XY律师事务所商事领域目标市场研究-工商管理专业论文.docxVIP

I I 摘 要 重庆 XY 律师事务所是一家规模较大，在本地区有一定知名度的律师事务所。 面对竞争日趋激烈的法律服务市场环境，事务所必须具备适应市场、驾驭市场的 能力，能够运用市场营销的知识来进一步推进工作。但是目前我国还没有成熟的 律师事务所市场营销理论。市场营销的方法如何在律师事务所中具体运用，是一 个急需解决的问题。 本文正是对 XY 律师事务所如何运用市场营销理论进行初步探讨，以期为解 决这一问题提供帮助。 首先，本文结合国外律师行业的特点和发展趋势，以及目前我国律师行业目 前的发展现状与制约因素，认为律师行业应该往专业化方向发展，并说明了我国 律师行业进行专业化分工的必要性和可行性。 然后，本文在对 XY 律师事务所的情况进行总结的基础上，根据市场细分的 理论方法，按照客户行为所涉及的不同法律领域，将法律服务市场分为：刑事法 律服务市场、民事法律服务市场、商事法律服务市场和行政法律服务市场；接着 选取了四个法律服务细分市场中的商事法律服务市场作为对象进行分析研究，对 其进行进一步市场细分，并详细分析各个细分市场的特点。 最后，根据对 XY 律师事务所的总体情况、业务情况、律师队伍的能力情况 和服务质量情况的分析，发现 XY 律师事务所的资源和能力与建筑及房地产市场 的特点和要求最为匹配，最终选择该细分市场作为事务所的目标市场。 本文的分析为 XY 律师事务所采用科学的市场营销方法打下了基础。 关键词：律师事务所，服务，细分市场，目标市场 II II ABSTRACT Chongqing XY law firm is a large scale law firm which is well-known in Chongqing city. It is facing the severe condition that all the firms have fiercely compete in the legal service market. XY law firms must obtain ability to fit and control the market. The Chinese law firms have to get the ability to use the marketing knowledge to improve work. But there is not mature marketing theories of law firms in our country. How can law firms use the methods of marketing in a specific way is a key problem that we must solve urgently. This paper is about how XY law firm can use the method of marketing in a specific way.  Firstly, the paper introduce the traits and the trend of foreign lawyer vocation and introduce the actuality of the lawyer vocation in China. According to the two parts, the author consider that lawyer vocation should develop itself to specialization .And then, the author explain necessity and feasibility for it. Secondly, in the part of the demonstration study for the paper ,the author firstly introduce the idiographic situation of XY law firm. the whole law service market is divided into many sub-market accord to the different law service fields of the consumer behaviors with the theories of the market subdivides: criminal legal service market, civil legal service market, business legal service market, administration