I 摘要 我国律师行业获得了长期和充足的发展,随着中国经济持续快速的发展,法律服务 的需求量日益剧增,如今的律师行业已经发展迅速，在新的经济发展形势下，依法治国 的战略体现在每一个领域的各个环节中,广大律师要积极地发挥专业的优势，对社会的进 步和发展要发挥不可替代的作用。依法治国的方针要求律师充分发挥社会作用，参与国 家和地方立法方面，推动科学立法、积极学法、严格执法、真正做到有法必依、执法必 严、违法必究,提高依法决策的标准和执法水平。 U 律师事务所成立于 2000 年 5 月 25 日，系大型特殊的普通合伙体制律师事务所， 目前在北京、上海、西安、重庆、深圳、成都、济南、昆明、拉萨、贵阳、香港、华盛 顿、首尔、釜山、天津、悉尼等地设有办公室。2018 年 2 月，U（西安）律师事务所经 陕西省司法厅批准设立。虽然 U 律师事务所现已成为中国知名的律师事务所服务品牌， 系业界公认的中国律所规模 15 强，系中国中部、西部最大的律师事务所，但是 U（西 安）律师事务所刚刚成立不到一年的时间，突破其前身管理松散、业务同质化程度较高 等瓶颈劣势，在目前利好的外部环境和内部的资源优势条件下，对律师事务所的发展提 出更高的要求。本文通过对律师事务所内部环境、外部环境、行业环境的分析，在竞争 战略的理论基础上，采用了 PEST 分析方法、SWOT 组合分析法等方法，以长远性、现 实性、竞争性、适应性为原则，制定了 U（西安）律师事务所差异化的竞争战略，通过 专业差异化、价格差异化、社会责任差异化、服务内容差异化等差异化竞争战略，采取 文化、人才、管理、组织、技术等保障措施最终实现战略的中长期目标。本文以提高律 师事务所的竞争力为研究目标，为律师事务所竞争战略的制定和执行提供理论的支持和 分析，为 U（西安）律师事务所的发展探索战略之路，对提高律师事务所竞争力起到借 鉴和参考的作用。 关键词: 律师事务所，战略，竞争战略西北大学硕士学位论文 II ABSTRACT The lawyer profession of our country has obtained the long-term and sufficient development, along with the sustained and fast development of the Chinese economy, the demand of the legal service increases sharply day by day, now the lawyer profession has already developed rapidly, under the new situation of economic development, the strategy of ruling the country according to law is embodied in each link of every field, the vast number of lawyers should give play to the professional advantage actively,It should play an irreplaceable role in the progress and development of society. We should give full play to the role of lawyers, participate in national and local legislation, promote scientific legislation, actively study the law, strictly enforce the law, truly ensure that all laws are observed, strictly enforced, and prosecuted for violations of the law, and raise the standards for making decisions according to law and the level of law enforcement. U law firm was established on may 25, 2000, is a large and special law firm of general partnership system, with offices in Beijing, Shanghai, Xi'an, Chongqing, Shenzhen, Chengdu, Jinan, Kunming, Lhasa, Guiyang, Hong Kong, Washington, Seoul, Busan, Tianjin, Sydney, etc. In February 2018, the establishment of u (Xi 'an) law firm was approved by the Shaanxi provincial department of justice.Although u law firm has become a well-known service brand of law firms in China, and is recognized as the largest law firm in central and western China, u (Xi'an) law firm has just been established for less than one year, breaking through the bottleneck disadvantages of its predecessor, such as loose management and high degree of business homogeneity.In the current favorable external environment and internal resource advantages, the development of law firms put forward higher requirements. Based on the analysis of the internal environment, external environment and industry environment of law firms, and the theory of competitive strategy, this paper adopts the methods of pest analysis and SWOT combination analysis, etc.Price differentiation, social responsibility differentiation, service content differentiation and other differentiation competitive strategy, take culture, talent, organization, technology and other security measures to ultimately achieve the long-term goals of the strategy. This paper aims to improve the competitiveness of law firms, provide theoretical support and analysis for the formulation and implementation of the competitive strategy of law firms, explore the strategic path for the development of u (Xi'an) law firms, and play a reference role in improving the competitiveness of law firms. KEYWORDS: Law firm Competitive strategyIII 目 录 摘要................................................................................................................................................................I ABSTRACT....................................................................................................................................................II 目 录..............................................................................................................................................................III 第 1 章 导论.....................................................................................................................................................1 1.1 研究背景和意义....................................................................................................................................1 1.1.1 研究背景........................................................................................................................................ 1 1.1.2 研究意义........................................................................................................................................ 1 1.2 研究对象及解决问题............................................................................................................................3 1.3 研究方法................................................................................................................................................3 1.3.1 比较研究法.................................................................................................................................... 3 1.3.2 访谈法........................................................................................................................................... 3 1.3.3 文献研究法.................................................................................................................................... 3 1.3.4 系统分析法.................................................................................................................................... 3 1.4 研究思路及框架....................................................................................................................................4 1.4.1 研究思路........................................................................................................................................ 4 1.4.2 研究框架........................................................................................................................................ 5 第 2 章 相关理论基础.....................................................................................................................................6 2.1 基本概念界定........................................................................................................................................6 2.1.1 战略............................................................................................................................................... 6 2.1.2 竞争战略........................................................................................................................................ 6 2.2 竞争战略理论........................................................................................................................................6 2.2.1 定位理论...................................................................................................................................... 12 2.2.2 竞争优势理论.............................................................................................................................. 12 2.2.3 核心能力理论.............................................................................................................................. 