? 随着互联网技术的不断发展，信息技术产业已经成为推动地区经济发展，提 升国家科技竞争实力的重要衡量指标。网络安全行业作为互联网技术发展孕育的 产物，是促进信息技术产业健康发展的坚实护盾。在欧美等发达国家，早已经将 网络安全纳入国家防护战略部署，我国在相关领域也出台了相关的法律法规，旨 在维护网络空间安全和国家安全。 近年来，随着各类互联网公司向网络安全领域转型，以及各类新兴网络安全 公司的崛起，网络安全行业的竞争异常激烈。R公司作为最早一批涉足网络安全 行业的老牌企业，在网络审计管理、数据安全及舆情防控等方面具有较强的市场 竞争力。但是从近年的网络安全行业市场份额中可以看出，R公司的这种优势已 经逐渐被同行业其它公司所蚕食，造成这种现象最主要的原因就是R公司的营 销渠道出现了问题。通过对R公司的实地考察，结合相关理论知识，对R公司 的营销渠道现状展开分析，主要研究工作如下： 1、研究现状。总结和归纳国内外目前在市场营销渠道方面的研究现状和实 践，分析现有研究成果及不足，为后续研究提供借鉴。 2、理论支持。通过对营销渠道的相关理论及定义进行分析，为后续研究提 供理论支持。 3、问题分析。分析当前R公司经营环境中的利弊因素，采用STP分析方法 对公司的市场细分、目标市场及市场定位进行分析，指出R公司目前网络安全 产品的营销渠道存在的问题。 4、解决方案。针对R公司在网络安全产品营销渠道存在的问题，提出相应 的改进措施，并对改进措施实施过程中可能面临的困难提出相应的保障措施。 本论文的研究基于在R公司的实际考察结果，在相关理论支持下，希望可 以为R公司的营销渠道调整有一定的帮助，同时也为同行业中其它企业的发展 提供一定的借鉴。 关键词：互联网；网络安全；营销渠道；市场竞争 ? Abstract With the continuous development of Internet technology, information technology industry has become an important measure to promote regional economic development and enhance the national scientific and technological strength.As a product of the development of Internet technology, network security industry is a solid shield to promote the healthy development of information technology industry. In developed countries such as Europe and the United States, cybersecurity has already been incorporated into the national defense strategy. Our country has also issued relevant laws and regulations in relevant fields, aiming at maintaining Cyberspace Security and national security. In recent years, with the transformation of various Internet companies to the field of network security, and the rise of various emerging network security companies, the competition in the network security industry is extremely fierce. As the earliest group of veteran enterprises involved in network security industry, R company has strong market competitiveness in network audit management, data security and public opinion prevention and control. But from the market share of network security industry in recent years, we can see that this advantage of R company has been gradually eroded by other companies in the same industry. The main reason for this phenomenon is that the marketing channels of R company have problems. Through on-the-spot investigation of R company, combined with relevant theoretical knowledge, this paper analyzes the current situation of R company's marketing channels. The main research work is as follows: 1. Research status. Conclude and summarize the research status and practice of marketing channels at home and abroad, analyze the existing research results and deficiencies, and provide reference for the follow-up research. 2. Theoretical support. Through the analysis of the relevant theories and definitions of marketing channels, it provides theoretical support for the follow-up research. 3. Problem analysis. This paper analyzes the advantages and disadvantages of the current R company's business environment, uses STP analysis method to analyze the company's market segmentation, target market and market positioning, and points out the existing problems in the marketing channels of R company's current network security products. 4. Solutions. In view of the problems existing in the marketing ch annels of R company's network security products, the corresponding improvement measures are proposed, and the corresponding guarantee measures are proposed for the difficulties that may be faced in the implementation of the improvement measures. The research of this paper is based on the actual investigation results of R company. With the support of relevant theories, it is hoped that it will be helpful for the adjustment of R company's marketing channels, and also provide some reference for the development of other enterprises in the same industry. Keywords: Internet; network security; marketing channel; market competition ? 目录 第1章 绪论........................................................ 1 第1章 绪论?..........................................................................................................................................?1? 1.1 选题背景及研究意义?..............................................................................................................?1? 1.1.1 选题背景?......................................................................................................................?1? 1.1.2 研究意义?......................................................................................................................?2? 1.2 国内外相关研究与实践的综述?..............................................................................................?3? 1.2.1 国外相关研究与实践?..................................................................................................?3? 1.2.2 国内相关研究与实践?..................................................................................................?5? 1.2.3 国内外研究综述?..........................................................................................................?6? 1.3 研究内容及研究方法?..............................................................................................................?6? 1.3.1 研究内容?......................................................................................................................?6? 1.3.2 研究方法?......................................................................................................................?7? 1.3.3 研究思路与技术路线?..................................................................................................?7? 1.4 研究创新点?..............................................................................................................................?8? 第2章 相关概念及理论?....................................................................................................................?10? 2.1 市场营销渠道?........................................................................................................................?10? 2.1.1 营销渠道概念?............................................................................................................?10? 2.1.2 营销渠道功能?............................................................................................................?10? 2.1.3 营销渠道结构?............................................................................................................?11? 2.1.4 营销渠道管理?............................................................................................................?12? 2.2营销渠道相关理论?.................................................................................................................?12? 2.2.1现代营销管理新4p理论?...........................................................................................?12? 2.2.2营销渠道激励理论?.....................................................................................................?14? 2.3 网络安全产品营销渠道研究?................................................................................................?14? 2.3.1 网络安全产品营销渠道性质?....................................................................................?14? 2.3.2 网络安全产品营销渠道特征?....................................................................................?15? 第3章 R公司经营环境分析?..............................