How do law firms do a good job in marketing? In the past ten years, China's lawyer industry has made great progress: the number of practitioners has increased to 11,, the number of practicing institut

How do law firms do a good job in marketing? In the past ten years, China's lawyer industry has made great progress: the number of practitioners has increased to 11,, the number of practicing institutions has increased to more than 1,, and the business income has increased to 8 billion yuan. With the improvement of China's democracy and legal system construction, the cake of lawyer market will become bigger and bigger. However, this attractive scene cannot hide the fact that the business polarization of law firms is extremely serious, and a few law firms are overwhelmed in order to handle cases in a rolling way; However, most law firms are in a state of starvation for a long time because of their limited strength and lack of effective marketing strategies, so they have to take some unconventional or even illegal measures in order to get more share. With China's accession to the WTO, the pressing situation of foreign law firms and the impending events have made the competition of China's law profession enter a white-hot stage. How to improve the competitiveness of law firms has become an urgent problem in front of law firms. The author thinks that we should adopt the strategy of both internal and external training: improving the quality of lawyers abroad and strengthening the management of law firms by adopting the enterprise operation mode; Implement marketing strategies that adapt to the development of market economy. First, the concept and characteristics of Marketing in the lawyer industry: marketing originated from the English word marketing, which was initially defined by the American Marketing Association in 196: guiding products and services from producers to all commercial activities of consumers or users. Specifically, it refers to the commercial activities to improve goods and services through creation, so as to meet the needs and desires of consumers and achieve business goals. It is mainly to solve the contradiction between production and consumption and meet the needs of living consumption or production consumption. With the development of society and the progress of science and technology, as well as the improvement of people's living standards and the changes of consumer demand levels from low to high, from simple to complex, the contradiction between social production and consumption is more complicated. This requires efforts to resolve these contradictions so that consumer demand can be better met. The fundamental task of marketing is to try to resolve various contradictions between production and consumption, so as to keep the supply of producers consistent with the needs of consumers and realize the unity of production and consumption. Marketing is to create economic utility by implementing its basic functions and play its role in resolving the contradiction between production and sales, so as to achieve a win-win result for consumers and enterprises. According to different marketing objects, marketing can be divided into consumer goods marketing and service marketing. Law firm marketing is a kind of service marketing, which has the following characteristics compared with consumer goods marketing: 1. Intangible. What law firms provide is a kind of legal service, not a tangible commodity, which makes it difficult for consumers (that is, customers) to evaluate their quality in an intuitive way before consumption. Before buying other tangible goods, consumers can choose their own products by comparing the parameters such as color, style and smell. As for legal services, they can only make choices by indirect means such as experience and others' introduction. More importantly, the acceptance of legal services is based on a solid trust, which makes it more necessary to implement marketing strategies to expand the legal service market, so that consumers can have trust and dependence on law firms at the perceptual level. 2. Heterogeneity. Different from the mass production of tangible goods, service is basically a series of human behaviors, which determines that any kind of service has its own characteristics. Legal services are even more obvious in this respect: different social classes, different living environments and different education levels require different services. The complexity of society makes it necessary for law firms to comprehensively consider the influence of various factors when providing services in different situations; At the same time, legal services are aimed at all aspects of society, ranging from company listing to enterprise merger and acquisition to work injury and divorce, which makes any two legal services very different. 3. Perishability. Legal services cannot be stored, resold or returned like other commodities. More importantly, a legal service is extremely important to the parties, which may not only affect the life safety of the parties (such as death penalty defense), but also affect the property rights of the parties. This requires law firms to be faithful to clients with a rigorous attitude while providing services, and on the other hand, to formulate strong remedial measures. Second, the marketing strategy of the law firm According to the characteristics of the lawyer profession, the author believes that the following marketing strategies can be adopted: 1. Brand strategic brand is the business name and logo provided by enterprises for their products and services. Because brands symbolize the reputation of enterprises and mark the quality of products, consumers often buy goods and receive services according to brands. Especially for law firms providing legal services, brand building is particularly important. Because it is different from consumers' direct perception of the main factors when choosing other commodities, the characteristics of the legal service industry determine that when choosing legal service providers, the parties are more concerned with the establishment of trust in service providers. The basis of trust comes from the brand of law firms, so brand is the most advantageous weapon for law firms to compete. Only by taking the road of brand management can law firms effectively occupy the legal service market. Implementing brand strategy: (1) Improving service quality is the soul of an enterprise. Only by providing high-quality and efficient services to clients can law firms expand their popularity and reputation. Service quality is divided into process quality and output quality. For example, the specific litigation judgment belongs to the output quality, and the lawyer's listening skills or citizen attitude in the service process are the embodiment of the process quality. They do not exist in isolation, but often interact with each other. In order to improve the service quality, law firms should pay attention to every detail from the beginning of providing services, from the time and place of contact with customers to the dress and conversation when they meet, because these nuances will affect customers' brand awareness of law firms. Of course, in the process of handling cases or providing legal advice, we should maintain a rigorous and responsible attitude. Only in this way can the interests of the parties be