The study of experiential marketing and its application in legal service :A case study of marital affair lawfirm
Date Issued
2006
Date
2006
Author(s)
Wu, Meng-Ling
DOI
zh-TW
Abstract
The market for legal services in Taiwan has been protected for many years. However, the government has lowered the entry barrier by giving more people passing grade for the bar examination since 1992, and has relaxed restrictions on foreign lawyers practicing in Taiwan since joining the WTO, resulting in a surplus of litigation lawyers.
Legal services have fallen prey to price war, so many lawyers are seeking to differentiate their services, by specialization and by creating a professional image through marketing.
The subject of this study is lawyers and legal firms specializing in marital affairs. Using experiential marketing by Schmitt (1999) as its theoretical basis, with ”strategic experiential model” and “experiential media” forming ”experiential matrix” as its theoretical construct, the study seeks to uncover through case analysis how legal firms can use methods including “sense marketing”, “emotional marketing”, “thought marketing”, “action marketing” and “relationship marketing”, in order to attract clients as well as increase customer satisfaction amid an increasingly competitive market.
Through two-dimensional in-depth interviews, including one lawyer, his/her assistant, and three clients, this study seeks to analyze how the experiential marketing strategy of the lawyer and his/her legal firms has been implemented, and what the clients have perceived.
Subjects
品牌識別
體驗行銷
律師
事務所
experiential marketing
Type
thesis
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