Research On Brand Communication Of Law Firms From The Perspective Of Integrated Marketing Communication

In terms of the world,the development of law firms in China is relatively late,but with the recovery of the legal industry after the reform and opening up,it has been growing rapidly,gradually developing towards the direction of specialization,branding,scale and globalization.With the economic development and the enhancement of people's legal awareness,China may become the largest legal service market in the future.At present,China's law firms have entered the platform era,the market structure is gradually formed and tends to be stable,and the demand for brand construction and communication is increasingly strong.Media technology fundamentally changes the way people acquire information and make consumption decisions.With the development of technology,social media has gradually gained popularity and shifted the discourse power from content providers in the traditional sense to organizations or even individuals with communication influence.Integrated marketing communication also becomes a reality due to media technology and develops further in the Internet context.The synergy effect of various communication tools has a positive impact on the communication effect,which provides a good theoretical perspective for the brand communication of law firms.Based on the five elements of communicator,media,communication content,audience and communication effect in communication activities,this study observes the brand communication of law firms in China from the perspective of consumers emphasized by marketing communication.The development of media technology provides a good communication environment for the brand communication of law firms.Therefore,Chinese law firms establish brand relations for the purpose of communication,integrate various communication channels in the context of the Internet,and the communication contents fit the needs of consumers,focusing on functional information.Integrated marketing communication is committed to building good relations,combined with the particularity of legal services of law firms,and under the Internet context,the stakeholders of relations make their voices heard through the Internet,and the subjects of communication are more diversified.This study conducted contact point audit by means of questionnaire survey,and concluded the contact points with high importance and priority.Then,through quantitative statistical analysis of the use of this contact point by law firms,it was found that there were great differences in the use of Internet contact points between different law firms.To carry on the thorough research,this paper choose the national famous,regional scale,professional high-quality goods city three law firms,dentsu honeycomb model was applied to the brand construction and content integration study,from the brand contact point of how to analyze its integration of different transmission channels,brand communication and combining with the characteristics of channels for differentiated content production,examine whether the brand communication follows the principle of integrated marketing communications.This paper uses semi-structured interview and questionnaire survey to study the brand communication effect of law firms from three dimensions: brand loyalty,brand trust and brand cognition.In terms of brand loyalty,respondents showed high attitude loyalty and online stickiness.In terms of brand trust,respondents show high trust in the brand of law firms,but at the same time doubt the credibility of their inherent contact points and have a high degree of trust in word of mouth.In terms of brand awareness,respondents showed high brand awareness,while there were some differences among different types of law firms.While following the principle of integrated marketing communication for brand communication,the three types of law firms,namely,nationally renowned large firms,regional large firms and urban professional boutique firms,have different focuses on their core values and resource integration.