МОДЕЛЮВАННЯ МАРКЕТИНГОВИХ ТА ІННОВАЦІЙНИХ ПРОЦЕСІВ УПРАВЛІННЯ ПЕРСОНАЛОМ БАНКІВСЬКОЇ СИСТЕМИ У ПОВОЄННОМУ ВІДНОВЛЕННІ ЕКОНОМІКИ УКРАЇНИ

Abstract

The article examines the modeling of marketing and innovation processes of personnel management of the banking system in the post-war recovery of the economy of Ukraine. It was determined that after the war, the banking system of Ukraine will face a number of challenges: loss of personnel due to migration and hostilities; the need to adapt to new economic and marketing conditions; the need to introduce new technologies to improve work efficiency. Therefore, in such a period, moderate managerial intervention in the banking sector is necessary to regulate personnel and marketing processes. On the basis of the input data of the subjects of the banking system for the last ten years, modeling and further forecasting of the activation of innovative and marketing processes of personnel management of the subjects of the banking system was carried out. At the same time, economic and mathematical methods and models were used, in particular their subclass: linear and non-linear production functions. A study of the dependence of the number of bank clients on the bank's innovation and marketing activity coefficient and the qualification (intellectual level) indicator of bank employees is proposed. The actual, theoretical and forecast value of the number of clients of Ukrainian banks is graphically visualized, taking into account the researched factors and the use of non-linear functions for the period of the study. The growth of the forecast indicator of the number of clients of Ukrainian banks has been demonstrated, and it has been noted that influencing factors such as the coefficient of innovative activity of the bank and the indicator of qualification (intellectual level) of bank employees significantly affect the results of research, analysis, modeling of marketing policy and its forecasting.