The Services Marketing Strategy Research Of The Law Firms

With more than 20 years development, Chinese lawyer's industry obtained the enormous score with the substantial advance With more than 20 years development, Chinese lawyer's industry obtained the enormous score with the substantial advance. he lawyer play important role in many fields, such as economic,politics and others, promoting the development of the market economy. The lawyer's service already covers finance, securities, real estate, intelligent property right, international trade, anti-dumps, high technology, merger and acquisition,etc. The total income of lawyer is more than 80 hundred millions RMB every year.As a principal part in the law market, the law firms must obtain the ability to fit and control the market. The Chinese law firms have to get the ability to use the services marketing knowledge to improve work. But there is not mature marketing theories of law firms in our country. How can law firms use the methods of marketing in a specific way is a key problem that we must solve urgently.This text is about how the law firm can use the theory of service marketing in a specific way.Firstly, the text describes the condition of Chinese law firms' service marketing and make SWOT analysis. The analysis expresses the environment to lawyer's development is very good. The threat is totally low and the results level is high. So Chinese lawyer's industry is developing in the high speed.Secondly, the text analyzes the STP of China law market. Chinese law firmshould divide China lawyer's market into the low, the middle and the high market, then designate own target market and unify own characteristic on this market to formulate the market localization strategy.Finally, this text formulates the service marketing strategy unifying the law firms service marketing four characteristics, such as invisible, indivisible and the mutability to avoid disadvantage brought by four characteristics of the law firms to service marketing, and use advantage to drew up the law firms service marketing strategy of visible (service product packing strategy, advertisement strategy, brand marketing strategy, pledge marketing strategy), divisible (network marketing, channel marketing), the standardized marketing strategy (legal service idea, standardization and controllable marketing strategy) and self-service marketing,. This analysis builds the foundation for china law firms using service marketing methods.