Taiyang Law Firm

The researching object of this thesis is operation specialization and service marketing for a large-scale law firm. The thesis consists of two parts, case and case analysis. The case describes the situation realistically. It tells about the problems with which Taiyang Law Firm was faced . These problems such as disordered management, each does things in his own way, weakly service marketing, etc, are popular in the lawyer industry. In the case analysis part, some theories and tools are used like service process matrix, five-forces model, SWOT, STP, 7Ps and Service Gap Model. Analysises about the characteristics of law service market, each environment and exiting problems are made. Hereby, a lot of suggestion about development stratagem and service marketing strategy for improving competitive capabilities of Taiyang Law Firm are put forward.