| Beijing Shiyu LLP(Limited Liability Partnership) established in1998which isan earlier law firm of partnership founded in Beijing. The first LLP in Pinggu Distict,Beijing. Although it is a small law firm but the scale and impact of Shiyu LLP ismagnificent and sublime. During two decades operation from Shiyu LLP founded,the slow development and the fuzzy marketing and objection leads to careerbottlenecks. There leads some issues about how to identify the advantages in marketposition while under the stress of charge at large corporations and win a place in lawservice marketing during the competition with SMS law firms. And the solution forthese problems seems urgently. This Paper for Shiyu lawyer firm, combines relatedservice marketing theory and lawyer firm service of features, for Beijing especiallyPinggu district around of economic, and social environment, and policy, legalenvironment, and social culture environment, and technology environment, variousexternal environment factors for analysis, according to industry itself development offeatures and competition of situation, clear market customer needs, for marketsubdivision, find associate target customer; on Shiyu lawyer firm for SWOT analysis,according to lawyer firm itself has of advantage and disadvantage, And faced ofopportunities and threat, determines developed marketing strategy of direction,compared find existing marketing strategy in the exists of problem, on problemcauses started analysis research; last according to paper analysis, determines targetmarket then for market positioning, developed meet Shiyu lawyer firm itselfadvantage and development direction of marketing strategy, highlight features,weaknesses, through reasonable of strategy for Shiyu lawyer firm won more big ofdevelopment space.First, this paper reviews existing service marketing theory and analysis, service is different on the basis of the characteristics of service marketing and explained thedifference between traditional marketing.Second, using the theory of marketing environmental analysis, on the macroenvironment of Beijing’s legal services market, competition in the industry, thecustomer needs to carry out comprehensive analyses, and subdivided according tothe actual situation on the market for legal services.Third, development process of brief Shiyu law firm, for firms to carry outanalysis of advantages, disadvantages, opportunities and threats analysis, SWOTanalysis of existing conditions, marketing strategies, as well as to analyze theproblem, find their own reasons.Finally, according to market segments and target groups of customers,combined with the firm’s strengths and challenges, identify market positioning,Shiyu law firms to develop marketing strategies, and developing the normaloperation of the service policy safeguards.At present, many small and medium sized law firms for legal servicesmarketing has not been enough attention, unclear market positioning, targetcustomer is not clear, existing marketing methods have no system. To adapt to themarket development, understand consumer needs, according to its own servicescharacteristic of the development of relevant services was an inevitable trend ofmarketing strategy. Article positioning in helping law firms, to develop appropriatemarketing, law firm marketing abilities to a certain extent help to raise.. |
