摘要：作为我国农村金融体系中最重要的组成部分,农村商业银行的存在极大地活跃了农村金融市场。农村商业银行凭借它自身灵活的运营机制、较强的地方性特点及快速的市场反应特性，已在我国农村金融市场上占据了相当一部分市场份额，极大的促进了我国农村经济的发展。随着我国社会主义新农村建设的成效日益显著及金融市场改革的加快，农村金融市场已受到越来越多的金融机构的关注，使得我国农村商业银行面临着日趋激烈的挑战。31751
在此严峻的背景下，我国农村商业银行如何正确定位，如何构建核心竞争力，以使其在市场竞争中立于不败之地，这些都已经成为非常紧迫的问题。
本文在对发展定位研究与分析中引入核心竞争力理论，通过对二者关系的叙述，将二者有机联系在一起。进而对我国农村商业银行进行ＳＷＯＴ分析，深入研究其优势与劣势，面临的机遇与挑战。在此基础上，指出农村商业银行在定位上存在的问题并提出相应策略。最后，提出构建我国农村商业银行核心竞争力的具体措施。
毕业论文关键词：农村商业银行 定位 核心竞争力
Rural Commercial Banks Positioning and Construction of Core Competitiveness
Abstract:As the most important part of China's rural financial system,the presence of rural commercial banks has greatly enlivened the rural financial market.Rural commercial bank has occupied a considerable part of the market share in China's rural financial market and also greatly promoted the development of China's rural economy,which depend on its own flexible operation mechanism, strong local characteristics and rapid market response characteristic, With the effectiveness of a new socialist countryside construction of increasingly significant and financial market reform speed up, rural financial market has been concerned about the growing number of financial institutions,and making China rural commercial banks facing increasingly fierce challenge.
In this grim backdrop, China's rural commercial banks how to properly develop positioning, how to build the core competitiveness in order to make an invincible position in market competition, which has become a very urgent problem.
This paper introduces the theory of core competence in the development of positioning research and analysis , they will be organically linked by the narrative of the relationship between the two. Further on, analysis China rural commercial banks SWOT , in-depth study of its strengths and weaknesses, opportunities and challenges. On this basis, pointed out the rural commercial banks’ problems in positioning and propose strategies. Finally, specific measures to build China's rural commercial banks' core competitiveness.
Key Words： rural commercial banks, positioning, core competencies
目 录
一、绪论 1
（一） 研究背景与意义 1
1．研究背景 1
2．研究意义 2
（二）国内外研究现状 2
1．国外研究现状 2
2.国内研究现状 3
二、农村商业银行定位与核心竞争力理论分析 4
（一） 概念界定 4
1．商业银行定位的含义 4
2．商业银行核心竞争力的内涵 4
（二）商业银行定位与核心竞争力之间的关系 5
三、 农村商业银行的SWOT分析 6
（一）农村商业银行的优势分析（Strength) 7
1．地方性较强 7
2．经营灵活、效率高 7
3．网点覆盖范围广 7 我国农村商业银行的定位与核心竞争力的构建+SWOT分析:http://www.751com.cn/jingji/lunwen_28014.html