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论文编号：	11608
作者编号：	2220160590
上传时间：	2020/6/8 23:37:38
中文题目：	北京A律师事务所品牌建设研究
英文题目：	Research on the brand shaping strategy of Beijing A Law Firm
指导老师：	牛建波
中文关键字：	律师事务所；品牌建设；品牌资产；品牌管理
英文关键字：	Law firm；Brand constructing；Brand equity；Brand management
中文摘要：	在改革开放政策的贯彻实施下，依法治国日渐成为我国政治制度建设与社会治理的核心理念。而作为法律服务业重要部分的律师事务所行业也随着律师制度的恢复与发展在法治进程中扮演着越来越重要的角色。而随着时代的发展，法律服务市场不断扩大，竞争者亦如雨后春笋般大量涌现。律师事务所的市场形态由“货品化”的卖方市场过渡向“商品化”的买方市场，其竞争样态也由单纯的对业务、客户的争夺拓展至品牌的塑造与推广，在业务领域做大做强之后追求梳理自身能够长远发展的品牌价值并对外输出。因而律师事务所的品牌建设工作因此愈加重要。但是在品牌建设的过程中，许多律所由于重视不够或者经验不足，导致律所品牌建设效果并不理想，并耗费大量的资源与成本。基于此，论文在结合国内外有关品牌管理的研究文献和国内律所品牌建设现状的基础上，以律所品牌建设为研究对象，利用产业竞争理论、资源基础理论和核心能力理论等品牌管理理论，对A律所的品牌建设现状及其存在的问题进行研究分析，并针对这些问题提出一些改进策略和保障措施。 律师事务所通过品牌建设，不仅可以直接提升律所的品牌知名度，为扩大客户资源和招揽优秀人才提供重要的基础和保障，还有效增强律所内律师的荣誉感与向心力以及忠诚度，为律所的稳健发展集中更强的力量。因此，本文力图立足于律师事务所品牌建设的特殊性以及对北京市A律师事务所品牌建设的实践经验的分析，并结合相关品牌建设学说理论模型，总结出律师事务所品牌资产建设与保障的一套行之有效的方案与路径，以为行业镜鉴。
英文摘要：	With the implementation of the policy of reform and opening up, the rule of law has gradually become the core concept of China's political system construction and social governance. As an important part of the legal service industry, the law firm industry also plays an increasingly important role in the process of the rule of law with the restoration and development of the lawyer system. With the development of The Times, the legal service market is expanding, and competitors are springing up. The market pattern of law firms has transitioned from a "commodity" seller's market to a "commoditized" buyer's market. The competition pattern has also expanded from a simple competition for business and customers to brand building and promotion. Therefore, the brand building work of law firms becomes more and more important. However, in the process of brand building, many law firms do not pay enough attention to or lack of experience, leading to unsatisfactory brand building effect of law firms and consuming a lot of resources and costs. Based on this, the thesis in combination with the domestic and foreign research literature about brand management and brand construction situation, on the basis of domestic firms to law firms brand construction as the research object, using industrial competition theory, resource-based theory and the theory of core competence theory of brand management, brand building of A law firm through analyzing present situation and existing problems, and puts forward some improvement strategies and measures to solve these problems. Through brand building, law firms can not only directly improve the brand awareness of law firms, provide an important foundation and guarantee for expanding client resources and recruiting excellent talents, but also effectively enhance the sense of honor, centripetal force and loyalty of lawyers in law firms, which will concentrate stronger strength for the steady development of law firms. Therefore, based on the particularity of the brand construction of law firms and the analysis of the practical experience of brand construction of A law firm in Beijing, this paper summarizes A set of effective plans and paths for the construction and guarantee of brand assets of law firms based on the theoretical model of related brand construction theories, so as to provide A mirror for the industry.
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