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| Hot Point Change, Trend Analysis and Future Research Prospects in Product Line Research (1978～2019) |
| JIAO Yuanyuan，LI Yuhang，LI Zhihui |
| 1.Nankai University, Tianjin, China； 2.Zhenzhou University, Zhengzhou, China |
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Abstract Product lines enable companies to meet heterogeneous consumer demand and capture a larger market share, which is an important means for companies to enhance their competitive advantages. This study uses a combination of qualitative and quantitative methods to sort out the lineage and hotspots of product line research. Although there is a very rich literature on product line research and its development has incorporated a multidisciplinary approach, domestic research has not paid enough attention to the field and lacks literature review on the entire field, so it is difficult to conduct research based on the actual situation of Chinese enterprises and make valuable guidance recommendations. In response to these current situations, future research directions in this field are discussed from four aspects: multidisciplinary integration, sustainable development, digital economy, and the Chinese context.
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Received: 10 August 2020
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