12 2.2.4 蓝海战略理论.............................................................................................................................. 12 2.3 战略管理方法......................................................................................................................................13 2.3.1PEST 分析法................................................................................................................................13 2.3.1.1 宏观环境因素分析................................................................................................................... 13 2.3.2 五力模型...................................................................................................................................... 15 2.3.3SWOT 组合分析法........................................................................................................................16 第 3 章 竞争环境分析...................................................................................................................................19 西北大学硕士学位论文西北大学硕士学位论文 IV 3.1 律师事务所简介..................................................................................................................................19 3.2 内部环境分析......................................................................................................................................20 3.2.1 U（西安）律师事务所............................................................................................................... 20 3.2.2 竞争资源...................................................................................................................................... 21 3.2.3 竞争能力...................................................................................................................................... 26 3.2.4 市场信誉...................................................................................................................................... 26 3.3 外部环境分析......................................................................................................................................26 3.3.1 一般环境..................................................................................................................................... 26 3.3.1.1 政治环境.................................................................................................................................. 26 3.3.1.2 经济环境.................................................................................................................................. 27 3.3.1.3 文化环境.................................................................................................................................. 28 3.3.1.4 技术环境.................................................................................................................................. 29 3.3.2 行业环境..................................................................................................................................... 29 3.3.3 竞争对手...................................................................................................................................... 30 3.4 SWOT 组合分析................................................................................................................................. 33 3.4.1 机会.............................................................................................................................................. 33 3.4.2 威胁.............................................................................................................................................. 34 3.4.3 优势............................................................................................................................................. 34 3.4.3 .1 专业化服务............................................................................................................................. 35 3.4.3.2 律师资源较为稳定、素质较高.............................................................................................. 35 3.4.3.3 品牌优势和资源优势.............................................................................................................. 36 3.4.3.4 设施齐全、办公环境优美...................................................................................................... 36 3.4.4 劣势............................................................................................................................................. 36 第 4 章 竞争战略方案...................................................................................................................................39 4.1 竞争战略制定原则..............................................................................................................................39 4.2 竞争战略制定思路..............................................................................................................................40 4.3 竞争战略目标......................................................................................................................................40 4.4 竞争战略内容......................................................................................................................................40 4.4.1 服务差异化竞争战略.................................................................................................................. 40 4.4.1.1 专业差异化.............................................................................................................................. 41 4.4.1.2 社会责任差异化...................................................................................................................... 44 4.4.1.3 服务内容的差异化.................................................................................................................. 44 4.4.1.4 价格的差异化.......................................................................................................................... 45 4.4.2 管理的差异化........................................................................................................................... 46 第 5 章 竞争战略实施的保障措施...............................................................................................................47V 5.1 文化保障..............................................................................................................................................47 5.2 组织保障..............................................................................................................................................47 5.3 管理保障..............................................................................................................................................47 5.4 人才保障..............................................................................................................................................48 5.5 技术保障..............................................................................................................................................48 第 6 章 结论...................................................................................................................................................49 6.1 基本结论..............................................................................................................................................49 6.2 局限性..................................................................................................................................................49