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Six skills and tools for market entry consulting: data collection, visualization, storytelling, etc.

2024-07-18 18:09:10 Source: Champu Consulting Visits:0

市场进入咨询是一种常见的咨询服务，它可以帮助客户在新的或现有的市场中寻找和抓住机会，增加收入和利润，提高竞争力和品牌知名度。市场进入咨询的过程通常包括以下几个步骤：

确定目标市场和客户群体

分析目标市场的规模、增长、结构、趋势和预测

分析目标市场的需求、偏好、满意度和忠诚度

分析目标市场的竞争环境、竞争对手、竞争优势和劣势

分析目标市场的机会和风险，包括政策、法律、社会、经济、技术等因素

Develop market entry strategies and programs, including target positioning, value proposition, product or service design, channel selection, marketing strategy, organizational structure, etc.

为了完成这些步骤，市场进入咨询需要运用一系列的技巧和工具，来收集、分析和呈现数据，以支持客户的决策。以下是市场进入咨询的六大技巧和工具：

Data collection

数据收集是市场进入咨询的第一步，也是最重要的一步。没有足够的数据，就无法进行有效的分析和建议。数据收集的方法有很多，主要可以分为两类：一手数据和二手数据。

一手数据是指直接从目标市场或客户群体中获取的原始数据，例如通过问卷调查、访谈、观察、实验等方式。一手数据的优点是准确、及时、相关和独特，但是也有缺点，例如成本高、时间长、范围有限和难以获取。

二手数据是指从已有的数据源中获取的数据，例如通过报告、数据库、文献等方式。二手数据的优点是成本低、时间短、范围广和容易获取，但是也有缺点，例如不准确、过时、不相关和重复。

市场进入咨询需要根据不同的目的和情况，选择合适的数据收集方法，或者结合使用一手数据和二手数据，以获取最全面和最有效的数据。

数据清洗

Data cleaning refers to the inspection, correction and collation of the collected data to improve the quality and availability of the data. The main steps of data cleansing include:

删除或修改错误、缺失、重复或异常的数据

标准化或转换不一致或不兼容的数据格式

分类或分组相似或相关的数据

提取或生成有用或关键的数据特征

数据清洗是市场进入咨询的必要步骤，因为只有干净和有效的数据，才能进行准确和可靠的分析和建议。

Data analysis

数据分析是指对清洗后的数据进行处理、计算和解释，以发现数据背后的规律、模式和意义。数据分析的方法有很多，主要可以分为两类：描述性分析和推断性分析。

描述性分析是指对数据进行汇总、展示和比较，以描述数据的基本特征和分布，例如通过平均数、中位数、标准差、频率表、直方图等方式。描述性分析的目的是了解数据的概况和变化。

推断性分析是指对数据进行测试、估计和预测，以推断数据之间的关系和影响，例如通过相关性分析、回归分析、因果分析、聚类分析等方式。推断性分析的目的是探索数据的原因和结果。

市场进入咨询需要根据不同的问题和目标，选择合适的数据分析方法，或者结合使用描述性分析和推断性分析，以获取最深刻和最有价值的洞察。

数据可视化

数据可视化是指将数据转换为图形或图像，以便于观察和理解。数据可视化的工具有很多，例如Excel, Tableau, Power BI等。数据可视化的技巧有很多，例如选择合适的图表类型（如柱状图、折线图、饼图等）、使用恰当的颜色、大小和形状（如红色表示危险或下降，绿色表示安全或上升等）、添加清晰的标题、标签和注释等。

市场进入咨询需要运用有效的数据可视化技巧和工具，来呈现分析结果，以提高信息传递和沟通效果。

数据故事化

数据故事化是指将数据可视化与叙述结合起来，形成一个完整而有说服力的故事。一个好的故事应该具备以下几个要素：

目标：明确故事想要传达什么信息，给谁听，为了什么目的

结构：按照逻辑顺序组织故事内容，包括开头（引起注意）、中间（展示证据）和结尾（总结观点）

内容：选择最关键和最有力的数据和图表，避免过多或过少的细节，突出重点和亮点

语言：使用简洁、清晰、有力的语言，避免专业术语或复杂句子，增加情感和兴趣

行动：给出明确的结论和建议，引导听众采取行动或改变态度

市场进入咨询需要运用有效的数据故事化技巧，来讲述分析故事，以提高说服力和影响力。

Data driven

数据驱动是指以数据为基础，以分析为工具，以决策为目标，以行动为结果的一种思维和行为方式。数据驱动的好处有很多，例如：

提高决策的准确性和可信度

降低决策的风险和成本

增强决策的效率和效果

优化决策的过程和方法

市场进入咨询需要培养和推广数据驱动的文化和能力，让客户在市场进入的每一个环节都能够利用数据来指导和支持自己的决策和行动。

The Case of Champ Consulting

尚普咨询是一家专业提供市场进入咨询服务的公司，拥有丰富的行业经验和数据资源。以下是尚普咨询在为不同行业的客户提供市场进入咨询时，如何运用上述技巧和工具的具体案例：

