服务品牌理论研究-中国政法大学MBA.DOC

中国政法大学硕士学位论文 律师事务所服务品牌构建研究 摘 要 PAGE 2 PAGE 3 论文编号： 律师事务所服务品牌构建研究 中国政法大学研究生院 二○一四年三月 律师事务所服务品牌构建研究 摘 要 我国律师行业经过多年的发展，取得了辉煌的成绩，律师已经成为推动国家民主法制建设的一支不可或缺的重要力量，在建设社会主义法制国家中发挥着积极且重要的作用。随着法制环境的完善、公民权利意识和法律意识的养成、司法权威性的确立，律师行业将迎来更加辉煌的未来。我国律师行业的市场竞争比较充分，不仅有国内逐步成长起来的大型律师事务所和日渐增多的中小型律师事务所，而且有来自世界多个国家和地区的律师事务所在我国设立分支机构，执业律师人数逐年递增。但国内律师事务所的管理尚处于瓶颈期，法律服务市场普遍存在的现象是客户需求高度专业化法律服务与律师事务所无法有效满足之间出现供需矛盾。大多数律师事务所没有差异化竞争的意识，缺乏品牌营销知识和企业管理经验，特别是与发达国家律师事务所进行竞争的国内律师事务所知名服务品牌较少，不能有效地取得高端法律服务市场份额。在此情况下，我国律师事务所需要从企业管理和营销角度入手进行品牌构建，以满足市场需求。品牌是连接客户和市场的媒介，是律师事务所形象和核心竞争力的外化。在竞争环境下，吸引公众的注意力也要依靠品牌。本文拟从工商管理专业视角，将品牌理论导入律师事务所管理，通过研究律师事务所服务品牌构建的关键环节，重点解决律师事务所服务品牌如何定位，如何将无形的法律服务有形化，达到构建品牌以形成核心竞争力，实现占领市场的目的。 关键词：律师事务所 服务品牌 构建 ABSTRACT RESEARCH ON SERVICE BRAND-BUILDING OF LAW FIRM ABSTRACT The lawyer industry has gained brilliant achievements in China after developing for many years. Having contributed a lot to the development of Chinese democracy and the legal system, Chinese lawyers are still playing an important role in constructing the socialist legal country. The Chinese lawyer industry will definitely see into a more brilliant future with the improvement of the legal system environment, the cultivation of the citizen’s rights and legal consciousness and the establishment of judicial authority. The competition for market in Chinese lawyer industry is sufficient now and the number of practicing lawyers is increasing annually. The large domestic law firms, more and more middle and small sized ones, and many branch offices of law firms from different countries contribute to the annual increasing of the number of practicing lawyers in China, thus the competition for market in Chinese lawyer industry is sufficient today. But the management of domestic law firms is still in a bottleneck period. Many law firms cannot effectively meet clients’ demand of highly professional legal service and the contradiction between supply and demand is a widespread phenomenon in the legal service market. Not possessing th