I 摘要 超级计算机是创新驱动的引擎，它是国家发展基础科学研究的利器，是区域经济 转型升级的助推器。一个国家的超级计算机研制和应用的水平，是国家科研实力的体 现，是综合国力的重要标志。为此，我国投入巨资研发超级计算机系统，并设立多个 超级计算中心支持科学和经济的发展。G中心是国内第五家成立的国家级超级计算中 心，投入运营以来服务市场拓展显著，科研成果硕果累累。 近年来，国家继续加大超级计算机的建设投入，在G中心建成后又先后批准了成 立两家国家级的超级计算中心。人工智能与大数据技术成为经济发展的新引擎，多个 地方政府自建起地方的人工智能计算中心或大数据中心。商业机构看好计算市场的发 展潜力，纷纷延伸云计算服务产品至高性能计算、人工智能等领域。作为国内和国际 最具影响力之一的超算中心，G中心秉持“服务至上、精益求精、驾驽超算、引领创 新、开放包容、共筑梦想”的服务理念，精心打造一个集服务、应用、研发于一体的 超算平台。在新的竞争环境下，G中心正在不断探索，如何保持国内领先优势的基础 上，创建具有中国特色的世界一流超算中心。 本文运用了市场营销STP理论、服务营销策略组合理论、关系营销理论对G中心 进行研究。首先对G中心服务营销策略优化研究的背景、意义、目标进行概述，明确 了G中心服务营销策略优化研究的重要意义。同时对服务营销策略组合理论和关系营 销理论进行介绍，并对国内超级计算中心服务营销的研究现状进行综述。然后，对G 中心的宏观环境、行业环境、内部资源进行分析，发现外部的政治和经济环境带来发 展的机遇，内部现有硬件资源和人力资源是G中心优势，同时面临行业竞争激烈的挑 战。此后，本文进一步剖析了G中心的服务营销现状，结合其优势、劣势、机会、威 胁，归纳出服务营销问题主要集中在目标市场不明确、服务产品不能满足用户需求、 定价策略太单一、宣传推广效果和服务质量有待提高，以及部分关系营销不到位。 通过对G中心进行系统分析，并运用市场营销STP法，从技术和地理两个维度细 分服务计算市场，从宏观层面给出目标市场选择和定位的建议。最后，从微观层面着 手制定出G中心服务营销策略，特别是从产品、价格、渠道、促销、人员、有形展示、 服务过程、关系营销方面做全面的研究，优化了适合G中心发展的服务营销策略。 关键词：超级计算中心；服务营销；营销策略 广东工业大学硕士学位论文 II ABSTRACT Supercomputers are innovation driven engines. It is a powerful tool for the national development of basic scientific research and a booster for the transformation and upgrading of regional economy. It is a powerful tool for the national development of basic scientific research and a booster for the transformation and upgrading of regional economy. The level of research and application of supercomputers in a country is the embodiment of national scientific research strength and an important symbol of comprehensive national strength. For this reason, China has invested a lot in the research and development of supercomputer systems, and set up many supercomputing centers to support the development of science and economy. G center is the Fifth National Supercomputing Center established in China. Since it was put into operation, its service market has expanded significantly and its scientific research achievements have been fruitful. In recent years, China continues to increase investment in the construction of domestic high-performance platforms. After the construction of G center, it has approved the establishment of another two National Supercomputing centers. Artificial intelligence and big data technology have become the new engine of economic development. Many local governments have built local artificial intelligence computing centers or big data centers. Business organizations are optimistic about the development potential of the computing market, and have extended cloud computing service products to high-performance computing, artificial intelligence and other fields. As one of the most dominant Centers in China and the world, G center adheres to the service concept of "service first, continuous improvement, driving supercomputing, leading innovation, openness and inclusiveness, and building dreams together", and meticulously creates a supercomputing platform integrating service, application, and research and development. In the new competitive environment, G center is constantly exploring how to maintain the leading advantages in China and build a world-class Supercomputing Center with Chinese characteristics. This paper uses STP theory of marketing, service marketing strategy mix theory, relationship marketing theory to study G center. Firstly, the background, significance and objectives of the research on the optimization of service marketing strategy in G center are summarized, and the significance of the research on the optimization of service marketing strategy in G center is clarified. At the same time, it introduces the theory of service marketing strategy organization and relationship marketing, and summarizes the research status of service marketing in Supercomputing Center in China. Then, it analyzes the macro ABSTRACT III environment, industry environment and internal resources of G center, and finds out the opportunities brought by the external political and economic environment. The internal existing hardware resources and human resources are the advantages of G center, and at the same time, it faces the fierce challenges of industry competition. After that, this paper further analyzes the current situation of G center's service marketing, combined with its advantages, disadvantages, opportunities and threats, concludes that the main problems of service marketing are unclear target market, service products cannot meet the needs of users, pricing strategy is too single, publicity and promotion results and service quality need to be improved, and some relationship marketing is not in place. Through the systematic analysis of G center, and using the STP method of marketing, the service computing market is subdivided from two dimensions of technology and geography, and the suggestions of target market selection and positioning are given from the macro level. Finally, the service marketing strategy of G center is formulated from the micro level, especially from the aspects of product, price, channel, promotion, personnel, tangible display, service process and relationship marketing, so as to optimize the service marketing strategy suitable for the development of G center. Keywords: Supercomputing Center; service marketing; marketing strategy 广东工业大学硕士学位论文 IV 目 录 摘要 ..... I ABSTRACT ........................II 目 录 .. IV Contents .......................... VIII 第一章 绪论 ....................... 1 1.1 研究背景 .............. 1 1.2 研究意义 .............. 2 1.3 研究目标 .............. 3 1.4 研究内容 .............. 3 1.5 研究方法 .............. 4 1.6论文结构与流程 ... 5 第二章 理论基础与相关文献综述 .................. 6 2.1 服务营销策略组合理论 ..................... 6 2.2 关系营销理论 ...... 7 2.3 相关文献综述 ...... 8 2.3.1 高校或科研院所超算中心服务的相关研究 ......... 8 2.3.2 地方计算中心服务的相关研究 ............................. 9 2.3.3 国家级超算中心服务的相关研究 ....................... 10 2.4 研究评述 ............ 11 2.5 本章小结 ............ 12 第三章 G中心服务营销环境分析 ................ 13 3.1 宏观环境PEST分析 ...................... 13 3.1.1 政治环境 . 13 3.1.2 经济环境 . 13 3.1.3 社会环境 . 14 3.1.4 技术环境 . 15 3.2 行业环境分析 .. 15 3.2.1 同行的竞争 ............................ 15 目录 V 3.2.2 替代品威胁 ............................ 17 3.2.3 潜在竞争者的威胁 ................ 17 3.2.4 供应商的讨价还能力 ............ 18 3.2.5 购买者的议价能力 ................ 19 3.3 G中心内部资源分析 ..................... 19 3.3.1 服务资源分析 ........................ 19 3.3.2 人力资源分析 ........................ 20 3.4 本章小结 ............ 21 第四章 G中心服务营销现状 ........................ 22 4.1 G中心服务营销情况 ........................ 22 4.1.1 服务营销措施 ........................ 22 4.1.2 营销数据 . 22 4.2 SWOT分析 ......... 25 4.2.1 优势 ......... 25 4.2.2 劣势 ......... 27 4.2.3 机会 ......... 28 4.2.4 威胁 ......... 32 4.3服务营销存在问题及原因分析 ........ 33 4.3.1“粗放式”营销，目标市场不明确 ..................... 33 4.3.2服务产品不能满足用户需求 . 33 4.3.3定价策略太单一 ............