律师事务所市场营销战略研究论文

大成律师事务所市场营销战略研究

【摘要】我国律师业通过曲折的进展，现已进入市场化运作的起步时期。律师事务所作为自收自支的市场主体，必须具备适应市场、驾驭市场的能力。因此，律师业需要营销战略理论的指导。但由于多方面的缘故，目前我国律师事务所营销战略理论仍属空白。然而，律师业的进展水平代表着一个国家民主法制建设水平的高低。进展我国的律师事务所营销战略理论，不仅能够完善我国服务营销理论体系，更能够指导律师事务所的营销实践，提高律师事务所的进展水平，从而服务于我国社会主义民主法制建设。作为市场经济的一个重要组成部分——法律服务市场，营销也将在其中发挥日益重要的作用。因此，法律服务市场的主体――律师事务所特不需要引入营销理念，并针对法律服务市场营销的专门性，建立和完善我国律师事务所的营销战略。本论文在对律师事务所和市场营销战略概述的基础上，分析了律师事务所的市场营销战略，建立了律师事务所市场营销战略的一般模式，提出了不同环境下律师事务所应采取的不同战略，并通过案例实证对律师事务所的市场营销战略运用加以演示和讲明。本文的研究以理论研究为基础，并辅以实践例证。通过查阅大量的中外期刊和文献，包括市场营销理论、企业治理理论、营销组合理论等，深层次反思我国

律师事务所市场营销战略中的问题和不足，将市场营销理论引入律师事务所的案源拓展中，并依照市场营销战略相关理论来构建有利于律师事务所营销的理念和战略，以期为解决当前律师事务所案源拓展中存在的相关问题、完善我国律师事务所市场营销工作提供一些建议和参考。

【关键词】律师事务所；市场营销战略；法律服务市场；营销理念

Research on Marketing Strategy of Dacheng Law Firm Abstract:Our legal has now entered the initial stage of market-oriented operation with a devious development. Law firm must have the ability to adapt to the market as a self-supporting

market players to control the market. Therefore, lawer industry need the guidance of the theory of marketing strategy. However, due to various reasons, our law firm marketing strategy theory is still a blank. But the level of development of lawyer industry represents the level of democracy and legal system of a country. Development of China's law firm marketing strategy theory can improve our service marketing theory system besides guiding the practice of law firm marketing and improving the level of development of the law firm. Marketing is the things of social and management processes. Marketing is a product of the market economy. As the markets is more and more mature and consummate, its status in the operation of the market is also rising. The legal services market as a market economy is an important part of marketing in which it will play an increasingly important role. Therefore, the main body of the legal services market --- the law firms in particular need introduce the marketing concept and the special nature of marketing for the legal services market to establish and improve our law firm's marketing strategy.This thesis is outlined in the law firm and marketing strategy on the basis of analysis of the law firm's marketing strategy, it uses to demo and description through case empirical law firm marketing strategy. Through access to a large number of foreign journals and literature, including the theory of marketing, business management theory,

marketing mix theory, the deep-seated problems and deficiencies in the reflection of law firm marketing strategy, marketing theory into the case the source of the law firm expanding its marketing strategy theory to build in favor of law firm marketing ideas and strategies, in order to provide some suggestions to solve related problems that exist in the law firm case source development, improve China's law firm marketing efforts and reference.

Key Words：LLP, marketing strategy, legal services market, marketing idea

目录

1 绪论 (1)

1.1 选题背景和研究意义 (1)

1.2 论文的研究内容和研究方法 (2)

1.2.1 研究内容 (2)