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伴随着知识经济时代的到来,中国法律服务市场的主体——律师事务所的只能正由原来的行政职能型向社会服务型转变。本论文研究通过运用市场营销和社会资本有关理论知识,结合问卷调查和访谈获得的相关资料,分析了Y律师事务所的社会资本状况,提出了适于事务所发展的社会资本的营销策略。以期发挥一定的借鉴作用,指导事务所的营销实践,也有助于拓展地方法律服务市场,发挥品牌效应。
With the advent of the era of knowledge-based economy, the main body of China’s legal services market - law firms can only be transformed from the original administrative functions to social services. By using the relevant theoretical knowledge of marketing and social capital, combining with the relevant materials obtained from the questionnaire survey and interviews, this thesis analyzes the social capital of Y Law Firm and puts forward the marketing strategy suitable for the development of the firm’s social capital. With a view to play a certain role in reference to guide the firm’s marketing practice, but also help to expand the local legal services market, play a brand.