and jointly give full play to their advantages in technology application, market and economy, strategy and innovation, and social media, to contribute to global economic development and marketing research.