Market entry consulting is a service that provides companies with strategic advice and implementation support for doing business in a new industry, region or product area. Market entry consulting can help companies analyze market opportunities, competitive advantages, risks and challenges, develop appropriate market entry models and programs, and assist companies in implementing market entry plans. Market entry consulting is an important strategic consulting service, which can help enterprises to achieve diversified development, enhance competitiveness and improve profitability.

However, the result of market entry consultation is not once and for all. After entering the new market, enterprises need to continue to follow up and adjust to cope with market changes and competitive pressure. The result of market entry consultation is only a starting point, not an end point, for enterprises to enter a new market. Enterprises should not relax their vigilance and ignore market dynamics just because they have obtained the results of market entry consultation, otherwise it may lead to market mistakes, backward competition and market withdrawal. Therefore, after entering the new market, enterprises need to establish an effective market follow-up mechanism, constantly monitor and evaluate the market situation, timely adjust and optimize the market strategy, strengthen the market maintenance and expansion, in order to achieve the sustained success of the market.

Taking Shangpu Consulting Group as an example, this paper introduces how enterprises follow up the results of market entry consultation, including the following aspects: first, establish market monitoring and feedback mechanism, collect and analyze market information in time, evaluate the effect and impact of market entry; second, formulate market adjustment and optimization strategies, adjust market positioning, product strategy, channel strategy and marketing strategy according to market feedback and competition; the third is to strengthen market maintenance and expansion, consolidate and expand market advantages by improving customer satisfaction, increasing customer loyalty, expanding customer base and market share. The purpose of this paper is to provide some reference and enlightenment for enterprises to help enterprises make better use of the results of market entry consultation and achieve market success.

1. the establishment of market monitoring and feedback mechanisms

Market monitoring and feedback mechanism is the basis for enterprises to follow up the results of market entry consultation, and is an important means for enterprises to understand market conditions, evaluate market effects, identify market problems and formulate market strategies. Market monitoring and feedback mechanisms include the following:

(1) Establish a market monitoring index system. The market monitoring index system is the basis for enterprises to monitor and evaluate the market, which should include market size, market share, market growth rate, market competition pattern, market demand characteristics, market satisfaction, market loyalty and other indicators, as well as market-related financial indicators, such as sales revenue, sales cost, sales profit, return on investment and so on. The market monitoring index system should have the characteristics of quantifiable, comparable, traceable and feedback, so that enterprises can make quantitative and qualitative analysis and evaluation of the market.

(2) Establish market monitoring data sources. The source of market monitoring data is the channel for enterprises to obtain market information, which should include internal data and external data. Internal data is the enterprise's own sales data, financial data, inventory data, customer data, etc., which can reflect the performance and situation of the enterprise in the market. External data is data from the market, including market research data, industry data, competitor data, policy data, media data, etc., which can reflect the overall situation and changing trends of the market. Enterprises should establish a perfect market monitoring data source system to ensure the timeliness, accuracy, completeness and validity of the data.

(3) Establish market monitoring data analysis methods. The market monitoring data analysis method is a tool for enterprises to process and interpret the market monitoring data, which should include quantitative analysis method and qualitative analysis method. Quantitative analysis methods are the use of mathematics, statistics, measurement and other techniques to quantify the calculation and inference of market monitoring data, such as descriptive analysis, correlation analysis, regression analysis, factor analysis, cluster analysis and so on. Qualitative analysis is the use of logic, experience, judgment and other techniques to qualitatively describe and interpret market monitoring data, such as SWOT analysis, PEST analysis, Porter's five forces analysis and so on. Enterprises should choose appropriate market monitoring data analysis methods according to the characteristics and purposes of market monitoring data to improve the effectiveness and credibility of data analysis.

(4) Establish a feedback mechanism for market monitoring data. The feedback mechanism of market monitoring data is the way for enterprises to transmit the results of market monitoring data analysis to relevant decision makers and implementers, and is the key to the role of market monitoring data. The feedback mechanism of market monitoring data should include the following aspects: first, to determine the objects of market monitoring data feedback, such as market department, product department, sales department, financial department, etc., and the person responsible for market monitoring data feedback, such as the person in charge of market monitoring, market analyst, market manager, etc.; second, to determine the content of market monitoring data feedback, such as the main analysis of market monitoring dataConclusion, suggestions, problems, risks, etc., as well as detailed reports, charts, attachments, etc. of market monitoring data analysis; The third is to determine the form of market monitoring data feedback, such as oral report, written report, e-mail, meeting discussion, etc., as well as the frequency of market monitoring data feedback, such as daily, weekly, monthly, quarterly, etc.; The fourth is to determine the effect of market monitoring data feedback, such as the reception, understanding, adoption, and implementation of market monitoring data feedback, as well as improvement measures for market monitoring data feedback, such as increasing feedback channels, optimizing feedback content, and improving feedback quality.

