A Study On The Internet-based Services Marketing Strategies Of L Law Office

Human society has entered the cyber age and the Internet is changing all trades all the time.Lawyer profession is no exception.Modern lawyer profession in China has undergone the development of more than three decades.So far,there are more than 24 thousand law firms in China,a majority of which are partnership law firms,and there are more than 300 thousand practicing lawyers nationwide.With the further development of social economy and the enhancement of people’s legal awareness,the role of lawyer has become increasingly prominent and the imbalance of supply and demand in legal service market has become more evident.According to statistics,there are more than 1.5 million enterprises or public institutions in China,but only about half a million of them hired lawyers as legal counsel.With the advantage of flattening,efficient and low-cost transmission,network information can be used to improve the efficiency and quality of the entire process of legal service.It’s helpful for regulating the demand-supply balance in legal service market,and is significant for the development of legal service market and the promotion of the rule of law.L law office is the study object of this paper.As a small and medium sized law office set up in 2010,L is young.This eight-year-old law office registered in Guangzhou and employs more than 30 people,including lawyers with an average age of 30.L intends to take the economic advantage of Internet,expand market and build up its unique competitive advantage among more than 24 thousand law firms in China.This paper mainly applies service marketing theory and network marketing theory,analyzes the feasibility and necessity of L carrying out service marketing with the help of Internet,and offers L services marketing strategies.The main contents of this paper are as follows: Analyze external factors that influence L,including economic and social environment,policy and legal environment,sociocultural environment and technical environment.With the help of SWOT analysis,determine the marketing direction of L based on its advantages and disadvantages.Use market segmentation theory to help L law office pinpoint customers.Then,according to previous analysis,help L law office apply appropriate network marketing tools for different customer groups,implement targeted marketing strategies,and provide customers with legal services,so as to quickly raise L’s profile and establish competitive advantages.