The Research On Holistic Marketing Tactics Of Shanxi FW Law Firm

In today's world,with the development of the Internet,knowledge economy and high technology,the new economic model,which is the core for demanding the consumer,is rapidly rising.Every market subject must face the problems like global market integration,digital survival,customized services,and international competition.With the development of China's economy and the deepening of reform,the people's living standards have been improved,the legal awareness has been gradually strengthened,and the demand for legal services is increasing.But compared with the developed countries in Europe and America,our law firms have developed for a relatively short time,service innovation ability is weak,the serious homogenization,single marketing mode,and marketing idea lag,which not only seriously affects the law firm's own development,but also can't meet customer needs.Under the new economic model,the new theory is needed to guide the marketing and management practices of law firms,and to enhance the competitiveness of law firms through the innovation of marketing concept,mode and strategy.Shanxi FW law firms are also facing the same problem.The theoretical basis of this paper is the holistic marketing theory.This theory is proposed to adapt to the new economic era,including relationship marketing,integrated marketing,internal marketing,and performance marketing in four dimensions.The marketing process is divided into an exploration of value,value creation and value transfer,It shows us the new trend of marketing development.Under the guidance of these theories,this paper uses the method of combination of qualitative and quantitative analysis,combining the marketing status and environment of lawyer FW,analyzes the firm's strengths and weaknesses,threats and opportunities,then propounds the reverse strategy,which can complete the short board with the help of holistic marketing theory,and gradually formed the core competitiveness.The new marketing strategies includes the relationship marketing,integrated marketing,internal marketing,performance marketing,then we can build four competition platform including products and services,enterprise architecture,operating system,marketing activities,and enhance the abilities of value exploration,value creation and value transfer,then shapes the unique brand advantage and core competitiveness of FW Law Firm.