| After six years development, DeHeng Law Firm Shenzhen Office has grown into a leading law firm of Shenzhen. It was continuously elected as the Top Law Firm and the Top Tax-Paying Enterprises of Shenzhen City. Also it is the practice base for Shenzhen Graduate School of Peking University. The service scope of DeHeng Law Firm Shenzhen Office has expanded to security, finance, infrastructure construction, international trade, intellectual property, high-tech, M&A, etc.For the purpose of developing DeHeng Law Firm Shenzhen Office into a "Long-lasting Firm", its lawyers keep reflecting on the deficiencies in marketing management, and try to formulate marketing strategy combination fit for the Shenzhen Office by using analysis and research tools of marketing management.This thesis first makes a full presentation of its legal service marketing, and than, taking the thought of strategic management as guideline, based on the theory for legal service marketing and combining with the actual situation, summarizes the deficiencies in marketing of DeHeng Law Firm Shenzhen OfficeFurther, this thesis studies the political, economic and legal environment of the Shenzhen Office, using the macro-environment analysis method, and studies the advantages, disadvantages, opportunities and threats in marketing of the Shenzhen Office by using the SWOT matrix analysis method. Then the thesis raises several market segmentation standards for target market segmentation, selection and orientation of legal service, and conducts analysis and assessment of the demand specialty and growth potential of each market segments.Finally, this thesis, combining the above analysis results and key theories such as marketing mix, quality control and service marketing, formulates five marketing strategy combinations fit for DeHeng Law Firm Shenzhen Office: entire personnel marketing strategy, relationship marketing strategy, service specialization strategy and service standardization strategy.
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