Guangxi Law Firm Jk Service Marketing Strategy Research

Guangxi JK law firm was founded in1996, Guangxi is the earlier set up a law firm, in Guangxi in the industry are larger and have a certain influence, but in recent years the scale and business has been hovering in place did not get larger development, itself has no clear market positioning and development goals. Like the Guangxi law firm JK, which represents the current domestic quantity occupies the absolute majority of small and medium-sized law firm partnership, how to face the domestic first-line modern large-scale lawyers and legal services double challenge, play their own advantages, so that we can in the fierce competition in the market environment to survive and seek long-term development, the it is a very real problem. This paper takes Guangxi JK law firm as a case study, using the service marketing theory, combining the characteristics and legal services, based on the current domestic legal markets especially Guangxi legal services market competition environment, and analyzes the Guangxi law firm JK, the oneself characteristic and advantage, put forward a reasonable market position, develop forward-looking service marketing strategy.First of all, this paper first analyzes on the service marketing theory, analysis of the characteristics of service marketing, service marketing and traditional marketing. Then, through to the Guangxi law firm JK service marketing status and the analysis of the external environment, to explore the feasibility of using the service marketing strategy and service differentiation characteristics. Finally, the Guangxi law firm JK, according to its own advantage and existing problem analysis, accurate market positioning, on the choice of marketing strategies discussed and formulate corresponding marketing measures.The legal services of lawyers intangible characteristics caused by many law firms have not formed the system of marketing system, market positioning is fuzzy, in order to adapt to the market needs of the situation, the law firm must research service marketing mix strategy, to enhance marketing capability. This research is in practice for law firms to strengthen the marketing level, develop business ideas, but also to some extent on the service marketing theory of.