东莞MC律师事务所营销策略研究
发布时间：2018-08-27 11:53
【摘要】：随着经济社会的不断发展,我国的律师业已经走过了将近三十年的曲折历程,在满足客户需求方面取得了显著的成绩,有力地推动了社会主义法制建设的进程。但与此同时,目前中国律师业的市场化运作现状却令人担忧,普遍存在竞争过热和供不应求的假象和律师执业难、生存难的现象。因此,在服务经济时代,国内律师事务所应该走专业化经营的道路,为市场提供差异化、优质化的服务,改变营销理念,最终形成品牌效应,从而更好地顺应这一时代的要求。 本文以东莞MC律师事务所历时三年的专业化经营实践作为研究对象,采用实例分析法,结合STP营销定位、内外部环境分析和4V营销策略组合(服务的差异化、功能化、附加价值和共鸣)等现代营销理论,对该所在营销定位和营销策略的选择、实施等各方面存在的问题进行了详细分析,提出了相应的研究结论和解决办法。在营销定位方面,律师事务所要根据自身条件和外部环境因素量力而行,目标市场的选择不能过多。在营销策略的选择和实施方面,律师事务所不能过于片面和单一,要采取内部营销和外部营销兼顾,采用服务差异化和功能化,并通过提供更多服务附加值来满足客户的最大期望值,从而引导客户产生“共鸣”。论文提出,东莞MC律师事务所应以客户满意和与客户产生“共鸣”为战略目标,以恰当的市场细分和定位为基础,以有效的营销组合策略为核心,注重内外部营销结合,最终实现该所的品牌价值。 本文的研究不但能够帮助东莞MC律师事务所解决其在专业化经营过程中遇到的现实问题,而且能够指导其它律师事务所的营销实践,使律师事务所的经营水平得到提高,最终服务于我国社会主义民主法制建设。
[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.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：D926.5
本文编号：2207198
[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.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：D926.5
【引证文献】
相关硕士学位论文 前1条
1 胡东;律师事务所营销策略研究[D];西北农林科技大学;2012年
，本文编号：2207198
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