Creating A Market Orientation In Jilin Branch Of CCB

Market-Oriented theory is the cornerstone and central concept of the modern marketing. n the 1990s, two groups of US researchers (Narver & Slater; Jaworski and Kohli) had developed the operational definition from the point of organizational culture and information processing respectively. After that, there are more and more studies has focused on this topic.Despite the great and growing interest in the marketing concept, research on how organizations become more market oriented is surprisingly limited. Much research on market orientation has focused on developing measures of a firm's orientation and identifying antecedents and consequences of a greater market orientation. In our country, the researches have not yet really started in this field.To discover how firms create a market orientation, we observed and analyzed firms seeking to create a greater market orientation. We conducted our research using the longitudinal-processual method. This approach combines in-depth, qualitative data collection techniques (i.e., ethnographic observation, depth interviews, and historical documents) with comparative analysis to develop a process model of change. Our analysis reveals a four-stage process of change in China Construction Bank Jilin Branch: (1) initiation, (2) reconstitution, (3) institutionalization, and (4) maintenance.(1) Our research finds that change is precipitated by powerful stakeholders recognizing a threat, who then create coalitions to plan and implement change efforts.(2) The reconstitution stage consists of taking the new concept for the firm public with a demarcation ceremony.After the plan becomes public, the effort turns to value and norm development, reconnecting with the market, personnel changes, and the development of a collaborative strategy. As a result of these efforts, the reconstitution stage creates the culture, understanding, and processes that lead to the organizationwide generation of, dissemination of, and responsiveness to market intelligence described.(3) The institutionalization of a market orientation requires formalization of organizational structures and processes, alignment of rewards, and cultural indoctrination through training. These changes institutionalize a power shift from the guiding coalition to the larger organization.(4) Three processes reinforce a market-oriented culture: cultural screening of new members, culture maintenance rituals, and ongoing market connection activities to update market schemas and validate market-oriented process schemas.The author pointed the characteristics that the market-oriented enterprises should have: market-oriented corporate strategy, business between the various elements of a harmonious unity and the flexibility to deal with rapid changes in response. At the same time, the author pointed out that the future development of China Construction Bank will be the impact of play centrifugation various, such as globalization, competition, changes in technology, the diversification of channels and diversified needs of customers, such as counter-productive, and the emphasis on the development of corporate culture, the importance Construction Bank will make a market-oriented theory of incentives in the competition. For the bank's front-line staff real transfer excellent customer value, not only have the right incentives and organizational settings. More should be used to guide the culture, when customers and their integration into the market-oriented culture, they will be a huge burst of energy. At this point, "quality" will become the dedication from all aspects, rather than the imposition of doctrine, "the maintenance of customers" will become a meaningful incentive, rather than the mechanical virtues of "cross-functional teams" will be to help improve the mechanism rather than connivance with each other.Through the study on form process of the market oriented culture of CCB Jilin Branch, the author testifies that the idea of market oriented culture and the ides of information processing do not oppose each other, and they are complementary although they are with different expressions.In the foreign, the market orientation researches have not been perfect. In the domestic, the researches is just began. Based on our market-specific environmental and marketing background, our business will be market-oriented process of in-depth study of positive guidance.