第1章引言·························································································1 1.1研究背景······················································································1 1.2研究意义······················································································2 1.3国内外研究综述·············································································2 1.3.1国外研究现状···········································································2 1.3.2国内研究现状··········································································3 1.3.3研究评述·················································································4 1.4研究内容和方法·············································································4 1.4.1研究内容·················································································4 1.4.2研究方法·················································································5 第2章相关概念及理论基础····································································6 2.1乡村振兴概述················································································6 2.1.1提出背景·················································································6 2.1.2主要内涵·················································································6 2.2村镇银行概述················································································7 2.2.1成立背景·················································································7 2.2.2“市场定位”要求······································································7 2.2.3其他政策梳理···········································································7 2.3理论基础·····················································································10 第3章J市村镇银行的经营风险发展趋势及“市场定位”现状······················11 3.1J市村镇银行的基本情况·································································11 3.1.1成立时间及网点设置情况···························································11 3.1.2股东股权结构情况···································································12 3.2J市村镇银行的公司治理情况··························································13 3.2.1基本架构················································································13 3.2.2主发起行管理情况····································································14 3.3J市村镇银行的经营风险现状及发展趋势············································15 3.3.1经营现状及发展趋势································································15 3.3.2主要风险现状及发展趋势··························································17 3.4J市村镇银行的“市场定位”现状····················································18 第4章乡村振兴背景下J市村镇银行偏离“市场定位”的具体表现及成因······20 4.1J市村镇银行偏离“市场定位”的具体表现········································20 II 4.1.1服务重心下沉村组不够·····························································20 4.1.2信贷投放偏离农小服务对象·······················································21 4.1.3主要产品向同业竞争者趋同·······················································25 4.2J市村镇银行偏离“市场定位”的成因分析········································27 4.2.1未正确认识和对待“市场定位”要求···········································27 4.2.2未深入服务县域经济和农小客户群体···········································28 4.2.3缺乏与村镇银行“市场定位”契合的有效激励约束机制···················31 4.2.4激烈的同业竞争和主发起行不规范履职·······································34 第5章乡村振兴背景下J市村镇银行回归“市场定位”的机遇及对策············39 5.1乡村振兴背景下的主要机遇····························································39 5.1.1政策机遇················································································39 5.1.2技术机遇················································································39 5.1.3市场机遇················································································40 5.2乡村振兴背景下J市村镇银行回归“市场定位”的主要对策··················40 5.2.1推动完善内部治理····································································40 5.2.2逐步重塑产品和服务供给··························································41 5.2.3不断强化金融科技运用·····························································42 5.2.4切实防控重点领域风险·····························································42 5.2.5主发起行科学、规范、有效履职·················································43 第6章结论及展望··············································································44 6.1主要结论······················