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论文编号：	12941
作者编号：	2320190670
上传时间：	2021/12/14 15:25:56
中文题目：	LC（济南）律所服务营销策略研究
英文题目：	Research on Service Marketing Strategy of LC (Jinan) Law Firm
指导老师：	牛建波副教授
中文关键字：	法律服务；营销策略；市场定位；保障措施
英文关键字：	Legal services; Marketing strategy; Market positioning; Safeguard measures
中文摘要：	我国的法律服务市场初步形成于20世纪80年代中期。随着经济的快速发展，法律服务需求不断增加，法律服务人员及机构加速增长。截至2020年底，全国共有执业律师52.2万多人，其中山东执业律师超过3万人，法律服务市场竞争异常激烈。 LC（济南）律师事务所简称LC（济南），作为LC体系分所之一，成立于2012年，近10年不断稳步向前发展，已成为山东省内大规模的综合性律师事务所，执业律师人员规模在济南闯入前3名，综合创收能力闯入济南前10名，但人均创收在济南前30名左右与众城清泰等头部律所相比稍差。 本文梳理了营销学中经典的STP营销理论、服务营销中经典的7Ps服务营销理论，参照并运用了STP营销理论和7Ps服务营销理论，结合了全国律师行业的数据、山东省律师行业的数据、LC总部的相关数据、LC（济南）的相关数据，分析了LC总部和LC（济南）的营销现状，研究了LC（济南）服务营销方面存在的问题，提出了市场定位和产品策略、渠道策略、人员策略、过程管理四方面的服务营销策略建议，同时对服务营销策略实施的保障措施提出了建议。 本文研究认为，LC（济南）作为一家大规模律所应当实施全方位营销，方能巩固并提高现有行业地位，在保持并提高原有中低端传统法律服务的基础上，重点开拓重大诉讼、重大非诉以及高净值私人客户方面的业务，才有可能突破现有发展瓶颈，跻身成为济南地区口碑、综合收入、人均收入均为前三名的律师事务所之一。
英文摘要：	China's legal service market was initially formed in the mid-1980s. With the rapid development of economy, the demand for legal services is increasing, and the growth of legal service personnel and institutions is accelerating. By the end of 2020, there were more than 522,000 practicing lawyers in China, including more than 30,000 practicing lawyers in Shandong Province, and the competition in the legal service market was extremely fierce. LC (Jinan) Law Firm, referred to as LC (Jinan), as one of the branches of the LC system, was established in 2012, and has been developing steadily in the past 10 years. It has become a large-scale comprehensive law firm in Shandong Province. The scale of practicing lawyers has broken into the top three in Jinan, and the comprehensive income-generating capacity has broken into the top 10 in Jinan. However, the per capita income is about the top 30 in Jinan, which is slightly worse than the head law firms such as Zhongcheng Qingtai. This paper combs the classical STP marketing theory in marketing and the classical 7Ps service marketing theory in service marketing, refers to and applies the STP marketing theory and 7Ps service marketing theory, combines the data of the national lawyer industry, the data of the lawyer industry in Shandong Province, the relevant data of LC headquarters, and the relevant data of LC (Jinan). This paper analyzes on the present marketing situation of LC headquarters and LC (Jinan), studies on the problems existing in the service marketing of LC (Jinan), and puts forward the market positioning and product strategy,Channel strategy, personnel strategy and process management, and put forward suggestions on the safeguard measures for the implementation of service marketing strategy. This paper argues that LC (Jinan), as a large-scale law firm, should implement all-round marketing in order to consolidate and improve its position in the industry, and focus on developing major litigation, major non-litigation and high net worth private clients on the basis of maintaining and improving the original low-end traditional legal services. It has become one of the top three law firms in Jinan in terms of reputation, comprehensive income and per capita income.
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