| ACKNOWLEDGEMENT | 第4-5页 |
| ABSTRACT | 第5-6页 |
| 摘要 | 第7-8页 |
| LIST OF ABBREVIATIONS | 第8-17页 |
| Chapter Ⅰ Introduction | 第17-19页 |
| 1.1 Research Background | 第17页 |
| 1.2 Research Objective and Significance | 第17-18页 |
| 1.3 Research Methodology and Framework | 第18-19页 |
| Chapter Ⅱ Literature Review | 第19-32页 |
| 2.1 Definition and Essential Features of Service | 第19-21页 |
| 2.1.1 Intangibility of Service | 第19页 |
| 2.1.2 Inseparability of Service | 第19-20页 |
| 2.1.3 Perishability of Service | 第20页 |
| 2.1.4 Heterogeneity of Service | 第20-21页 |
| 2.2 Services Marketing Strategies | 第21-25页 |
| 2.2.1 An Overview of Services marketing Theories | 第21页 |
| 2.2.2 The 7Ps Marketing Theory | 第21-25页 |
| 2.3 Internet Marketing Strategies | 第25-32页 |
| 2.3.1 The Influence of Internet Economy on Marketing | 第25-26页 |
| 2.3.2 Connotation and Features of Internet Marketing | 第26-27页 |
| 2.3.3 Internet-Based Services Marketing | 第27-29页 |
| 2.3.4 Services Marketing Strategies in Internet Economy | 第29-32页 |
| Chapter Ⅲ Case Description | 第32-34页 |
| 3.1 Profile and Expertise of L Law Office | 第32页 |
| 3.2 Opportunities and Challenges L Law Office Faces | 第32-34页 |
| Chapter Ⅳ Case Study | 第34-63页 |
| 4.1 L Analysis of L Law Office’s Market Environment | 第34-41页 |
| 4.1.1 Analysis of Political Environment | 第34-36页 |
| 4.1.2 Analysis of the economic environment | 第36-38页 |
| 4.1.3 Analysis of social environment | 第38-40页 |
| 4.1.4 Analysis of technological environment | 第40-41页 |
| 4.2. L Analysis of L Law Office’s Competitive Environment | 第41-55页 |
| 4.2.1 Analysis of Michael Porter’s Five Forces Model | 第41-48页 |
| 4.2.2 SWOT Analysis of L Law Office | 第48-55页 |
| 4.3 L Analysis of L Law Office’s Client Demands | 第55-63页 |
| 4.3.1 Market Segmentation Methods | 第55-60页 |
| 4.3.2 Target Clients Selection | 第60-61页 |
| 4.3.3 Analysis of Demands and Features of Target Clients | 第61-63页 |
| Chapter Ⅴ Suggestions on the Marketing Strategies of L Law Office | 第63-69页 |
| 5.1 Restructuring the Organization and Offering Legal Services Based on Target Customers | 第63-64页 |
| 5.2 Adopting Different Social Media Marketing Strategies Based on Target Customers | 第64-68页 |
| 5.3 Online Marketing through Searching Keywords Aiming at Uncertain Corporate Customers | 第68页 |
| 5.4 Conducting Marketing through Network Platforms | 第68-69页 |
| Chapter Ⅵ Conclusions | 第69-71页 |
| 6.1 Major Conclusions | 第69页 |
| 6.2 Suggestions for Management | 第69-70页 |
| 6.3 Limitations and Future Research Directions | 第70-71页 |
| Reference | 第71-72页 |
