JY律师事务所法律服务营销策略研究
发布时间：2018-12-30 12:03
【摘要】：JY律师事务所自批准成立后,是沈阳最早期的一家中小型律师事务所之一。JY律师事务所与时俱进,经不断改制与发展,从创办到现在已有二十几年的发展历史,已形成初步规模,在当地具有一定的影响力,但近年来,JY律师事务所的规模与业务数量始终维持不前,缺乏对市场定位及发展目标的确定。JY律师事务属于一个中小型事务所,那么对于这样的事务所来说,在营销市场中该如何面对源于国内大型律所及国际知名律所的双重压力,结合实际情况,对自身优势进行充分发挥,便于在日益激烈的市场环境中赢得一席之地,这对于目前的JY律师事务来说已成为一个非常现实且急需解决的问题。本课题以JY律师事务所为研究对象,以沈阳法律服务市场为研究背景,基于对JY律师事务所内外环境的探究,试图为JY律师事务所的正确发展进行市场定位,进而采用合理的营销策略来实现其经济利益,这对于JY律师事务所的未来发展而言具有非常深远的意义。本课题首先对服务营销理论作了详细的研究与分析,对服务营销自身的一些特性进行了阐述,同时对传统营销和服务营销之间的差异作了简单的分析;接着以JY律师事务服务营销面临的现状、发展过程中出现的各类问题及目前所处的内外环境为基点,详细地对其营销策略的可行性等进行了探讨;最后针对JY律师事务出现的问题,对其市场定位进行了研究,制定了相应的服务营销策略,同时为服务策略的实施制定了相应的保障措施。
[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.
【学位授予单位】：东北大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：D926.5
本文编号：2395558
[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.
【学位授予单位】：东北大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：D926.5
【参考文献】
相关期刊论文 前9条
1 杜宜军;;黑龙江冰城律师事务所市场竞争战略研究[J];经济研究导刊;2014年02期
2 李自根;丘云卿;;关于我国构建公司化律师事务所的几点思考[J];学术研究;2009年04期
3 陶光辉;;SD律师事务所薪酬体系设计研究[J];中国司法;2009年01期
4 林泰松;;律师事务所的品牌战略研究[J];新经济杂志;2008年Z1期
5 邓正华;;中小企业品牌的整合营销传播[J];企业改革与管理;2008年10期
6 杨芳玲;;我国服务营销的现状及发展趋势[J];中小企业科技;2007年01期
7 椨秀桃;_5茂泉;Liao Zhenyun;;中国法律服务业现状和发展趋势[J];中国法律;2006年06期
8 魏俊奎;论现代企业管理制度的创新策略[J];现代管理科学;2005年12期
9 董春江;对深化“两结合”律师管理体制改革若干问题的思考[J];中国司法;2005年07期
相关硕士学位论文 前2条
1 夏欣;W&D律师事务所法律服务营销研究[D];安徽大学;2012年
2 莫晓燕;JS律师事务所的差异化服务研究[D];电子科技大学;2010年
，本文编号：2395558
本文链接：https://www.wllwen.com/falvlunwen/susongfa/2395558.html
