【摘要】：隨著經濟社會的不斷發(fā)展,我國的律師業(yè)已經走過了將近三十年的曲折歷程,在滿足客戶需求方面取得了顯著的成績,有力地推動了社會主義法制建設的進程。但與此同時,目前中國律師業(yè)的市場化運作現(xiàn)狀卻令人擔憂,普遍存在競爭過熱和供不應求的假象和律師執(zhí)業(yè)難、生存難的現(xiàn)象。因此,在服務經濟時代,國內律師事務所應該走專業(yè)化經營的道路,為市場提供差異化、優(yōu)質化的服務,改變營銷理念,最終形成品牌效應,從而更好地順應這一時代的要求。 本文以東莞MC律師事務所歷時三年的專業(yè)化經營實踐作為研究對象,采用實例分析法,結合STP營銷定位、內外部環(huán)境分析和4V營銷策略組合(服務的差異化、功能化、附加價值和共鳴)等現(xiàn)代營銷理論,對該所在營銷定位和營銷策略的選擇、實施等各方面存在的問題進行了詳細分析,提出了相應的研究結論和解決辦法。在營銷定位方面,律師事務所要根據自身條件和外部環(huán)境因素量力而行,目標市場的選擇不能過多。在營銷策略的選擇和實施方面,律師事務所不能過于片面和單一,要采取內部營銷和外部營銷兼顧,采用服務差異化和功能化,并通過提供更多服務附加值來滿足客戶的最大期望值,從而引導客戶產生“共鳴”。論文提出,東莞MC律師事務所應以客戶滿意和與客戶產生“共鳴”為戰(zhàn)略目標,以恰當?shù)氖袌黾毞趾投ㄎ粸榛A,以有效的營銷組合策略為核心,注重內外部營銷結合,最終實現(xiàn)該所的品牌價值。 本文的研究不但能夠幫助東莞MC律師事務所解決其在專業(yè)化經營過程中遇到的現(xiàn)實問題,而且能夠指導其它律師事務所的營銷實踐,使律師事務所的經營水平得到提高,最終服務于我國社會主義民主法制建設。
[Abstract]:With the continuous development of economy and society, the legal profession of our country has gone through nearly 30 years of tortuous course, which has made remarkable achievements in meeting the needs of customers, and has pushed forward the process of the construction of socialist legal system. At the same time, however, the current situation of the market-oriented operation of Chinese lawyers is worrying. The phenomenon of overheated competition and shortage of lawyers and the difficulty of practicing and surviving are common. Therefore, in the era of service economy, domestic law firms should take the road of specialized management, provide differentiated and high-quality services for the market, change the marketing concept, and finally form the brand effect, so as to better conform to the requirements of this era. This paper takes Dongguan MC law firm for three years of specialized management practice as the research object, adopts the case analysis method, unifies the STP marketing localization, the internal and external environment analysis and the 4V marketing strategy combination (the service differentiation, the function, the function. Based on the modern marketing theory such as additional value and resonance, this paper analyzes in detail the problems existing in the marketing positioning and marketing strategy selection and implementation of the institute, and puts forward the corresponding research conclusions and solutions. In marketing orientation, law firms should act according to their own conditions and external environmental factors, and the target market should not be chosen too much. In the choice and implementation of marketing strategy, law firms should not be too one-sided and single, should take both internal and external marketing, use service differentiation and functionalization, And by providing more service added value to meet the maximum expectations of customers, leading customers to "resonate." The paper puts forward that Dongguan MC law firm should take customer satisfaction and "resonance" with customers as the strategic goal, take appropriate market segmentation and positioning as the foundation, take effective marketing mix strategy as the core, and pay attention to the combination of internal and external marketing. Finally realize the brand value of the institute. The research in this paper can not only help Dongguan MC law firm solve the practical problems encountered in the course of its professional management, but also guide the marketing practice of other law firms, and improve the management level of the law firms. Finally, it will serve the construction of socialist democracy and legal system in our country.
【學位授予單位】：蘭州大學
【學位級別】：碩士
【學位授予年份】：2011
【分類號】：D926.5

【引證文獻】

相關碩士學位論文 前1條

1 胡東;律師事務所營銷策略研究[D];西北農林科技大學;2012年

，

本文編號：2207198