【摘要】：JY律師事務所自批準成立后,是沈陽最早期的一家中小型律師事務所之一。JY律師事務所與時俱進,經(jīng)不斷改制與發(fā)展,從創(chuàng)辦到現(xiàn)在已有二十幾年的發(fā)展歷史,已形成初步規(guī)模,在當?shù)鼐哂幸欢ǖ挠绊懥?但近年來,JY律師事務所的規(guī)模與業(yè)務數(shù)量始終維持不前,缺乏對市場定位及發(fā)展目標的確定。JY律師事務屬于一個中小型事務所,那么對于這樣的事務所來說,在營銷市場中該如何面對源于國內(nèi)大型律所及國際知名律所的雙重壓力,結(jié)合實際情況,對自身優(yōu)勢進行充分發(fā)揮,便于在日益激烈的市場環(huán)境中贏得一席之地,這對于目前的JY律師事務來說已成為一個非�，F(xiàn)實且急需解決的問題。本課題以JY律師事務所為研究對象,以沈陽法律服務市場為研究背景,基于對JY律師事務所內(nèi)外環(huán)境的探究,試圖為JY律師事務所的正確發(fā)展進行市場定位,進而采用合理的營銷策略來實現(xiàn)其經(jīng)濟利益,這對于JY律師事務所的未來發(fā)展而言具有非常深遠的意義。本課題首先對服務營銷理論作了詳細的研究與分析,對服務營銷自身的一些特性進行了闡述,同時對傳統(tǒng)營銷和服務營銷之間的差異作了簡單的分析;接著以JY律師事務服務營銷面臨的現(xiàn)狀、發(fā)展過程中出現(xiàn)的各類問題及目前所處的內(nèi)外環(huán)境為基點,詳細地對其營銷策略的可行性等進行了探討;最后針對JY律師事務出現(xiàn)的問題,對其市場定位進行了研究,制定了相應的服務營銷策略,同時為服務策略的實施制定了相應的保障措施。
[Abstract]:Since its establishment, JY law firm has been one of the earliest small and medium-sized law firms in Shenyang. The JY law firm has been developing for more than 20 years since it was established through continuous restructuring and development. Has formed a preliminary scale and has a certain local influence, but in recent years, the size and number of business of JY law firm has remained unchanged. Lack of market positioning and development goals. JY lawyers belong to a small and medium-sized firm, so for such a firm, in the marketing market, how to face the dual pressure from large domestic law firms and internationally renowned law firms, Combined with the actual situation, to give full play to their own advantages, so as to win a place in the increasingly fierce market environment, which has become a very realistic and urgent problem for the current JY lawyer affairs. This topic takes JY law firm as the research object, taking Shenyang legal service market as the research background, based on the research of the inside and outside environment of the JY law firm, trying to carry on the market orientation for the correct development of the JY law firm. It is of great significance for the future development of JY law firm to adopt reasonable marketing strategy to realize its economic benefits. At first, this paper makes a detailed research and analysis on the theory of service marketing, expounds some characteristics of service marketing itself, and makes a simple analysis of the difference between traditional marketing and service marketing. Then, based on the current situation of JY lawyer service marketing, various problems in the process of development and the current internal and external environment, the feasibility of its marketing strategy is discussed in detail. Finally, aiming at the problems of JY lawyer affairs, this paper studies its market orientation, formulates the corresponding service marketing strategy, and formulates the corresponding safeguard measures for the implementation of the service strategy at the same time.
【學位授予單位】：東北大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：D926.5

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