【作者】 肖胜方；

【导师】 李进一；

【作者基本信息】 暨南大学 ， 工商管理， 2002， 硕士

【摘要】 本文研究的对象是大型律师事务所的专业化经营和服务营销问题。论文由案例和案例分析两部分构成。案例部分以写实的手法描述了太阳律师事务所的现状以及她在发展过程中所遇到的各种问题，即管理混乱、非专业化经营以及服务营销不到位等当前律师行业普遍存在的问题。案例分析部分运用了服务过程矩阵、波特五种力量模型、SWOT分析、STP、7Ps以及服务差距模型等理论和工具，对律师行业的特点、各种外部环境以及太阳律师事务所存在的问题进行了深入的分析，由此对太阳律师事务所着眼于提高竞争力的发展战略和服务营销策略提出了相应的建议。更多还原

【Abstract】 The researching object of this thesis is operation specialization and service marketing for a large-scale law firm. The thesis consists of two parts, case and case analysis. The case describes the situation realistically. It tells about the problems with which Taiyang Law Firm was faced . These problems such as disordered management, each does things in his own way, weakly service marketing, etc, are popular in the lawyer industry. In the case analysis part, some theories and tools are used like service process matrix, five-forces model, SWOT, STP, 7Ps and Service Gap Model. Analysises about the characteristics of law service market, each environment and exiting problems are made. Hereby, a lot of suggestion about development stratagem and service marketing strategy for improving competitive capabilities of Taiyang Law Firm are put forward.更多还原