Through the establishment of market monitoring and feedback mechanism, enterprises can timely understand the current situation and trend of the market, evaluate the effect and impact of the results of market entry consultation, find out the problems and opportunities of the market, and provide basis and guidance for the adjustment and optimization of the market.

2. formulation of market adjustment and optimization strategies

Market adjustment and optimization strategy is a measure for enterprises to revise and improve the results of market entry consultation according to the results of market monitoring and feedback, and is a means for enterprises to adapt to market changes and competitive pressures. The market adjustment and optimization strategy includes the following aspects:

（1）调整市场定位。市场定位是企业在市场上的位置和形象，是企业与竞争对手和客户的关系，是企业的市场战略的核心。市场定位应该基于企业的核心竞争力和市场的需求差异，以实现企业的差异化和优势化。然而，市场定位并不是一成不变的，随着市场的变化和竞争的加剧，企业可能需要对市场定位进行调整，以适应市场的新需求和新情况。市场定位的调整应该遵循以下几个原则：一是市场定位的调整应该符合市场的实际情况，不能脱离市场的现状和趋势，也不能违背市场的规律和逻辑；二是市场定位的调整应该符合企业的发展目标，不能偏离企业的愿景和使命，也不能损害企业的利益和价值；三是市场定位的调整应该符合客户的期望和需求，不能忽视客户的声音和反馈，也不能降低客户的满意度和忠诚度；四是市场定位的调整应该符合竞争对手的动态和策略，不能忽略竞争对手的行为和影响，也不能放弃竞争对手的挑战和机会。

（2）调整产品策略。产品策略是企业在市场上提供的产品或服务的内容和形式，是企业满足市场需求和实现市场价值的载体。产品策略应该基于市场的需求分析和竞争分析，以实现产品的创新和优化。然而，产品策略也不是一成不变的，随着市场的变化和竞争的加剧，企业可能需要对产品策略进行调整，以适应市场的新需求和新情况。产品策略的调整应该遵循以下几个原则：一是产品策略的调整应该符合市场的需求变化，不能忽视市场的新需求和新趋势，也不能滞后于市场的发展和变化；二是产品策略的调整应该符合企业的能力条件，不能超越企业的资源和技术，也不能浪费企业的成本和时间；三是产品策略的调整应该符合客户的价值感受，不能降低产品的质量和性能，也不能损害产品的品牌和形象；四是产品策略的调整应该符合竞争对手的产品对比，不能模仿竞争对手的产品特征和优势，也不能放弃产品的差异化和特色。

(3) Adjust the channel strategy. Channel strategy is the way and path for enterprises to pass products or services from producers to consumers, and it is a tool for enterprises to achieve market coverage and market penetration. Channel strategy should be based on the distribution characteristics and consumption characteristics of the market to achieve effective and efficient channels. However, the channel strategy is not static. As the market changes and competition intensifies, companies may need to adjust their channel strategies to adapt to the new needs and new conditions of the market. The adjustment of channel strategy should follow the following principles: first, the adjustment of channel strategy should conform to the distribution changes of the market, and should not ignore the new areas and new segments of the market, nor should it lag behind the expansion and development of the market; second, the adjustment of channel strategy should conform to the control requirements of the enterprise, and should not lose the management and supervision of the channel, nor give up the incentive and support of the channel; third, the adjustment of channel strategy should conform to the purchasing habits of customers, and should not destroy the trust and dependence of customers, nor reduce the convenience and satisfaction of customers; fourth, the adjustment of channel strategy should conform to the channel strategy of competitors, and should not be shaken by the channel advantages and strategies of competitors, nor should we give up the competition and cooperation of channels.

(4) adjust the marketing strategy. Marketing strategy is the method and means for enterprises to promote and sell products or services in the market, and it is the way for enterprises to achieve market effect and market value. Marketing strategy should be based on the target groups and communication methods of the market to achieve effective and efficient marketing. However, the marketing strategy is not static, as the market changes and competition intensifies, enterprises may need to adjust the marketing strategy to adapt to the new needs and new conditions of the market. The adjustment of marketing strategy should follow the following principles: first, the adjustment of marketing strategy should conform to the target changes of the market, and should not ignore the new goals and expectations of the market, nor should it violate the goals and expectations of the market; Second, the adjustment of marketing strategy should conform to the budget conditions of the enterprise, and should not exceed the financial capacity and budget scope of the enterprise, nor should it waste the funds and resources of the enterprise; third, the adjustment of marketing strategy should conform to the communication preference of customers, and should not destroy the relationship and trust of customers, nor reduce the participation and feedback of customers; fourth, the adjustment of marketing strategy should conform to the marketing strategy of competitors, and should not be affected by the marketing advantages and strategies of competitors, nor should we give up the innovation and breakthrough of marketing.

