[Purpose/Significance] This study proposes a new approach to classify scientific innovation diffusion adopters from a competitive strategy perspective in marketing, which enriches the scientific innovation diffusion research and makes their potential to be fully utilized.[Method/Process] Using a combination of bibliometric and empirical network analysis methods, the paper took three steps of construct a co-citation network, network cognitive core identification and literature topic cluster identification to build an innovation diffusion network from the original literature's citation. And based on this, it adopted the competitive strategy in marketing to conduct a new classification of adopters of scientific innovation diffusion.[Result/Conclusion] The study defines and describes four types of roles played by literature in the diffusion process:‘leaders’, ‘followers’, ‘challengers’ and "gap fillers". The results show that leaders are positioned at the vanguard of the quantity distribution, and that fluctuations by leaders subsequently bring about fluctuations by challengers and followers. The leaders, as the high-impact literature in the diffusion of innovation, have a relatively concentrated research theme. The gap fillers are more inclined to explore some other subject areas and have a relatively dispersed research theme. In addition, when exploring the citation preferences of the four types of adopters, it is found that all four types had the highest average citations to leaders in the intercitation process, and the self-citation of leaders is the highest.
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