發(fā)布時(shí)間：2018-08-27 11:53

【摘要】：隨著經(jīng)濟(jì)社會(huì)的不斷發(fā)展,我國的律師業(yè)已經(jīng)走過了將近三十年的曲折歷程,在滿足客戶需求方面取得了顯著的成績,有力地推動(dòng)了社會(huì)主義法制建設(shè)的進(jìn)程。但與此同時(shí),目前中國律師業(yè)的市場化運(yùn)作現(xiàn)狀卻令人擔(dān)憂,普遍存在競爭過熱和供不應(yīng)求的假象和律師執(zhí)業(yè)難、生存難的現(xiàn)象。因此,在服務(wù)經(jīng)濟(jì)時(shí)代,國內(nèi)律師事務(wù)所應(yīng)該走專業(yè)化經(jīng)營的道路,為市場提供差異化、優(yōu)質(zhì)化的服務(wù),改變營銷理念,最終形成品牌效應(yīng),從而更好地順應(yīng)這一時(shí)代的要求。 本文以東莞MC律師事務(wù)所歷時(shí)三年的專業(yè)化經(jīng)營實(shí)踐作為研究對(duì)象,采用實(shí)例分析法,結(jié)合STP營銷定位、內(nèi)外部環(huán)境分析和4V營銷策略組合(服務(wù)的差異化、功能化、附加價(jià)值和共鳴)等現(xiàn)代營銷理論,對(duì)該所在營銷定位和營銷策略的選擇、實(shí)施等各方面存在的問題進(jìn)行了詳細(xì)分析,提出了相應(yīng)的研究結(jié)論和解決辦法。在營銷定位方面,律師事務(wù)所要根據(jù)自身?xiàng)l件和外部環(huán)境因素量力而行,目標(biāo)市場的選擇不能過多。在營銷策略的選擇和實(shí)施方面,律師事務(wù)所不能過于片面和單一,要采取內(nèi)部營銷和外部營銷兼顧,采用服務(wù)差異化和功能化,并通過提供更多服務(wù)附加值來滿足客戶的最大期望值,從而引導(dǎo)客戶產(chǎn)生“共鳴”。論文提出,東莞MC律師事務(wù)所應(yīng)以客戶滿意和與客戶產(chǎn)生“共鳴”為戰(zhàn)略目標(biāo),以恰當(dāng)?shù)氖袌黾?xì)分和定位為基礎(chǔ),以有效的營銷組合策略為核心,注重內(nèi)外部營銷結(jié)合,最終實(shí)現(xiàn)該所的品牌價(jià)值。 本文的研究不但能夠幫助東莞MC律師事務(wù)所解決其在專業(yè)化經(jīng)營過程中遇到的現(xiàn)實(shí)問題,而且能夠指導(dǎo)其它律師事務(wù)所的營銷實(shí)踐,使律師事務(wù)所的經(jīng)營水平得到提高,最終服務(wù)于我國社會(huì)主義民主法制建設(shè)。
[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.
【學(xué)位授予單位】：蘭州大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2011
【分類號(hào)】：D926.5

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

1 胡東;律師事務(wù)所營銷策略研究[D];西北農(nóng)林科技大學(xué);2012年

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本文編號(hào)：2207198