河北N律师事务所服务营销策略研究

发布时间：2018-04-09 23:37

本文选题：河北N律师事务所　切入点：服务营销　出处：《河北大学》2017年硕士论文

【摘要】：市场经济的高速发展以及法治国家建设步伐的加快,带动了法律服务行业的迅猛发展。然而,我国律师行业内的律师事务所,大多管理理念落后,没有构建特色系统的服务营销体系,与市场的不匹配也就日渐显现了出来。在这样的行业大背景下,律师事务所面临面临的最重要问题就是,如何适应当今经济趋势,满足法律服务市场需求,制定有效可行的服务营销策略。本文运用菲利普“全方位营销”观念下的现代新4P理论为理论基础,结合河北N律师事务所的实际情况,系统的分析了河北N律师事务所的服务营销的现状,其在管理模式、团队建设、营销渠道等多方面都存在着问题,通过SWOT分析法对律师事务所内部环境优势、劣势及外部环境的机遇和挑战的分析,得出当下律所面临较好发展机遇、较弱竞争危险的结论。然后运用STP定位法对律师事务所进行市场细分,将律所的市场根据顾客主体的性质不同进行了三级市场细分,根据律所的现有业务情况及发展目标,对这些细分市场金星评价和选择,最终确定目标市场。最后,根据律师行业的行业特点,从服务可量化、服务创新化、服务多元化和服务增值化四方面的角度制定了河北N律师事务所的服务营销策略。
[Abstract]:The rapid development of the market economy and the acceleration of the construction of a country ruled by law have led to the rapid development of the legal service industry.However, most of the law firms in the law profession of our country are backward in management idea, and do not have the service marketing system of constructing the characteristic system, the mismatch with the market also appeared day by day.Under such a background, the most important problem that law firms face is how to adapt to the current economic trend, meet the needs of the legal service market, and formulate effective and feasible service marketing strategies.Based on the modern 4P theory of Philip's concept of "omni-directional marketing" and the actual situation of Hebei N law firm, this paper systematically analyzes the present situation of service marketing of Hebei N law firm and its management mode.There are many problems in team building, marketing channels and so on. Through the analysis of the internal environmental strengths, weaknesses and opportunities and challenges of the external environment of law firms by SWOT analysis, it is concluded that the current law firms are faced with better opportunities for development.The conclusion that there is a danger of weaker competition.Then we use the STP positioning method to segment the market of the law firm, and subdivide the market of the law firm according to the nature of the customer, according to the existing business situation and the development goal of the law firm.These segments of the market Venus evaluation and selection, the final target market.Finally, according to the characteristics of the law profession, this paper formulates the service marketing strategy of Hebei N law firm from four aspects: quantifiable service, service innovation, service diversification and service increment.
【学位授予单位】：河北大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：D926.5

【相似文献】