Competitive Environment of the National Market of Banking Services: Essence and Approaches to Segmentation

Анотація

The goal of the article lies in the study of essence of the "competitive environment of the market of banking services" notion and assessment of suitability of modern approaches to its segmentation for justifying the bank competitive strategy. On the basis of analysis and synthesis of theoretical approaches of scientists the article determines essence of competitive environment of the market of banking services and systemises methodical grounds of its structural analysis. The article establishes absence, in scientific literature, of efficient instruments of segmentation of competitive environment of the national market of banking services, capable of ensuring information requirements of formation of the competitive bank strategy on identification of direct and potential bank competitors and identification of their competitive strength. The prospect of further studies in this direction is development if scientific and methodical provisions of segmentation of competitive environment of the national market of banking services, adequate to the requirements of strategic management of bank competitiveness. This would allow increase of justification of the bank competitive strategy and ensure efficiency of its practical realisation.

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