Exploratory research on the model of creating market orientation in China´s banks

Market-Oriented theory is the cornerstone and central concept of the modern marketing. Much research on market orientation has focused on developing measures of a firm´s orientation and identifying antecedents and consequences of a market orientation. However, research on how organizations become more market oriented is surprisingly limited, especially in China. Based on literature review, we conducted our research using ethnographic observation, depth interviews and historical documents in China construction Bank Jilin Branch. After coding and abstracting themes, our analysis reveals a four-stage process of change in creating market orientation. The process consists of four stages, which are Problem arouse, idea initiation, institutionalization and culture forming. The future development of China Construction Bank will be the impact of globalization, competition, changes in technology so that the bank will make a market-oriented theory of incentives in the competition. The result of research enhanced the knowledge about market orientation and help China bank to build market orientation well.