Market entry consulting is a professional service that provides companies with feasibility analysis, strategic planning and implementation recommendations for doing business in a new market, industry or region. The effect evaluation of market entry consulting refers to the systematic analysis and evaluation of the process and results of the consulting project to judge whether the consulting service has achieved the expected goal and value. This paper puts forward a set of framework and indicators for evaluating the effect of market entry consultation from the aspects of the objectives, contents, methods, processes and results of the consultation project, and gives some specific evaluation methods and suggestions in the light of the actual case of Shangpu Consulting Company.

Market entry consulting is a comprehensive research that helps enterprises to predict market capacity, competitive landscape, consumer demand and channel status in advance before entering a new industry, new regional market or developing new products. Market entry consultation can help enterprises to formulate reasonable market entry strategies, reduce investment risks, and improve market share and profitability.

市场进入咨询的效果评估是指对咨询项目的过程和结果进行系统的分析和评价，以判断咨询服务是否达到了预期的目标和价值。市场进入咨询的效果评估不仅是对咨询公司的业绩考核，也是对委托方的投资回报评估，更是对整个行业发展趋势和机会风险的监测。

So, how to evaluate the effect of market entry consultation? This paper puts forward a set of framework and indicators for evaluating the effect of market entry consultation from the following aspects, and combined with the actual case of Shangpu Consulting Company, gives some specific evaluation methods and suggestions.

Objectives of the Consulting Project

The goal of the market entry consulting project refers to the specific effect that the client expects to achieve when entrusting the consulting company to conduct market research. For example, the entrusting party may want to know the basic information such as the scale, growth rate, competition situation and consumption characteristics of a certain industry or regional market through market entry consultation, so as to make a decision on whether to enter the market; Or hope to determine the most potential and advantageous segments, product types, customer groups, channel modes, etc. in a certain industry or regional market through market entry consultation, so as to formulate specific market entry strategies; or you want to evaluate the opportunities and risks in a certain industry or regional market through market entry consultation, so as to formulate corresponding countermeasures.

The objectives of market entry consulting projects should be clear, specific, quantifiable, achievable and time-bound. For example,“In2023By the end of the year, it will occupy the field of China's automotive aftermarket.10%above market share”is a clear and measurable goal; and“To achieve a certain market position in the automotive aftermarket”It is a relatively vague and difficult to assess the target.

The objective of the consulting project is the basis for assessing the effectiveness of market entry consulting and the standard for assessing the quality of the consulting firm's services. Therefore, before conducting market entry consulting, the client and the consulting firm should jointly identify and clarify the objectives of the project and specify them in the project contract. In the process of the project, the two sides should communicate and coordinate regularly, adjust and revise the project objectives in time to adapt to market changes and customer needs. After the end of the project, both parties should evaluate and feedback the process and results of the consulting project according to the project objectives.

Evaluation methods: The main methods for evaluating the objectives of consulting projects are as follows:

Goal achievement: the gap between the actual results of the comparative consulting project and the expected goal, expressed as a percentage or absolute value. For example, if the goal of a consulting project is2023By the end of the year, it will occupy the field of China's automotive aftermarket.10%above market share, while the actual result is to occupy8%market share, the target achievement is.80%or-2%。

Target contribution: the contribution of the comparative consulting project to the performance or value of the client, expressed as a percentage or absolute value. For example, if the consulting project helps the principal in2023year realized.1billion in operating income, while the principal's2022Operating income for the year0.8billion, the target contribution is25%or0.2Billions of dollars.

Objective satisfaction: to compare the client's satisfaction with the results of the consulting project, expressed as a score or grade. For example, if the client is very satisfied with the results of the consulting project, the target satisfaction is5points orAlevel; if the client is not very satisfied with the results of the consulting project, the target satisfaction is3points orCLevel.

