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论文编号：	12119
作者编号：	2320180515
上传时间：	2020/12/12 10:56:53
中文题目：	ALB律师事务所营销策略研究
英文题目：	Research on Marketing Strategy of ALB Law Firm
指导老师：	武立东
中文关键字：	律师事务所；竞争环境；市场定位；营销策略
英文关键字：	law firm, competition environment, market positioning, marketing strategy
中文摘要：	自1979年律师制度恢复以来，律师从200多人发展到截至2019年底的47.3万人，实现了律师队伍的几何式增长，但是并不意味着律师行业的发展完全顺应了时代的浪潮及现代化的服务业发展模式。受制于律师事务所DNA，传统律师事务所还停留在律师单打独斗及律师的法律知识积累与技能提升层面，没有营销的意识。此外，律师事务所业务的开展也会受到行业外其他竞争者的阻力，面对现今如此激烈的市场竞争，ALB虽然为一家全国性综合律所的天津分所，拥有总部强大的资源及品牌支持，但作为一家成立五年的律所，在营销层面仍存在缺乏标准化产品、缺乏专业人员等问题，在提升专业技能外，如何通过营销策略的实施在天津法律服务市场享有核心竞争力是亟待解决的问题。 本文以律师行业发展历程与社会经济高速发展对律师行业影响为研究背景，针对ALB目前服务现状提出问题、分析成因，ALB律所营销问题既源于律师事务所固有的特性及其传统的律师致力于精进业务理念，也在一定程度上受制于总部对其管理模式。继而运用营销及市场环境分析等相关理论，分析ALB所处的宏观环境及行业竞争环境，通过对商事法律服务市场细分，结合ALB自身资源优势，将目标市场选择为国有企业和外资企业的常年法律顾问及争议解决，ALB应进一步提升其综合性的专业能力，提升品牌影响力，从而形成核心竞争力。根据客户资本性质及业务类型，在分析客户需求的基础上，从产品、价格、商业推广、过程、人员、有形展示等方面提出ALB律所营销策略，具有实践价值。 本文通过对ALB律所营销策略的研究分析，除对ALB律所的发展具有现实意义外，也希望能够对律师行业的发展和律所管理建设提供借鉴意见。
英文摘要：	Since the restoration of the lawyer system is 1979, the number of lawyers has grown from more than 200 to 473,000 by the end of 2019, which has achieved a geometric growth of the number of lawyers. However, it does not mean that the development of the lawyer industry has fully complied with the trend of the times and the development model of the modern service industry. Subject to the DNA of law firms, the traditional law firms are still at the level of the mode that lawyers working alone and accumulating legal knowledge and improving their skills without the awareness of marketing. Also, the law firm business will be affected by other industry competitors. Facing the fierce market competition nowadays, although ALB existed as a national comprehensive law firm in the Tianjin branch and having so much strong resources and brand supports from the headquarters, as a five-year-old law firm, there still exists a lot of problems in the aspect of marketing such as the lack of standardized products and professional team. The problem which has to be settled urgently is how to realize the core competitiveness of the legal services market in Tianjin by the implementation of the marketing strategy but not the improvement of the professional skills only. Based on the impact on the lawyer profession which resorted form the development history of the legal profession and the high-speed development of the social economy, this dissertation is being to arise questions and analyze the causes according to the current service situation of the ALB. It has been found that the marketing problem of ALB is not only as a result of the inherent characteristics of law firms and the traditional idea that lawyers should aim at improving their legal practice only, but also be enslaved to the management mode of its headquarters. This dissertation will analyze the macro environment and industry competition environment of ALB based on the theory of marketing and the market environment analysis. What’s more, combing the resource superiority of ALB itself and through the commercial legal services market segmentation, this dissertation will select the perennial legal counsel and dispute resolution for state-owned and foreign-owned enterprises as the target market and ALB should further enhance not only its comprehensive professional ability but also its brand influence to forming the core competitiveness. According to the nature of customer capital and business type, and based on the analysis of customer demand, this dissertation will point out that ALB law firm service marketing strategy should be proposed from the aspects of the product, price, process, business promotion, people, tangible display, etc., which has practical value. Through the research and analysis of ALB law firm's marketing strategy, this dissertation not only has practical significance for the development of ALB law firm, but also intends to provide reference advice for the development of the lawyer industry and the management construction of law firm.
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