计算机网络的发展对于人们的生活方式,消费观念都产生了翻天覆地的变化。特别

是最近几年互联网络爆炸式的发展,网络成为人们生活中必不可少的工具。然而由于互

联网的全球性、匿名性、网络安全问题也随之接踵而来。轻则用户名、密码、个人信息

被人窃取和盗用,重则骗钱、骗色、各类犯罪事件层出不穷。因此网络安全问题已是迫

在眉睫的事情了。

网络安全产品作为一个相对较新的市场,特别是国外品牌进入中国市场销售面临着

外部环境、内部环境、政治环境等各种因素的影响,如何能快速有效的打开市场,渠道

是快速和行之有效的方法。但是渠道面临的问题有很多,比如渠道的覆盖面是否单一,

渠道的分销商及二级代理商的营运能力和服务水平是否能够满足需求等等。

本文以Fortinet公司(是一家全球领先的网络安全设备供应商)为例从网络安全产

品所处的市场环境入手,通过对外部环境,产业竞争、市场需求的预测和分析,找出

Fortinet的网络安全产品的威胁与发展机会;其次通过对Fortinet现在的分销渠道

体系、分销策略以及营运状况做出分析,找出目前分销渠道的主要问题;最后,根据

公司的战略规划,根据现有的公司的管理体系,并运用科学的评估方法和切实可^亍的

渠道理论,重新调整Fortinet的分销渠道,并提出以服务引导渠道销售的管理创新

模式。

本文理论结合实际,定性与定量结合,对于整个网络安全市场的渠道分销具有一

定的指导意义和参考价值。

关键词:网络安全;Fortinet;分销渠道;渠道策略;

Abstract

The development of computer networks make a tremendous change for human's

lifestyles and consumer attitudes. Especially the explosive development of the Internet in

recent years,the network becomes an indispensable tool in people's lives. However,due to the

global and anonymity nature of the Internet5network security issues are more and more

concerned. Ranging from user name,passwords,personal inforaiaton is stolen and

theft,scam,pianse an so on,all kinds of crime comes after another. Therefore,network security

is an urgent thing.

Network security industry as a relatively new marketespecially when foreign brands

enter Chinese market,they are facing a variety factors of external evironment5internal

environment and political environment. How to efficiently open the market Channel is a fast

and effective method. But channels facing many problems such as the channel

coverage,whether the operating ability and serivce level of distributors and VAD meet the

customers need and so on.

In this paper,Fortinet,Inc.(A leading global supplier of network security devices)as an

example5staring from network security products market environment,though the forcasting

and analysis of external environment,industry competition5market demand,find the network

security products,threats and development opportunities of Fortinet. Followed by analysis of

the current distribution channels of Fortinetdistribution strategy and operation conditions,to

identify the main problems of current distribution channels. Finally,according to the

company's strategic planning and existing management system and use of scientific evalution

methods and pratical channel theory,re-adjust Fortinet丨s distribution channels5and propose

innovative models of service guide channel sales.

This thesis combines theroy with practice,a combination of qualitative and

quantitative,which has a certain guiding significance and reference value to the entire network

security market distribution channels.

Key words: Network security; Fortinet; distribution channel; channel strategy;