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) Adjust market positioning. Market positioning is the position and image of the enterprise in the market, the relationship between the enterprise and its competitors and customers, and the core of the enterprise's market strategy. Market positioning should be based on the core competitiveness of enterprises and market demand differences, in order to achieve the differentiation and advantage of enterprises. However, market positioning is not static. As the market changes and competition intensifies, companies may need to adjust their market positioning to adapt to new market needs and new conditions. The adjustment of market positioning should follow the following principles: first, the adjustment of market positioning should conform to the actual situation of the market, can not be divorced from the current situation and trend of the market, and can not violate the laws and logic of the market; second, the adjustment of market positioning should conform to the development goals of the enterprise, can not deviate from the vision and mission of the enterprise, and can not damage the interests and values of the enterprise; third, the adjustment of market positioning should be in line with the expectations and needs of customers, can not ignore the voice and feedback of customers, can not reduce customer satisfaction and loyalty; fourth, the adjustment of market positioning should be in line with the dynamics and strategies of competitors, can not ignore the behavior and influence of competitors, and can not give up the challenges and opportunities of competitors.

(2) Adjust product strategy. Product strategy is the content and form of products or services provided by enterprises in the market, and it is the carrier for enterprises to meet market demand and realize market value. Product strategy should be based on market demand analysis and competitive analysis to achieve product innovation and optimization. However, product strategy is not static. As the market changes and competition intensifies, companies may need to adjust their product strategy to adapt to the new needs and new conditions of the market. The adjustment of product strategy should follow the following principles: first, the adjustment of product strategy should conform to the changes of market demand, and should not ignore the new demand and trend of the market, nor lag behind the development and change of the market; second, the adjustment of product strategy should conform to the ability conditions of the enterprise, and should not exceed the resources and technology of the enterprise, nor waste the cost and time of the enterprise; third, the adjustment of product strategy should conform to the customer's value feeling, can not reduce the quality and performance of the product, nor can it damage the brand and image of the product; fourth, the adjustment of product strategy should conform to the product comparison of competitors, can not imitate the product characteristics and advantages of competitors, and can not give up the differentiation and characteristics of products.

(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.

By formulating market adjustment and optimization strategies, companies can revise and improve the results of market entry consultation according to market changes and competitive pressures to achieve market adaptation and optimization.

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) Increase customer loyalty. Customer loyalty is the tendency and behavior of customers to repeatedly purchase and recommend products or services of the enterprise, which is the deepening of the relationship between the enterprise and the customer and the embodiment of the market competitiveness of the enterprise. Increasing customer loyalty is the key to maintain and increase market share, and is the way to maintain and expand the market. The methods to increase customer loyalty include the following aspects: first, establish a customer relationship management system to understand customer needs and preferences, and provide personalized services and communication; second, establish a customer loyalty program to provide preferential prices and conditions, and provide valuable rewards and gifts; third, establish a customer community, provide interactive platforms and channels, and provide meaningful content and activities; fourth, establish customer advocates, cultivate customer trust and recognition and provide influential word-of-mouth and recommend.

(3) Expand the customer base. Customer base is the potential or actual buyers and users of the enterprise's products or services, is the embodiment of the enterprise's market size, is the embodiment of the enterprise's market growth. Expanding the customer base is a way for enterprises to increase market opportunities, and is the goal of enterprises to achieve market maintenance and expansion. The methods of expanding the customer base include the following aspects: first, to develop new market segments and provide different products or services according to different customer characteristics and needs; second, to develop new market areas and provide different products or services according to different geographical locations and cultural backgrounds; third, to develop new market areas and provide different products or services according to different industries and application scenarios; fourth, the development of new market models, for different ways of purchase and use, to provide different products or services.

(4) Expand market share. Market share is the proportion of the sales volume or sales volume of an enterprise's products or services in the market to the total market volume or total amount, which is the embodiment of the enterprise's market position and the embodiment of the enterprise's market competitiveness. Expanding market share is a way for enterprises to increase market revenue and is the result of market maintenance and expansion. The methods of expanding market share include the following aspects: first, to improve the competitive advantage of products or services, and to improve the quality, performance, added value and differentiation of products or services through innovation and optimization; second, to improve the market coverage of products or services, and to improve the market penetration and market share of products or services through effective and efficient channel strategies; third, to improve the market promotion of products or services, through effective and efficient marketing strategies, improve the market awareness and market recognition of products or services; fourth, improve the market retention of products or services, and improve the market satisfaction and market loyalty of products or services through effective and efficient customer strategies.

By strengthening market maintenance and expansion, enterprises can maintain and increase the sales and profits of products or services in the market to achieve market continuity and development.

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.