The Service Marketing Tactics Of G Law Firm

Law firm G was founded relatively earlier in 2010, which a small firm in Tianjin with a good reputation in law industry. Over the years the scale of the firm has not been expanded and was lack of clear market orientation and goals. How to identify the advantages of market positioning for law firms such as firm G in the Chinese legal service market which has the absolute number of small law firm in face of a double squeezing of local and international well-known large law firms? How to gain the market in the fierce market competition? This article attempts to take Law firm G as the research object, using services marketing theory and strategic management theory and related knowledge, basing on the external environment analysis of Tianjin legal services market and the development of the industry itself, with G's own characteristics and resources, and finally proposes a appropriate development marketing strategy. Main tasks are as follows:Firstly, analyze the market environment of industry competition structure for Tianjin legal services market through marketing environment theory and Porter Five Forces Model theory, and confirm the external environment for the development of Tianjin law industry; Besides, through requirements analysis of the customers and combined with its own strengths and weaknesses of law firm G, finally make a clear market position of Firm G.Secondly, based on the analysis of internal and external environment of law firms and organization model and market positioning fit for the development of firm G, with using 7P and value chain theory of services marketing, focusing on the product strategy, marketing strategy, personnel strategy and services process strategy of firm G, and propose for services marketing strategy of firm G.Thirdly, from the point of view of extension and guarantee of implementation of service marketing strategy, discusses about the respect for self-value of employees, corporate culture building and service quality management to ensure the smooth implementation of marketing strategy. .