maximized. (II) Improving the brand code The brand code and logo of the design law firm represent the cultural connotation and service concept of the firm. A concise and distinctive code name can leave a clear impression and profound perception on customers at the first time, so that customers can have a deeper understanding of law firms in a short time. For example, the name and emblem of Harada Law Firm fully reflect its service purpose, scope and professional knowledge, as well as its maintenance of fairness and justice. (3) Strengthening the tangible display Due to the intangible characteristics of legal services, when choosing a law firm, the parties need tangible clues to judge their services in addition to obtaining information through newspapers, friends and other media. Strengthening the tangible display aims to deepen the parties' understanding of the law firm through the tangible facilities or service scenes of the law firm, so as to urge the parties to make their own choices. The contents of the tangible display are as follows: service scenes, other tangible objects, external facilities, internal facilities, business cards, external design and decoration styles, web pages, layout manuals of the surrounding environment, parking lot air quality/temperature, office appliance signs, charges, spacious and bright office space, orderly service environment, etc. Hardware is the embodiment of the strength of law firms, and it can also make customers feel happy when receiving services. Strengthening its construction is conducive to enhancing the brand image and enhancing the trust of the parties in the law firm. 2. Relationship marketing strategy Relationship marketing strategy essentially represents a typical marketing transformation; From acquisition/transaction-centered to retention/relationship-centered, the goal is to establish and maintain long-term customer groups. This strategy is mainly aimed at enterprise customers, because enterprises will inevitably encounter various legal disputes in the course of operation, which requires law firms to do their best to maintain the relationship with customers in order to establish long-term cooperative relations. At the same time, the basis of legal service relationship is the full trust of clients in law firms. Therefore, a large number of markets can be effectively occupied by simple maintenance means. The implementation of relationship marketing strategy: (1) Personalized services As discussed earlier, legal services are heterogeneous. Every customer needs different services. This requires law firms to design different service schemes according to the requirements of clients, so as to better meet the requirements of clients. (2) Supervision Relationship By regularly investigating the clients' sense of value, quality and satisfaction with the service, the law firm can understand the shortcomings in the service at this stage, thus improving the service quality and better safeguarding the clients' rights and interests. 3. Public * * * Relationship Strategy The public * * relationship strategy is different from the relationship strategy with customers described in the above point. It refers to the activities that law firms use information dissemination to make themselves and the public understand each other and adapt to each other. Its value lies in: first, establishing the social reputation of law firm and expanding its influence; Second, establish two-way communication channels with customers. There are many ways to realize the strategy of public relations, such as opening columns in newspapers, magazines and other media to answer public legal questions; You can also participate in street legal consultation activities. Through these forms, on the one hand, the public's intimacy and trust in law firms have been deepened, and at the same time, the role of lawyers as legal workers in returning to society has been reflected. 4. Market segmentation strategy. The legal market involves all levels of society, and no law firm can be good at any type of cases. At the same time, today's society is developing by leaps and bounds, and new things are constantly emerging. For example, due to the popularity of the Internet in the past decade, a large number of network infringement cases have appeared, which was unheard of in the past. It is unrealistic for a law firm to deal with all legal cases calmly in time and energy. This requires all law firms to find the right market positioning and determine the target customer base according to their own staffing, market demand and realistic environment. However, because the current legal market is still in the development stage, the market share is extremely limited. Under normal circumstances, law firms still adopt the strategy of generalizing all categories. With the continuous expansion of the legal service market, law firms can gradually determine their own service scope, which is conducive to the improvement of service quality and convenient for the parties to choose service providers. 5, advertising strategy The seller's market in modern society has already bid farewell to the era when wine is not afraid of the deep alley, and we should always drink about good goods. Due to the complexity of the legal service industry, when choosing a service provider, it is impossible for the parties to be clear at a glance like shopping malls. In addition, the parties lack relevant experience and professional knowledge, which makes the rational analysis account for a small proportion and rely more on a perceptual knowledge. The role of advertising is to influence the attitudes, ideas and behaviors of potential customers through radio, television, newspapers, magazines and the Internet. The implementation of advertising strategy: (1) Targeting. The purpose of advertising is to stimulate consumption, so we must choose the design scheme according to the psychological characteristics and consumption preferences of customers and highlight the theme of advertising. From the perspective of consumers, the consumption motivation of the legal service market has both individuality and individuality. In terms of sex, what the parties need is to safeguard their legitimate rights and interests; In terms of personality, because each party's specific requirements are different, such as enterprises and individuals, civil disputes and criminal disputes, there are great differences. On the basis of the above-mentioned market segmentation, law firms can design advertisements for their target customer groups in order to achieve targeted and immediate results. (2) The advertisements are concise and distinctive. The expectation of justice and the desire for rights and interests are the biggest original intention of the parties to accept legal services. The advertisements of law firms should be suitable for the clients' psychology, and let the clients have a sense of trust with concise advertisements. For example, the slogan of Yuan Ye Law Firm: Loyal to the facts, loyal to the law and loyal to the parties simply and clearly shows the service concept of protecting the rights and interests of the parties to the greatest extent within the scope of the law, which is very impressive. In a word, with the intensification of market competition and the improvement of service market, the importance of law firm marketing will be highlighted.