中文摘要：

在考虑话题衍生效应的基础上,探究话题衍生特征对整个话题传播的影响方式和影响程度,并进一步借助自组织特征映射神经网络对衍生效应下新产品推广话题的传播变化趋势进行聚类分析,真实刻画出新产品推广微博话题的传播过程。聚类分析结果显示,衍生效应下新产品推广微博话题传播过程可分为爆发型、缓进型、锯齿型和后进型,并在此研究成果之上给企业的新产品推广提出了具有针对性的营销建议。

英文摘要：

Based on the derivative effects,this paper explored how and to which extent that the topic derived characteristics effect the spread of the topic. Then,on the basis of self-organizing feature map neural network,the cluster analysis was conducted to confirm the change trend of the spread of micro-blog topics of new product promotion,in order to describe the spread process of micro-blog topics of new product promotion. Cluster analysis results showed that the spread process of micro-blog topics of new product promotion can be divided into four types,namely,eruption model,chronic model,continued model,and post continued model. Finally,some targeted marketing suggestions were proposed to promote the new products.