通过制定市场调整和优化策略，企业可以根据市场的变化和竞争的压力，对市场进入咨询的结果进行修正和完善，以实现市场的适应和优化。

3. strengthen market maintenance and expansion

Market maintenance and expansion is the activity of enterprises to maintain and increase the sales and profits of products or services in the market, and it is the goal of enterprises to achieve the sustainable and development of the market. Market maintenance and expansion include the following aspects:

(1) Increase customer satisfaction. Customer satisfaction is the customer's feeling and evaluation of the product or service of the enterprise, the embodiment of the relationship between the enterprise and the customer, and the measure of the market performance of the enterprise. Improving customer satisfaction is the basis for enterprises to maintain and increase customers, and is the prerequisite for enterprises to achieve market maintenance and expansion. The methods to improve customer satisfaction include the following aspects: first, to improve the quality and performance of products or services to meet customers' functional requirements and quality expectations; second, to improve the added value and differentiation of products or services to meet customers' individual needs and characteristic expectations; third, to improve the after-sales service and guarantee of products or services to meet customers' maintenance needs and safety expectations; the fourth is to improve the price and cost performance of products or services to meet the economic needs and reasonable expectations of customers.

（2）增加客户忠诚度。客户忠诚度是客户对企业的产品或服务的重复购买和推荐的倾向和行为，是企业与客户的关系的深化，是企业的市场竞争力的体现。增加客户忠诚度是企业保持和增加市场份额的关键，是企业实现市场维护和拓展的途径。增加客户忠诚度的方法包括以下几个方面：一是建立客户关系管理系统，了解客户的需求和喜好，提供个性化的服务和沟通；二是建立客户忠诚计划，提供优惠的价格和条件，提供有价值的奖励和赠品；三是建立客户社区，提供互动的平台和渠道，提供有意义的内容和活动；四是建立客户倡导者，培养客户的信任和认同，提供有影响力的口碑和推荐。

（3）拓展客户群。客户群是企业的产品或服务的潜在或实际的购买者和使用者，是企业的市场规模的体现，是企业的市场增长力的体现。拓展客户群是企业增加市场机会的方法，是企业实现市场维护和拓展的目标。拓展客户群的方法包括以下几个方面：一是开发新的市场细分，针对不同的客户特征和需求，提供不同的产品或服务；二是开发新的市场区域，针对不同的地理位置和文化背景，提供不同的产品或服务；三是开发新的市场领域，针对不同的行业和应用场景，提供不同的产品或服务；四是开发新的市场模式，针对不同的购买方式和使用方式，提供不同的产品或服务。

（4）拓展市场份额。市场份额是企业的产品或服务在市场上的销售量或销售额占市场总量或总额的比例，是企业的市场地位的体现，是企业的市场竞争力的体现。拓展市场份额是企业增加市场收入的方法，是企业实现市场维护和拓展的结果。拓展市场份额的方法包括以下几个方面：一是提高产品或服务的竞争优势，通过创新和优化，提高产品或服务的质量、性能、附加值、差异化等；二是提高产品或服务的市场覆盖，通过有效和高效的渠道策略，提高产品或服务的市场渗透和市场占有；三是提高产品或服务的市场推广，通过有效和高效的营销策略，提高产品或服务的市场知名度和市场认可；四是提高产品或服务的市场维系，通过有效和高效的客户策略，提高产品或服务的市场满意度和市场忠诚度。

通过加强市场维护和拓展，企业可以在市场上保持和增加产品或服务的销售和利润，以实现市场的持续和发展。

Conclusion

Market entry consulting is a service that provides companies with strategic advice and implementation support for doing business in a new industry, region or product area. The result of market entry consultation is not once and for all. After entering the new market, enterprises need to continue to follow up and adjust to cope with market changes and competitive pressure. Taking Shangpu Consulting Group as an example, this paper introduces how enterprises follow up the results of market entry consultation, including establishing market monitoring and feedback mechanism, formulating market adjustment and optimization strategies, and strengthening market maintenance and expansion. The purpose of this paper is to provide some reference and enlightenment for enterprises to help enterprises make better use of the results of market entry consultation and achieve market success.