The Research On The Management Practice Of Market Orientation And Performance Of Commercial Banks

With China entering into WTO and the penetration of china's reforming and opening policy, China's commercial banks are in urgent need for the adaptation to nowaday's market. Market orientation is a concept about management. While how to realize this concept in reality is a kind of operation and management practice. Studies on this area abroad show that the development of market orientation has possitive impact on the improvement of business performance. It is essential for any enterprise to ensure the efficient practice of the management of market orientation. However, problems in the practice of the management of commercial banks are rarely elaborated in previous studies. Hence, this thesis will focus on these problems.This thesis elaborates on the theory of market orientation and views the studies on the target of market orientation abroad and at home. The close relationship between the market orientation of commercial banks and the business performance of banks is described. By marking questionnaires on the practice of market orientation, the degree of market orientation of the commercial banks of Hunan province has been tested. Then the statistics of those questionnaires are analyzed by SPSS13.0 in order to justify the impact of market orientation as well as its three components on the business performance of business banks. In addition, the business performance of ten commercial banks in the year of 2005 and 2007 has been analyzed. According to the results of the questionnaires, the thesis holds that commercial banks have already possessed certain market orientation and business orientation. A detailed elaboration is given on the present problems existing in the management practice of market orientation. And strategies on how to carry out the management of market orientation so as to improve the performance of commercial banks.