为一家欧洲的汽车制造商提供中国市场进入咨询，尚普咨询通过一手数据收集了中国消费者对汽车品牌、型号、价格、功能、服务等方面的需求和偏好，并通过二手数据收集了中国汽车市场的规模、增长、结构、竞争等信息。尚普咨询通过数据清洗去除了无效和重复的数据，并提取了关键的数据特征。尚普咨询通过数据分析发现了中国汽车市场的机会和风险，并评估了客户在中国市场的竞争力和潜力。尚普咨询通过数据可视化将分析结果用图表形式展示给客户，并通过数据故事化将分析结果用故事形式讲述给客户。尚普咨询最后给出了客户在中国市场进入战略和方案，包括目标定位、价值主张、产品设计、渠道选择、营销策略等，并建议客户采用数据驱动的方式来实施和评估市场进入效果。

为一家美国的电子商务平台提供印度市场进入咨询，尚普咨询通过二手数据收集了印度电子商务市场的规模、增长、结构、趋势等信息，并通过一手数据收集了印度消费者对电子商务平台的使用习惯、满意度、忠诚度等信息。尚普咨询通过数据清洗标准化了不同来源和格式的数据，并分类了不同类型和层次的消费者。尚普咨询通过数据分析识别了印度电子商务市场的需求和竞争，并预测了客户在印度市场的收入和利润。尚普咨询通过数据可视化将分析结果用图像形式展示给客户，并通过数据故事化将分析结果用故事形式讲述给客户。尚普咨询最后给出了客户在印度市场进入战略和方案，包括目标定位、价值主张、平台设计、合作伙伴、运营策略等，并建议客户采用数据驱动的方式来监测和优化市场进入效果。

为一家日本的化妆品品牌提供东南亚市场进入咨询，尚普咨询通过一手数据收集了东南亚消费者对化妆品品牌、产品、价格、功能、服务等方面的需求和偏好，并通过二手数据收集了东南亚化妆品市场的规模、增长、结构、竞争等信息。尚普咨询通过数据清洗删除了错误和异常的数据，并生成了有用的数据特征。尚普咨询通过数据分析分析了东南亚化妆品市场的机会和风险，并估计了客户在东南亚市场的市场份额和品牌知名度。尚普咨询通过数据可视化将分析结果用图形形式展示给客户，并通过数据故事化将分析结果用故事形式讲述给客户。尚普咨询最后给出了客户在东南亚市场进入战略和方案，包括目标定位、价值主张、产品设计、渠道选择、营销策略等，并建议客户采用数据驱动的方式来调整和改进市场进入效果。

Conclusion

市场进入咨询是一种高度依赖数据的咨询服务，需要运用一系列的技巧和工具，来收集、分析和呈现数据，以支持客户的决策。本文介绍了市场进入咨询的六大技巧和工具，分别是数据收集、数据清洗、数据分析、数据可视化、数据故事化和数据驱动。本文还给出了尚普咨询在为不同行业的客户提供市场进入咨询时，如何运用这些技巧和工具的具体案例。

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Market Entry Advisory	Macro Industry Research	competitive enterprise research	Downstream User Research	Channel Research	Due Diligence	Return on Investment
Market Entry Advisory	Floor module	Landing implementation recommendations	Long-term cooperation
Business investment due diligence	Target industry market investment value due diligence	Industry Benchmarking Enterprise Research	Target Enterprise Credit Assessment Report	Project investment due diligence
industry planning	Market research	market access	development strategy	investment location	Acquisition and integration	IPO Fundraising
Credit Report	Basic information	Major Events	Production/Operation Network	enterprise scale	Operating strength	Financial strength	Legal risk
Credit Report	Future business prediction	Overall credit rating	cooperative risk warning
Brand/Sales Proof	Market Share Proof	Market Share Proof	Proof of brand strength	Industry Proof	Specialized new proof	Proof of sales strength	Proof of technological leadership
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More than 20 years of focus on the Chinese market consulting, won the user recognition, user satisfaction reached more than 96%, the following is part of the user praise