新疆世源律师事务所营销策略研究

发布时间：2018-02-04 11:48

本文关键词： 律师事务所法律服务营销策略　出处：《新疆大学》2017年硕士论文　论文类型：学位论文

【摘要】：我国律师行业作为特殊的专业服务行业,经过近三十多年的迅猛发展,律师事务所在不断增加,律师队伍在不断扩大,目前已经进入了市场化运作阶段,律师事务所同样成为了市场主体,律师事务所同样依赖于市场生存发展,同样受控于市场机制和市场规则,同样需要市场营销。新疆世源律师事务所成立于2000年5月,由三名合伙人共同设立的普通合伙制律师事务所,由于其规模和执业律师人数所限决定其营销战略、营销策略和营销管理的特殊性。律师不同于经商者,但提供法律服务同样是为了获得利益,同样需要在激烈的市场竞争中获取利润。有市场就会有营销,有竞争就需要营销,市场营销的目的,是让顾客接受产品或服务,并在这个过程中满足顾客的需求和期望,律师事务所的产品就是专业化的法律服务,因此营销同样成为了律师事务所需要研究的问题。本论文根据作者在新疆世源律师事务所行政管理岗位上多年的实践工作经验,运用市场营销理论,结合律师行业的实际情况,从目前中小型律师事务所律师营销的角度,以服务营销理论为基础,结合新疆世源律师事务所实际,系统地探索了新疆世源律师所营销中存在的主要问题,事务所市场主体不明晰、事务所营销态度不积极、合伙人间的合作缺失、事务所的奖惩机制不完善、事务所营销资金不足等。影响新疆世源律师事务所的主要因素有:律师行业因素影响、律师行业目前发展特点和未来发展趋势影响,律师行业协会以及律师行业管理部门影响;律师行业竞争因素影响;我国目前律师制度因素影响,律师事务所营销与律师营销影响。故提出了新疆世源律师事务所营销发展方向,从律师事务所营销策略方面,提倡实施专业化、精品化、特色化的营销策略,律师事务所营销的产品是无形产品,但其同样需要完善产品策略,定价策略、渠道策略、促销策略、项目营销策略等。本文经研究认为:法律服务市场在日趋剧烈的市场竞争中,应坚持以客户为中心,通过对律师行业营销的研究,初步发展我国律师行业营销理论,不仅可以完善我国服务营销理论体系,更可以指导律师行业营销实践,有利于提高律师事务所及律师在法律服务市场的核心竞争能力,有利于法律服务行业的可持续发展。如何去把握和应用营销策略,任重道远;如何在丝绸之路经济带这个核心区新疆找出一条适合新疆世源律师事务所的营销策略,从而提高律师在法律服务市场中的比重和位置,是本文所要研究的。
[Abstract]:China's lawyer industry as a special professional service industry, after nearly 30 years of rapid development, law firms are increasing, lawyers are expanding, has entered the stage of market-oriented operation. Law firms have also become the main body of the market, law firms also rely on the survival and development of the market, also controlled by the market mechanism and market rules. It also requires marketing. Xinjiang Shiyuan Law firm was established in May 2000, a common partnership law firm set up by three partners. Due to the limitation of its size and the number of practicing lawyers, it determines its marketing strategy, marketing strategy and particularity of marketing management. Lawyers are different from businessmen, but legal services are also provided in order to obtain benefits. There is also a need to obtain profits in the fierce market competition. There is a market there will be marketing, there is competition needs marketing, the purpose of marketing, is to let customers accept products or services. And in this process to meet the needs and expectations of customers, the law firm's products are professional legal services. Therefore, marketing has also become a problem that law firms need to study. According to the author's practical experience in the field of administration and management of Shiyuan Law firm in Xinjiang for many years, this paper applies marketing theory. Combined with the actual situation of the law industry, from the perspective of the current small and medium-sized law firm lawyer marketing, based on the theory of service marketing, combined with the actual situation of Xinjiang Shiyuan law firm. This paper systematically explores the main problems in the marketing of Xinjiang Shiyuan lawyers' Institute. The main body of the firm market is not clear, the marketing attitude of the firm is not active, the cooperation between partners is missing, and the reward and punishment mechanism of the firm is not perfect. The main factors that influence the law firm of Xinjiang Shiyuan are: the influence of the factors of the law profession, the characteristics of the current development of the law profession and the influence of the future development trend. (B) the influence of lawyers' associations and lawyers' management departments; The influence of competition factors in lawyer industry; At present, the factors of lawyer system, law firm marketing and lawyer marketing influence in our country. Therefore, the author puts forward the development direction of Xinjiang Shiyuan law firm marketing, and advocates the implementation of specialization from the aspect of law firm marketing strategy. Boutique, characteristic marketing strategy, law firm marketing products are intangible products, but it also needs to improve the product strategy, pricing strategy, channel strategy, promotion strategy. This paper believes that the legal service market in the increasingly fierce market competition, should adhere to the customer as the center, through the legal industry marketing research. The preliminary development of the marketing theory of lawyer industry in China can not only perfect the theoretical system of service marketing in our country, but also guide the practice of marketing of lawyer industry. It is beneficial to improve the core competitive ability of law firms and lawyers in the legal service market, and is conducive to the sustainable development of the legal service industry. How to grasp and apply the marketing strategy, has a long way to go; How to find a marketing strategy suitable for Xinjiang Shiyuan law firm in the core area of the Silk Road Economic Belt, so as to increase the proportion and position of lawyers in the legal service market, is what this paper will study.
【学位授予单位】：新疆大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：D926.5

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