The Research On Legal Services Marketing Strategy Of K&D Law Firm

With the rapid development of market economy, lawyer profession is full of competition which is almost an entire competition industry. A great number of law firms provide the same or close services without a core competitiveness or different legal service product. Under such kind of background, K&D law firm, a new law office which has been established for only four years, has faced acid tests.This paper firstly uses PEST method and Michael Porter’s Five Forces Model to analyze the external macroscopic and competitive environment of K&D law firm, and then through exploring its resources, abilities and core competitiveness to analyze the internal environment. The research finds there are so many questions in the marketing situation of K&D law office currently which are low differentiation of service products, single marketing way, less marketing and communication methods, inflexible pricing system and insufficient human resource ability. Aiming at questions above, the author applies STP analytical method and 7Ps marketing mix, confirms the target market localization of K&D law firm, and proposes some suggestions to the existing problems in marketing. Taking labor legal service product as an example, the variety of products could be enhanced through applying service marketing theories. Pricing strategies are improved through introducing a set of pricing strategy, multiindustry pricing strategy, building K&D law E-business platform to expand channel of distribution and marketing communication methods and put forward the strategy of physical evidence and so on.Achievements above had been tested on the practice of K&D law service marketing during the first half year of 2015, which meets the current developing stage of K&D law firm and has a strong application value.