INCREASING THE COMPETITIVENESS OF COMMERCIAL BANKS OF UKRAINE: DIRECTIONS AND MEASURES JUSTIFICATION

Анотація

In order to ensure more effective activity In current difficult conditions banking institutions of Ukraine need to determine the priority directions for increasing their competitiveness. It can be defined as the ability of a commercial bank to withstand competition in a specific market within a particular period of time based on adaptation to the influence of external factors, offering competitive banking products, effective management of resources, and ensuring stability in general. The article develops the main directions for increasing the competitiveness of a commercial bank in the form of a decision tree in the following areas: increasing capital and improving assets (increasing the amount of equity capital, the amount of resources involved, optimizing the structure of the bank balance sheet, improving the quality of the bank's loan portfolio and assets); development of the sales network (optimization of the organizational structure, number of branches and representative offices of the bank, expansion of electronic sales channels); development of banking products (increasing the range of innovative banking products, improving the quality of banking products, packaging them for specific market segments, optimizing product prices); activation of the promotion of bank products (formation of partnership programs with financial and non-financial institutions, conducting advertising campaigns on the Internet, activation of the bank's activities in social networks), improvement of the bank's image and increase of trust in it (allocation of funds to help the Armed Forces, domestic medicine, displaced persons, investing in promising projects in Ukraine, conducting a policy of preventing illegal financial transactions in the economy). To determine the priorities of the directions for increasing the competitiveness of a commercial bank, it is advisable to use the method of analyzing hierarchies and build matrices for conducting a pairwise assessment of the priorities of the above measures in the relevant directions. It is advisable to use a survey of experts on a 9-point scale to obtain estimates of pairwise comparison. According to the proposed methodology, the priority of measures to increase the competitiveness of one of the commercial banks of Ukraine was determined.

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