Recommendation: When evaluating the objectives of a consulting project, the above methods should be considered together and weighed and analyzed in the light of specific circumstances. For example, if a consulting project has a high degree of goal achievement but a low degree of goal contribution, it means that the project may not have selected the right market or product; if a consulting project has a low degree of goal achievement but a high degree of goal satisfaction, it means that the project may have high expectations or low requirements. Therefore, in the development and evaluation of consulting project objectives, should fully consider the market environment, customer needs, competition and other factors, so that it is both challenging and feasible.

CONTENT OF CONSULTING PROJECT

The content of the market entry consulting project refers to the specific market research report or strategic advice provided by the consulting company to the client. The content of the market entry consulting project should be reasonably designed and planned according to the needs and objectives of the entrusting party, as well as the general process and methods of market entry consulting.

The content of the market entry consulting project usually includes the following parts:

Market Overview: Introduce the background, development history, scale, growth rate, structure, characteristics, trends and other basic information of the market, as well as market opportunities and risk analysis.

Competitive analysis: an overview of the main competitors in the market, strategies, strengths, weaknesses, market share, profitability and other information, as well as competitor behavior and reaction analysis.

Consumer analysis: Introduce the characteristics, needs, preferences, behaviors, motivations and other information of the target consumers in the market, as well as the analysis of consumer satisfaction and loyalty.

Channel analysis: introduces the type, scale, distribution, efficiency, cost and other information of the main channels in the market, as well as channel cooperation and conflict analysis.

Market entry strategy: according to the market overview, competition analysis, consumer analysis and channel analysis, put forward the market entry strategy suitable for the client, including target market selection, product positioning, price strategy, promotion strategy and channel strategy.

Implementation plan: according to the market entry strategy, formulate specific implementation plan, including timetable, resource allocation, division of responsibilities, budget control, etc.

Evaluation mechanism: According to the implementation plan, establish an effective evaluation mechanism, including evaluation objectives, evaluation indicators, evaluation methods and evaluation frequency.

The content of the market entry consulting project is an important basis for evaluating the effect of market entry consulting, and also an important way to show the professional level and service quality of the consulting company. Therefore, the following principles should be followed when designing and writing the content of market entry consulting projects:

Customer orientation: that is, taking the needs and goals of the entrusting party as the starting point and destination, fully understanding and meeting the expectations and requirements of the entrusting party, and providing valuable and useful information and suggestions.

Data support: that is, based on objective and reliable data, through effective and scientific data collection and analysis methods, to provide evidence-based and persuasive information and suggestions.

Results-oriented: that is, to achieve the desired goals oriented, through specific and feasible strategies and plans, to provide operational and executable information and recommendations.

Evaluation methods: The main methods for evaluating the content of consulting projects are as follows:

Content integrity: I .e. whether the content of the comparative consultation project covers all necessary parts and information, expressed as a percentage or absolute value. For example, if the content of the consulting project includes seven parts: market overview, competitive analysis, consumer analysis, channel analysis, market entry strategy, implementation plan and evaluation mechanism, the content integrity is.100%。

Content accuracy: that is, whether the content of the comparison consultation project conforms to the facts and logic, expressed as a percentage or absolute value. For example, if the consulting project content has10If the data or conclusion is wrong or unreasonable, the content accuracy is.90%or-10/100。

Content validity: whether the content of the comparison consultation project can help the client achieve the goal and solve the problem, expressed as a percentage or absolute value. For example, if the consulting project content has80%If the information or advice is valuable or useful, the content is effective.80%or80/100。

Recommendation: When evaluating the content of a consulting project, you should consider the above methods and weigh and analyze them in the light of specific circumstances. For example, if the content integrity of a consulting project is high, but the content accuracy is low, it means that the project may not have sufficient data collection and analysis; if the content accuracy of a consulting project is high, but the content effectiveness is low, it means that the project may not fully consider the needs and objectives of the client. Therefore, when designing and writing the content of consulting projects, we should balance the breadth and depth, combine theory and practice, and pay attention to quality and effect.

