МАРКЕТИНГОВЕ УПРАВЛІННЯ РОЗВИТКОМ БАНКІВСЬКОГО БІЗНЕСУ

Abstract

The consequences of the pandemic and the fall of the world economy will negatively affect the functioning of the banking system. Banks were not ready for such changes. The issue of developing and using effective marketing management strategies for the development of banking business is relevant. The main tendencies and features of marketing management of banking business development are considered in the article. Based on the research of scientists, the concept of marketing management of banking business development is generalized and it is determined that these are purposeful actions of management entities on the activities of the bank to regulate its position in the financial market through marketing activities. It was found that the economically developed countries of the world have accumulated considerable experience in marketing the banking business. New marketing tools and Internet platforms provide unique opportunities for the development of the banking business to expand the customer base and to study its views on the advantages and disadvantages of the proposed banking products. It is determined that banks actively use communication channels within the bank, in particular digital merchandising - a modern powerful information and advertising tool. Based on the results of the study, marketing management strategies for the development of banking business and ways to implement them were formed. Marketing management strategies for the development of banking business are aimed at strengthening the image of the bank and the sale of banking products, the impact on the consumer, as well as the intensity of the process. An important component in the marketing management of the bank is the internal organizational process, which operates on the basis of marketing strategies for the development of the banking business. Based on the results of the study, the authors proposes marketing management strategies for banking business development in such areas as strategies to strengthen the bank's image and increase sales of banking products (integration, promotion, promotion), consumer impact strategies (presentation, psychological), strategies depending on process intensity (active, passive).