Small And Medium-sized Enterprises Of Channel Distribution Management Reserch

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 Internet,network security issues are more and more concerned. Ranging from user name,passwords,personal informaton 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 market,especially when foreign brands enter Chinese market,they are facing a variety factors of external evironment,internal 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 example,staring from network security products market environment,though the forcasting and analysis of external environment,industry competition,market demand,find the network security products’threats and development opportunities of Fortinet. Followed by analysis of the current distribution channels of Fortinet,distribution 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’s distribution channels,and 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.