Research On Legal Service Marketing Strategy Of Nantong XX Law Firm

With the deepening of the rule of law these years, especially after the release of the important file Decision of the CPC Central Committee on major issues concerning comprehensively promoting the rule of law from the 4th plenary session of 18th CPC Central Committee, public awareness of the rule of law has been further enhanced. In the meantime, public demand for legal services keeps growing, creating unprecedented opportunities for law firms and lawyers. However, due to the slow start of China’s domestic legal services market, there are only very limited amount of new and cutting-edge marketing theories. Law firms, therefore, have to stick to the traditional theories that had a hard time keeping up with the information age, creating only few results. Lacking of good marketing strategies can barely create any steady growth, law firms could only use very few customers, greatly restricting the further development of the firms.Therefore, based on the existing marketing theories, this essay selects Nantong XX Law Firm as the research object and finds a number of problems from this-law firm’s existing marketing strategies. Also, according to STP theory, the paper divides the legal service market into several parts and comes to understand their distinctions, analyses customers’methods and their psychology when they are trying to hire a law firm or a layer and eventually formulates targeted and practical marketing strategies for the firms,so as to guide them start new marketing activities in a scientific and sophisticated way that can generate great results for these firms, pushing them to achieve even more success.