Dongguan MC Law Firm Marketing Strategy

With the continuous economic and social development, China's lawyer industry has gone through a tortuous course in the service economy for nearly three decades. Meeting customer demand has made remarkable achievements. It is a strong impetus in the process of building the socialist legal system. At the same time, with the market-oriented industry development, the lawyers operation is making us worried. On one hand, lawyers are focusing on the limited kinds of business scopes, so the lawyers are very competitive. Many lawyers have a difficult time finding practice. On the other hand, there are far more business scopes under "discovery", so there is still a big demand for more lawyers. Thus, the domestic law firms should take the road of professional management, providing the law service with differentiation and high quality, changing the marketing idea, and ultimately forming the firm brand and adapt better t to the demands of the times.This thesis is targeting Dongguan MC law firms'three-year professional management practice as the research object, adopting the method of case analysis, combining STP marketing positioning, it also encompasses, internal and external environment and 4V marketing mix (Service Differentiation, Functionality, Added value and Resonance) and other modern marketing theory. The thesis is studying the area of the market positioning and marketing strategy, analyzed the problems existed in the market selection and implementation, and concluding the corresponding solutions. As for positioning in marketing, according to law firms' own condition and the external environmental factors, law firms should not make too many targeting markets in the implementation of marketing strategy, the law firm should take into consideration both internal and also external marketing. To meet the customer's greatest expectations, law firms should not only pervade more professional and differentiated services, but also add more values, make the services more functional and guide customers to have a "resonance" with the law firm.With an effective marketing mix strategy as the core, the strategic goal of Dongguan MC law firm is customer satisfaction-orientated, eventually achieving the "resonance" with customers, based on the appropriate market segmentation and positioning, focusing on integration of internal and external marketing, and ultimately to achieve the firm's brand value.This study will not only help solve practical problems that Dongguan MC firms have encountered in the operating process, and guide the marketing practices of other law firms, improving their law firm management, but ultimately it will also be the reference resources for the construction of our country socialist's democracy and legal system.