Methods of Consulting Projects

The market entry approach to consulting projects refers to the specific techniques and tools used by consulting firms to complete market research and strategy development. The method of market entry consulting project should be reasonably selected and applied according to the general process and method of market entry consulting, as well as the needs and objectives of the entrusting party.

Market access to consulting projects usually includes the following aspects:

数据收集方法：指为获取市场相关信息所采用的方法，主要包括次级数据收集（Secondary Data Collection）和一级数据收集（Primary Data Collection）。次级数据收集是指利用已经存在的数据来源，如官方统计、行业报告、网络资料等，进行信息搜集。一级数据收集是指利用自己设计的数据来源，如问卷调查、访谈访问、观察研究等，进行信息搜集。

数据分析方法：指为处理和解释市场相关数据所采用的方法，主要包括定性分析（Qualitative Analysis）和定量分析（Quantitative Analysis）。定性分析是指利用非数值化的数据，如文字、图像、声音等，进行信息分析。定量分析是指利用数值化的数据，如数字、百分比、比率等，进行信息分析。

策略制定方法：指为确定和优化市场切入策略所采用的方法，主要包括战略模型（Strategic Models）和战略工具（Strategic Tools）。战略模型是指根据市场进入咨询的一般原理和规律，建立的用于指导策略制定的理论框架或逻辑流程。战略工具是指根据市场进入咨询的具体情况和需求，设计的用于辅助策略制定的技术手段或工具软件。

市场进入咨询项目的方法是评估市场进入咨询效果的重要手段，也是展示咨询公司专业能力和服务水平的重要标志。因此，在选择和应用市场进入咨询项目的方法时，应该遵循以下原则：

适用性：即选择和应用与市场进入咨询项目的目标、内容、过程等相适应的方法。

有效性：即选择和应用能够提高市场研究和策略制定的质量和效率的方法。

创新性：即选择和应用能够突破传统思维和常规做法的方法。

评估方法：评估咨询项目方法的方法主要有以下几种：

方法合理度：即比较咨询项目方法是否符合市场进入咨询的一般流程和方法，用百分比或绝对值表示。例如，如果咨询项目方法包括了数据收集、数据分析和策略制定等三个阶段，则方法合理度为100%。

方法适用度：即比较咨询项目方法是否适用于市场进入咨询项目的目标、内容、过程等，用百分比或绝对值表示。例如，如果咨询项目方法中有80%的技术或工具是与市场进入咨询相关的，则方法适用度为80%or80/100。

方法有效度：即比较咨询项目方法是否能够提高市场研究和策略制定的质量和效率，用百分比或绝对值表示。例如，如果咨询项目方法中有60%的技术或工具是能够提高数据收集和分析的准确性和速度的，则方法有效度为60%or60/100。

方法创新度：即比较咨询项目方法是否能够突破传统思维和常规做法，用百分比或绝对值表示。例如，如果咨询项目方法中有40%的技术或工具是能够提供新颖和独特的信息和建议的，则方法创新度为40%or40/100。

建议：评估咨询项目方法时，应该综合考虑以上几种方法，并结合具体情况进行权衡和分析。例如，如果一个咨询项目的方法合理度很高，但方法适用度很低，则说明该项目可能没有充分考虑委托方的需求和目标；如果一个咨询项目的方法适用度很高，但方法有效度很低，则说明该项目可能没有充分利用现有的技术和工具；如果一个咨询项目的方法有效度很高，但方法创新度很低，则说明该项目可能没有充分发挥自己的专业优势和创造力。因此，在选择和应用咨询项目方法时，应该平衡合理性和适用性，结合有效性和创新性，注重技术和工具的选择和使用。

咨询项目的过程

市场进入咨询项目的过程是指咨询公司为完成市场研究和策略制定所进行的具体的活动和步骤。市场进入咨询项目的过程应该根据市场进入咨询的一般流程和方法，以及委托方的需求和目标，进行合理的安排和执行。

