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论文编号：	8113
作者编号：	2220140619
上传时间：	2016/5/19 10:58:52
中文题目：	德恒律师事务所市场定位及营销组合策略研究
英文题目：	Study on DeHeng Law Offices Market Positioning and Marketing Mix Strategies
指导老师：	张永强
中文关键字：	SWOT分析，市场定位，营销组合
英文关键字：	SWOT analysis, market positioning, marketing strategy
中文摘要：	自1979年恢复律师制度以来，律师行业历经了三十多年的发展，尤其是近近几年来发展迅猛，行业内竞争也日益激烈。在竞争逐渐进入白热化阶段，德恒律师事务所如若保持核心竞争力，在市场竞争中保持前列地位，甚至继续有所突破，如何对自身进行精准的市场定位并制定合理有效的营销组合策略是其中不能忽视的，需要亟待解决的问题。 本文通过对德恒律师事务所当前市场营销环境分析，以德恒律师事务所近年来的营销现状为研究对象，采用了SWOT分析理论、市场定位理论、营销组合策略理论等市场营销理论为支撑，对德恒在市场定位和营销组合策略的选择与实施等进行了详细的分析，针对目前存在的问题提出了相应的解决办法。德恒市场营销现状主要存在的问题是组织松散，合伙人营销各自为阵；缺乏系统有效的营销培训；缺乏服务标准化体系；忽略了借助现代技术管理客户关系等，因此德恒要重新设计营销组合策略，从服务营销7P角度出发，分别从产品组合、价格、渠道、营销、人员、服务过程、有形展示等进行改进，同时要注重客户关系管理。制定新的营销组合策略后，还要注重营销组合策略的实施过程的把控，分阶段对实施结果进行评价，根据评价进一步优化营销组合策略。 本文的研究不但能够解决德恒律师事务所在市场营销过程中出现的显示问题，促进德恒的未来发展，也能够丰富我国服务市场营销理论的研究。同时可以指导其他律师事务所的营销实践工作，有利于律师事务所的市场化经营，帮助律师事务所实施以客户为导向，精准市场定位，采用一定的营销组合策略的发展战略，最终服务于我国建设社会主义法治国家的总目标。
英文摘要：	Since 1979, the lawyer industry has experienced more than thirty years of development, especially in recent years, it has the rapid development, the competition in the industry has become increasingly fierce. Gradually the competition becomes the white hot, if DeHeng Law Offices maintains core competitiveness and keeps the top position in the market, even continues to make a breakthrough, how to make accurate market positioning and develop reasonable and effective marketing mix strategies is the problem which cannot be ignored and need to be solved. Through analysis of the market marketing environment of DeHeng Law firm, this paper takes the status quo of DeHeng Law Firm marketing in recent years as the research object, uses the SWOT analysis theory, the theory of market positioning, marketing mix strategies theory, analyses the market positioning, selection and implementation of marketing mix strategies thoroughly, and finally proposes the corresponding solutions to the existing problems. The main existing problem of DeHeng Law Offices about marketing is as follows: DeHeng organizes loosely, the partner here lack cooperation. DeHeng merely organizes systematic and effective marketing training. It has not a system of standardization and ignores to manage customer relationship through modern technology etc.. Therefore DeHeng Law Offices need to redesign the marketing combination strategies, starting from the point of view of 7Ps, improves the combination of product, price, distribution, marketing, personnel, services, physical experience respectively, at the same time it should pay attention to customer relationship management. DeHeng not only develops new marketing mix strategies, but also pays attention to the implementation process of the marketing strategies and the evaluation of the results of the implementation. According to the evaluation , it further optimizes the marketing strategies. This research can not only solve the problem of marketing in DeHeng Law Offices and promoting the constant development of DeHeng in the future, also can enrich the marketing theoretical research of Chinese service market. And meantime it can guide the marketing practice of other law firms, has an advantage of the marketing management of the law firm ,and it helps law firms implement development strategies which is customer oriented, accurate market positioning and has the mix marketing strategies, and ultimately it serves the overall goal of building a socialist country ruled by law.
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