Research On Marketing Management Of Foreign Law Offices In China

Economic globalization is accompanied with trade liberalization, production internationalization, capital globalization and technology globalization. Accordingly, legal service is globalizing to keep pace with the trend of the times. As China’s economy plays a more and more important role in the global economy, China’s inbound and outbound legal service markets both grow rapidly. Foreign law firms are flourishing as well as China local law firms. With the business expansion of foreign law firms, hidden operational problems emerge. The marketing management, which is an important part of strategy planning, has been gradually concerned by foreign law firms.This thesis presents a study of the marketing management of foreign law firms in China based on the current status of China’s legal service industry. Firstly, this thesis discusses the development of legal service market and foreign law firms’ development situation, business model, business scope and marketing management. Secondly, this thesis analyses the marketing environment of foreign law firms focusing on the current problems with the PEST and SWOT analysis methods. Lastly, this thesis explores and stipulates the practical marketing management strategies in the seven aspects of 7Ps marketing theory(product, price, place, promotion, people, physical evidence and process) and effective customer relationship management.This thesis aims to solve the current problems and avoid operational risks of the foreign law firms’ marketing management. The study also intends to provide guidance to the business operation of foreign law firms as well as improve the comprehensive strength and competitive strength of China local law firms and turns the China local law firms to branding, scale development, specialization and internalization.