律师事务所市场营销战略研究论文.docVIP

大成律师事务所市场营销战略研究 【摘要】我国律师业经过曲折的发展，现已进入市场化运作的起步阶段。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。但由于多方面的原因，目前我国律师事务所营销战略理论仍属空白。然而，律师业的发展水平代表着一个国家民主法制建设水平的高低。发展我国的律师事务所营销战略理论，不仅可以完善我国服务营销理论体系，更可以指导律师事务所的营销实践，提高律师事务所的发展水平，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――律师事务所特别需要引入营销理念，并针对法律服务市场营销的特殊性，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说明。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、企业管理理论、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，并根据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 Chinas 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 establi