市场进入咨询项目的过程通常包括以下几个阶段：

启动阶段：指双方签订合同，确定项目目标、内容、范围、时间、费用等基本事项，并建立项目团队、沟通机制、管理制度等基本条件。

研究阶段：指根据数据收集方法，进行市场相关信息的搜集，并根据数据分析方法，进行市场相关数据的处理和解释。

策略阶段：指根据策略制定方法，进行市场切入策略的确定和优化，并制定实施计划和评估机制。

交付阶段：指向委托方提交市场研究报告或策略建议，并进行项目汇报、讨论、反馈和修改。

结束阶段：指双方进行项目总结、评估、验收和结算，并进行项目归档、知识分享和后续跟踪。

市场进入咨询项目的过程是评估市场进入咨询效果的重要环节，也是展示咨询公司专业态度和服务水平的重要表现。因此，在安排和执行市场进入咨询项目的过程时，应该遵循以下原则：

规范性：即按照市场进入咨询的一般流程和方法，以及合同约定的项目要求，进行项目的组织和实施。

高效性：即在保证项目质量的前提下，尽可能缩短项目周期，降低项目成本，提高项目效率。

协作性：即在项目团队内部和与委托方之间，建立良好的沟通和协调机制，及时解决问题，共同推进项目。

持续性：即在项目结束后，继续与委托方保持联系，提供必要的支持和服务，建立长期的合作关系。

评估方法：评估咨询项目过程的方法主要有以下几种：

过程规范度：即比较咨询项目过程是否符合市场进入咨询的一般流程和方法，以及合同约定的项目要求，用百分比或绝对值表示。例如，如果咨询项目过程包括了启动阶段、研究阶段、策略阶段、交付阶段和结束阶段等五个阶段，则过程规范度为100%。

过程高效度：即比较咨询项目过程是否在保证项目质量的前提下，尽可能缩短项目周期，降低项目成本，提高项目效率，用百分比或绝对值表示。例如，如果咨询项目过程在预期时间内完成，并且没有超出预算，则过程高效度为100%。

过程协作度：即比较咨询项目过程中，在项目团队内部和与委托方之间，是否建立了良好的沟通和协调机制，及时解决了问题，共同推进了项目，用百分比或绝对值表示。例如，如果咨询项目过程中有90%的问题得到了及时的沟通和解决，则过程协作度为90%or90/100。

过程持续度：即比较咨询项目过程结束后，是否继续与委托方保持联系，提供了必要的支持和服务，建立了长期的合作关系，用百分比或绝对值表示。例如，如果咨询项目过程结束后有80%的委托方表示愿意再次合作，则过程持续度为80%or80/100。

建议：评估咨询项目过程时，应该综合考虑以上几种方法，并结合具体情况进行权衡和分析。例如，如果一个咨询项目的过程规范度很高，但过程高效度很低，则说明该项目可能没有进行有效的时间和资源管理；如果一个咨询项目的过程高效度很高，但过程协作度很低，则说明该项目可能没有进行充分的沟通和协调；如果一个咨询项目的过程协作度很高，但过程持续度很低，则说明该项目可能没有进行有效的客户关系管理。因此，在安排和执行咨询项目过程时，应该平衡规范性和高效性，结合协作性和持续性，注重活动和步骤的安排和执行。

咨询项目的结果

市场进入咨询项目的结果是指咨询公司为委托方提供的市场研究报告或策略建议所带来的具体的效果和价值。市场进入咨询项目的结果应该根据委托方的需求和目标，以及市场进入咨询的一般流程和方法，进行合理的测量和评价。

