ABSTRACT
The development of Chinese lawyer system and legal service market is in
accordance with the process of Chinese economic structural reform. While the
economic structure was transformed from Planned Economy to Market Economy,
lawyers have been gradually pushed to the free market and achieved professionalization
and socialization. As the lawyer’s practice institutions, the law firms also realized
transition of its management system from national overall administrative management
model to a multi-level system which combines the administrative management,
industrial management and self-management together, while its internal management
space has been further expanded.
After entering into the 21
st
century, Chinese legal service market has been maturing
through escalation of the reform and opening up, the market demand for legal services
tends to be more professional, modernization and internationalization. But the outdated
internal management system has still been implemented in most of Chinese law firms,
which strongly restricted the quality of legal service. Most of law firms cannot provide a
high level of legal service which meets the demand of middle-end or high-end market,
can only be caught in the fierce competition of the low-end market.
As a partner and manager of Sichuan ZY law firm, the writer made a
self-estimation and evaluation of internal management and service status of the law firm,
pointed out the problems that exist in the service management. The writer introduced
the concept of service marketing, discussed the innovative strategies of law firm’s legal
services from specialization, team and brand building point of view, and explored the
effective way to improve the law firm legal services.
Key words: law firm, legal service, management innovation
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