In this paper, 499 articles published in the Chinese Social Sciences Citation Index (CSSCI) database from 1998 to 2017 are selected as samples. By using the methods of bibliometric and knowledge map analysis, the research status of the literature trend, the author and the organization are discussed. The Citespace is used to map the citations and key words, and the knowledge base, the hot spot and the trend of the research field of publishing marketing are analyzed. The results show that China's publishing marketing experience has a clear development context, and the research focuses on China's publishing market, marketing strategy, marketing theory and the application of new media technology. The marketing innovation research combining traditional marketing with big data and other new technologies will become the focus of future research.%本文以1998—2017年中文社会科学引文索引(CSSCI)数据库中收录的499篇出版营销相关文献为样本展开分析.采用文献计量与知识图谱分析方法,从发文趋势、作者以及机构探析研究现状,使用Citespace绘制引文及关键词知识图谱,分析出版营销研究领域知识基础、研究热点与趋势.结果显示,我国出版营销经历清晰的发展脉络,研究热点集中于中国出版市场、营销策略、营销理论与新媒体技术应用.传统营销理论与大数据等新技术结合的营销创新研究将成为未来研究的重点.
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