湖南民声律师事务所营销策略研究

发布时间：2018-04-11 10:34

本文选题：湖南民声律师事务所 + 律师事务所　；参考：《南昌大学》2012年硕士论文

【摘要】：我国律师行业作为特殊的专业服务行业,经过近三十多年来的迅猛发展,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求生存发展,同样受控于市场机制和市场规则,同样需要市场营销。湖南民声律师事务所成立于1991年7月,是由5个合伙人共同设立的普通合伙制律师事务所,中小型律师事务所的特点,决定了其营销战略、营销策略和营销管理的特殊性。律师虽然不是纯粹的商人,但是同样期待利益,同样需要在激烈的市场搏击中获取利润。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去重视和探讨的问题。本论文根据作者在湖南民声律师事务所执业律师岗位及律师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,结合湖南民声律师事务所实际,系统地探索了湖南民声律师事务所市场营销问题,重点探讨了律师事务所营销策略和营销管理问题。湖南民声律师事务所营销中存在的主要问题为：事务所市场主体不明晰,事务所市场体制运转不畅；律师事务所营销和律师营销不积极、不主动；合伙人各自为营,各律师之间缺乏合作共赢意识；事务所规章制度和奖励机制不健全,发展目标不明确。影响湖南民声律师事务所营销的主要因素有：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；中小律师事务所营销研究应用影响。提出了湖南民声律师事务所营销发展方向：从律师事务所营销战略方面,进行市场细分,确定目标市场,进行市场定位,选择有效可行的营销战略；从律师事务所营销策略方面,提倡实施连锁营销策略和专业化营销策略,建议所与所携手合作及探索其他可行的经营模式,取长补短,合作共赢；律师事务所营销的产品是无形产品,但是其同样需要完善产品策略、定价策略、渠道策略、促销策略；从营销计划、营销组织、营销控制、营销创新四个方面进一步加强律师事务所营销管理。本论文经研究认为：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,进行准确市场细分,进行准确的市场定位,加强营销管理,才能扩大法律服务市场份额,提高其市场竞争能力。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。律师事务所营销战略理论的发展对我国民主法制建设有着重要的意义,律师事务所营销战略应以客户满意为战略目标,以市场细分及定位战略为基础,营销组合战略为核心,企业文化战略为保障,最终综合运用,实现品牌战略,提高律师事务所驾驭市场的能力,提高律师行业的发展水平,从而服务和促进我国社会主义民主法治建设。
[Abstract]:As a special professional service industry , our country ' s lawyer profession has been developing rapidly over the past 30 years . The law firm has entered the market - oriented operation stage .

According to the author ' s experience in the practice of lawyer ' s position and lawyer ' s management position in Hunan Civil Law Firm , this paper makes use of marketing theory and combines with the actual situation of lawyer industry . Based on the theory of service marketing , the paper explores the marketing strategy and marketing management problem of Hunan Civil Law Firm . The main problems in marketing of Hunan folk law firms are as follows : the market subject of the firm is not clear , the market system of the firm is not smooth ;
The marketing and lawyer marketing of law firms are not active and inactive ;
The partners are each battalion , and there is a lack of cooperation and win - win consciousness among the lawyers ;
The regulation and reward mechanism of the law firm is not perfect , and the development goal is not clear . The main factors that affect the marketing of civil law firms in Hunan are : the influence of lawyer industry factor ;
The current development characteristics and future development trend of the lawyer industry ;
The influence of the lawyer industry association and the lawyer industry management department ;
The influence of competition factor in lawyer industry ;
The Influence of the Current Lawyers System in China ;
The Influence of the Marketing of Law Firm and the Marketing of Lawyers ;
The marketing research application of small and medium - sized law firms has influenced the marketing research . The direction of marketing development of Hunan Civil Law Firm is put forward : from the aspect of the marketing strategy of law firms , the market subdivision is carried out , the target market is determined , the market positioning is carried out , and the effective and feasible marketing strategy is selected ;
From the aspect of the marketing strategy of law firms , we advocate the implementation of chain marketing strategy and professional marketing strategy , and suggest that we work together and explore other possible modes of operation , with the advantages of short supply and cooperation and win - win ;
The product of law firm marketing is invisible , but it also needs to perfect product strategy , pricing strategy , channel strategy and promotion strategy .
Further strengthen the marketing management of law firms from four aspects : marketing plan , marketing organization , marketing control and marketing innovation .

Based on the research on the marketing of lawyer industry , it is helpful to improve the market share of legal services and to improve the market competitiveness .

【学位授予单位】：南昌大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：D926.5

【参考文献】