市场进入咨询项目的结果通常包括以下几个方面：

信息效果：指市场研究报告或策略建议所提供的市场相关信息对委托方的知识增长和决策支持所产生的效果。

策略效果：指市场研究报告或策略建议所提供的市场切入策略对委托方的市场进入行动所产生的效果。

业绩效果：指市场研究报告或策略建议所带来的市场进入行动对委托方的业绩和价值所产生的效果。

市场进入咨询项目的结果是评估市场进入咨询效果的重要标准，也是展示咨询公司专业价值和服务水平的重要证明。因此，在测量和评价市场进入咨询项目的结果时，应该遵循以下原则：

客观性：即以客观和可量化的数据和指标为依据，通过有效和科学的测量和评价方法，进行结果的测量和评价。

相关性：即以与市场进入咨询项目的目标、内容、过程等相关联的数据和指标为依据，通过有效和科学的测量和评价方法，进行结果的测量和评价。

时效性：即以与市场进入咨询项目的时间、阶段、频率等相适应的数据和指标为依据，通过有效和科学的测量和评价方法，进行结果的测量和评价。

评估方法：评估咨询项目结果的方法主要有以下几种：

信息效果评估方法：主要有以下几种：

知识增长率：即比较委托方在接受市场研究报告或策略建议前后，对市场相关信息的掌握程度，用百分比或绝对值表示。例如，如果委托方在接受市场研究报告或策略建议前，对市场相关信息的掌握程度为40%，而在接受后，对市场相关信息的掌握程度为80%，则知识增长率为100%or40%。

决策支持率：即比较委托方在接受市场研究报告或策略建议后，对是否进入市场或如何进入市场的决策是否得到了支持，用百分比或绝对值表示。例如，如果委托方在接受市场研究报告或策略建议后，对是否进入市场或如何进入市场的决策有90%是与报告或建议一致或相似的，则决策支持率为90%or90/100。

策略效果评估方法：主要有以下几种：

策略实施率：即比较委托方在接受市场研究报告或策略建议后，对市场切入策略的实施情况，用百分比或绝对值表示。例如，如果委托方在接受市场研究报告或策略建议后，对市场切入策略中有80%是已经实施或正在实施的，则策略实施率为80%or80/100。

策略适应率：即比较委托方在实施市场切入策略过程中，对市场变化或问题的适应情况，用百分比或绝对值表示。例如，如果委托方在实施市场切入策略过程中，对市场变化或问题有70%是能够及时调整或解决的，则策略适应率为70%or70/100。

业绩效果评估方法：主要有以下几种：

市场份额增长率：即比较委托方在实施市场切入策略后，在目标市场中所占的市场份额的变化情况，用百分比或绝对值表示。例如，如果委托方在实施市场切入策略后，在目标市场中的市场份额从10%增长到15%，则市场份额增长率为50%or5%。

盈利能力增长率：即比较委托方在实施市场切入策略后，在目标市场中所获得的盈利能力的变化情况，用百分比或绝对值表示。例如，如果委托方在实施市场切入策略后，在目标市场中的营业收入从1Billions of dollars grew1.5亿元，而营业成本从0.8Billions of dollars grew1亿元，则盈利能力增长率为66.67%or0.5Billions of dollars.

投资回报率：即比较委托方在实施市场切入策略后，所获得的投资回报与所投入的资金之间的比例，用百分比或绝对值表示。例如，如果委托方在实施市场切入策略后，所获得的投资回报为0.6亿元，而所投入的资金为0.4亿元，则投资回报率为150%or0.2Billions of dollars.

建议：评估咨询项目结果时，应该综合考虑以上几种方法，并结合具体情况进行权衡和分析。例如，如果一个咨询项目的信息效果很高，但策略效果很低，则说明该项目可能没有提供合适的市场切入策略；如果一个咨询项目的策略效果很高，但业绩效果很低，则说明该项目可能没有考虑市场实际情况和客户执行能力；如果一个咨询项目的业绩效果很高，但投资回报率很低，则说明该项目可能存在过高的成本或风险。因此，在测量和评价咨询项目结果时，应该平衡信息效果和策略效果，结合业绩效果和投资回报率，注重数据和指标的测量和评价。