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Can you solve the four major problems of market entry consultation?

2024-07-18 18:09:14 来源：尚普咨询浏览量：0

1. what is market entry advice?

Market Entry Advisory (Market Entry Consulting) refers to the service of providing professional advice and solutions for enterprises to do business in new markets or regions. Market entry advice usually includes the following aspects:

Market research: through the collection, collation, analysis of various data and information, the size of the target market, structure, characteristics, trends, demand, competition, regulations and other comprehensive and in-depth understanding and evaluation.

Market analysis: based on the results of market research, the opportunities and risks of the target market are systematically and objectively judged and predicted, and the positioning and objectives of the enterprise in the target market are determined.

Market strategy: According to the results of market analysis, formulate strategic plans suitable for the enterprise and the target market, including product or service strategy, price strategy, channel strategy, promotion strategy, etc.

Market execution: according to the requirements of the market strategy, formulate specific action plans, and organize the implementation of relevant resources, personnel, processes, etc., to ensure the effective implementation of the strategic plan.

市场监控：通过设定合理的指标和标准，对市场执行的效果进行持续和及时的跟踪和评估，并根据实际情况进行调整和优化。

二、市场进入咨询面临的四大难题

市场进入咨询虽然有很多好处，但也不是一件容易的事情。市场进入咨询面临着四大难题，分别是：

市场信息不足：要进入一个新的市场或地区，需要收集和分析大量的数据和信息，包括市场规模、结构、特征、趋势、需求、竞争、法规等。然而，这些信息往往是不完整、不准确、不及时或不可靠的，导致市场调研的结果存在偏差和误差，影响市场分析和策略制定的质量和效果。

市场分析不准：要进入一个新的市场或地区，需要对市场的机会和风险进行系统和客观的判断和预测，确定企业在目标市场的定位和目标。然而，这些判断和预测往往是基于一些假设和模型的，可能存在局限性和不确定性，导致市场分析的结果存在偏颇和误导，影响市场策略的选择和优化。

市场策略不合：要进入一个新的市场或地区，需要制定适合企业和目标市场的战略方案，包括产品或服务策略、价格策略、渠道策略、促销策略等。然而，这些战略方案往往是基于一些经验和规则的，可能存在刻板性和僵化性，导致市场策略的结果存在单一和落后，影响市场执行的效率和效果。

市场执行不力：要进入一个新的市场或地区，需要制定具体的行动计划，并组织实施相关的资源、人员、流程等，确保战略方案的有效执行。然而，这些行动计划往往是基于一些计划和安排的，可能存在变动性和复杂性，导致市场执行的结果存在偏差和失误，影响市场监控的准确性和及时性。

三、市场进入咨询如何解决四大难题？

In the face of these problems, market entry consulting agencies and enterprises need to work together to use professional methods and tools, combined with practical cases and experience, to solve them effectively. Specifically, we can start from the following aspects:

提高市场信息的获取能力：通过利用多种渠道和手段收集数据和信息，如网络搜索、行业报告、专家访谈、消费者调查等；通过利用多种技术和工具处理数据和信息，如数据清洗、数据挖掘、数据可视化等；通过利用多种方法和模型分析数据和信息，如统计分析、因果分析、预测分析等。

提高市场分析的判断能力：通过建立合理的假设和模型进行市场机会和风险的评估，如波特五力模型、波士顿矩阵、SWOT分析等；通过考虑多种情景和变量进行市场机会和风险的预测，如敏感性分析、蒙特卡罗模拟等；通过对比不同的市场和行业进行市场机会和风险的验证，如基准分析、类比分析等。

提高市场策略的合理性：通过结合企业的资源和能力进行市场定位和目标的确定，如VRIO分析、价值链分析等；通过结合目标市场的特点和需求进行市场战略的选择和优化，如STPanalysis,4P分析等；通过结合竞争环境和变化进行市场战略的调整和更新，如PEST分析、竞争对手分析等。

提高市场执行的有效性：通过制定详细的行动计划和责任分配进行市场战略的实施，如甘特图、RACI矩阵等；通过建立有效的监控和评估体系进行市场战略的执行，如平衡计分卡、关键绩效指标等；通过收集和反馈市场信息和反馈进行市场战略的改进，如PDCA循环、六西格玛等。

四、市场进入咨询案例分享

为了更好地说明市场进入咨询的过程和价值，下面分享一些尚普咨询集团（Shangpu Consulting Group）为客户提供的市场进入咨询案例：

某国际汽车零部件企业中国市场进入咨询：该企业是欧洲最大的汽车零部件供应商之一，主要生产汽车座椅、内饰、安全气囊等产品。该企业希望进入中国市场，但对中国汽车行业及其下游客户缺乏了解。尚普咨询为该企业提供了中国汽车行业及其下游客户（整车厂）的全面调研，包括行业规模、结构、特征、趋势、需求、竞争、法规等方面。尚普咨询还为该企业提供了中国汽车零部件行业及其竞争对手（其他零部件供应商）的深入分析，包括行业机会和风险、竞争格局和策略、产品技术水平和创新能力等方面。尚普咨询最后为该企业提供了中国市场进入战略方案，包括目标客户选择、产品定位和差异化、价格策略和成本控制、渠道策略和合作伙伴选择、促销策略和品牌建设等方面。该项目帮助该企业成功进入中国市场，并与多家整车厂建立了稳定的合作关系。

某国内电子绘本企业海外市场进入咨询：该企业是国内领先的电子绘本生产商，主要生产基于ARAn interactive electronic picture book of technology designed to provide a fun and educational reading experience for children. The company hopes to enter the overseas market, but lacks understanding of the demand, competition and regulations of the overseas market. Shangpu Consulting provides the company with a comprehensive survey of overseas markets, including market size, structure, characteristics, trends, demand, competition, and regulations. Shangpu Consulting also provides the company with in-depth analysis of overseas markets, including market opportunities and risks, competitive advantages and disadvantages, product innovation and optimization. Shangpu Consulting finally provided the company with a strategic plan for overseas market entry, including target market selection, product positioning and differentiation, price strategy and cost control, channel strategy and partner selection, promotion strategy and brand building. The project helped the company successfully enter the United States, Britain, Canada and other overseas markets, and established cooperative relations with many well-known electronic picture book platforms.

某国际服装品牌中国市场进入咨询：该品牌是欧洲知名的高端服装品牌，主要生产男装、女装、童装等产品。该品牌希望进入中国市场，但对中国服装行业及其消费者缺乏了解。尚普咨询为该品牌提供了中国服装行业及其消费者的全面调研，包括行业规模、结构、特征、趋势、需求、竞争、法规等方面。尚普咨询还为该品牌提供了中国服装行业及其竞争对手（其他服装品牌）的深入分析，包括行业机会和风险、竞争格局和策略、产品设计和质量等方面。尚普咨询最后为该品牌提供了中国市场进入战略方案，包括目标消费者选择、产品定位和差异化、价格策略和成本控制、渠道策略和合作伙伴选择、促销策略和品牌建设等方面。该项目帮助该品牌成功进入中国市场，并与多家知名的电商平台和实体店铺建立了合作关系。

5. epilogue

市场进入咨询是一种帮助客户分析和制定新市场进入战略的咨询服务，它涉及到多个方面的内容，如市场分析、竞争分析、战略制定等。市场进入咨询可以帮助客户把握新市场的机会和风险，提高新市场的成功率和收益率。

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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