本科论文摘要近几年来，众多的农村商业银行开始从不同方面入手来促进业务的转型，金融支持农村、支持小城镇的作用越来越显著，在县域之间农村商业银行的作用也越来越显著。但受经济市场大环境、相关行业之间的较量、竞争氛围的加强等因素影响，农村商业银行通常情况下压力都很大。怎样才能适应环境大趋势，提高自己的竞争力，为未来发展提供有效帮助，实现业务的升级和转型，使农村商业银行能发展地即快速又有质量，商业银行必须解决的就是这一点。农村商业银行一直植根于农村。他们是靠农业为生的小银行。商业银行在较小的地方仍然有它自己独特的长处，但在较大的区域它的适应性略差、创新力度不够和硬件设施有些缺陷的弊端就显露出来了。特别是随着当前信贷环境的恶化和部分地区支柱产业转型的痛苦时期，农村商业银行面临多重压力和困难。许多因素迫使农村商业银行改变营销模式。关键字：农商行，营销模式转型，对策研究本科论文AbstractIn recent years,with the advancement of business transformation of rural commercialbanks,the role of financial support for rural areas and small towns has become more andmore significant,and the ability of county service and economy has been strengthened.However,due to the economic market environment,the competition between relatedindustries and the enhancement of the competitive atmosphere,rural commercial banks areoften under great pressure.How to adapt to environmental trends,improve competitiveness,provide effective help for future development,realize business upgrading and transformation,and make rural commercial banks develop rapidly and with high quality?This is a problemthat commercial banks must solve.Rural commercial banks have always been rooted in the countryside.They are smallbanks that depend on agriculture for a living.Commercial banks still have their uniqueadvantages in smaller areas,but in larger areas,their poor adaptability,insufficient innovation,and some defects in hardware facilities have also been exposed.There is a gap.Especiallywith the deterioration of current credit environment and the painful period of transformationof pillar industries in some regions,rural commercial banks are facing multiple pressures anddifficulties.Many factors force rural commercial banks to change their marketing mode.Key words:Rural Commercial Bank,Marketing Model Transformation,Countermeasures本科论文目录1.1研究背景…1.2国内文献综述21.3研究方法2.农商行营销模式转型的背景32.1营销管理理念方面.32.2信贷结构方面…32.3产品创新力度方面32.4营销机制灵活度方面.…3.农商行营销模式转型的SW0T分析.3.1农商行营销模式转型的优势.3.2农商行营销模式转型的劣势3.3农商行营销模式转型的机遇53.4农商行营销模式转型的威肋胁..64.农商行营销模式转型的具体方面84.1信贷方面…4.2网点机制方面.…5.农商行营销模式转型围绕的的具体方向.5.1从推动市域经济发展做营销..5.2从支持“三大农”发展做营销85.3从小微客户做营销5.4从消费、零售金融做营销.…85.5从履行社会责任做营销5.6从提升机构调整转型动力做营销参考文献…