Research For Service Marking Of GuangZhou LaoLiTong Law Consulting Ltd.

This thesis summarizes the specific characters of service, lists the differences between traditional marketing and service marketing, overviews the strategy theory, STP marketing theory and the theory of service marketing mix. This thesis analyzes the macro and micro environment of labor-law service marketing by PEST theory and micro analytical framework. This thesis points out labor-law service marketing can benefit from the macro and micro environment. This thesis analyzes the current situation and main problems in service marketing. Then, this thesis chooses the target market of LaoLvTong company, provides the position for the labor-law service, maps out new 7Ps service marketing mix.This thesis think the mini company such as LaoLvTong should choose focusing strategy to focus on small target market to get regional reputation. This thesis create a small but uncontested blue ocean target market for LaoLvTong by the use of the method of value innovation. The target market is the region including GuangZhou, Foshan and DongGuang city which are close to LaoLvTong company. Consumers from the target market are the big-and-middle-sized enterprises who like to combine labor-law service with personnel policy and pay attention to actual effects of the service. They are very different from the traditional enterprises who just emphasize the risk coming from labor relationship. The top consumers from the target market are the enterprises who are already public companies in the new third stock market or plan to get into it.This thesis reposition the service products of LaoLvTong as "preventive defence experts for labor dispute" according to the theories of positioning and repositioning. This thesis points out that the goal of labor-law service is "preventive defence for labor dispute", and not the "system solution" offered by many labor-law-service companies. It create a new rule in labor-law-service market to reposition the labor-law service.This thesis designs LaoLvTong new service marketing mix of 7Ps. Product strategy is to choose special functions and products mix to meet the nontraditional demand. Price strategy is to set a higher price at the very start and cut it down while competitors try to get into the blue ocean market. Place strategy is to choose more agencies such as accountant office that also provide the same consumers with another service to introduce labor-law service to the consumers. Promotion strategy is to provide free labor-law Open class to the public in the target market. Person strategy is to choose a very positive attitude, professional action, effectual communication with consumer and keeping his word for sever and participating in service process deeply for consumer. Tangible demonstration strategy is to provide consumer with special VI and service form. Process strategy is to set up standard service process, draw service map and control key processes.This thesis also designs the performance management plan for new service marketing mix and gives more suggestions such as add a full time clerk for market, get more cooperative partners, encourage cooperators and provide advertising expense.