體驗行銷在法律專業服務上之應用：以婚姻案件律師事務所為例

The study of experiential marketing and its application in legal service :A case study of marital affair lawfirm

吳孟玲(Meng-Ling Wu)

指導教授 ： 黃恆獎

國立臺灣大學/管理學院/國際企業學研究所/碩士(2006年)

https://doi.org/10.6342/NTU.2006.03003

摘要

我國律師界歷經數十年保護政策後，在民國八十一年開始大幅開放律師錄取名額，其後又因我國加入WTO，開放外國律師來台執業的限制，導致國內訴訟律師供過於求，律師業開始淪為價格戰的市場，許多律師開始培養自己專業領域，希望藉由行銷手段塑造其專業性，並達到服務差異化，讓自身免於成為價格戰之犧牲者。
本研究以專門處理婚姻案件之律師及其事務所為分析對象，並以Schmitt（1999）所提出的「體驗行銷」為理論基礎，將「策略體驗模組」以及「體驗媒介」所形成的「體驗矩陣」為觀念架構，透過個案的深入剖析，瞭解律師事務所如何運用感官行銷、情感行銷、思考行銷、行動行銷及關聯行銷等手段，在律師多如過江之鯽的大環境中，能夠吸引當事人定提高客戶滿意度。
本研究是透過二個不同面向的深度訪談，對象包括一位律師（及其助理）以及三位當事人，試圖分析律師及其所屬之法律事務所的體驗行銷策略如何執行，以及如何讓當事人有所感受。
本研究發現，在婚姻案件中，律師事務所進行週邊資源整合與連結，藉由各項體驗行銷手段，可提昇客戶體驗價值，當事人會願意支付較高的律師費用，創造更大的利潤空間。

關鍵字

品牌識別 ； 體驗行銷 ； 律師 ； 事務所

並列摘要

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.

並列關鍵字

experiential marketing

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