CONCEPTUAL FOUNDATIONS OF THE COMPETITIVE ENVIRONMENT SEGMENTATION OF THE NATIONAL BANKING MARKET

Анотація

The aggravation of banking competition requires banks to improve the systems of strategic orientation in the banking market as a basis for ensuring their competitiveness. In turn, the effectiveness of the bank competitive strategy depends on an objective assessment of the competitive environment and determination of the competitive strength of its strategic rivals. In these circumstances, there is a need to deepen the theoretical and methodological foundations of the banking competitive environment segmentation as a basis for improving the efficiency of the bank competitive strategy and ensuring its competitiveness.
\nTheoretical and methodological principles of the structural analysis of the national banking market competitive environment were studied.
\nA methodological toolset of the competitive environment segmentation of the national banking market was developed in order to increase the efficiency of the bank competitive strategy.
\nRecent research and publications were analyzed, problems were set, basic research findings were described, conclusions about the prospects for further research in this area were drawn.
\nThe following methods were applied: scientific generalization, system analysis and synthesis (in the process of investigating the possibility of application of existing approaches to segmentation of the market competitive environment in the banking sector), economic and statistical analysis (in studying the trends in the banking sector of Ukraine and the dynamics of the individual banking institutions competitive position), economic and mathematical modeling (for distribution of the competitive environment of the banking market into the groups of banks with similar parameters of competitive positions in its leading segments).
\nA methodical toolset for segmentation of the national banking market competitive environment was offered to meet the needs of today's competitive analysis and strategic orientation of the bank in the market.
\nConclusions were drawn that the aggravation of banking competition requires in-depth competitive analysis and developing a clear model of the bank behavior in the banking market competitive environment. The proposed approach allows us to identify groups of competitors with similar parameters of market share in key segments of the banking market, to determine their competitive strength and the possibility of the use of certain methods of competition. Elucidation of these parameters generates the information field for development of the bank competitive strategy and determines the effectiveness of its implementation as a whole. Further research in this area implies the development of methodological principles of formation of the bank competitive strategy taking into account the segmentation results of the national banking market competitive environment.
\nThe results of this research can be applied in the practice of competitive analysis of modern banks to determine the position of the bank in the competitive environment of the domestic banking market, identification of its strategic competitors and the competitive forces that will ultimately improve the efficiency of the banking institution competitive strategy.

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