Methodological Aspects of Elaborating Marketing Strategy of Innovation Bank Products and Services
https://doi.org/10.21686/2413-2829-2024-4-220-229
Abstract
Today the key factor of influencing banking sector is the development of information systems and overall strategy of economy digitalization as its consequence. On today’s competitive banking market we can observe the necessity to elaborate and promote approaches to banking product and service marketing that are meant to provide finance stability of banking business and orientation of marketing innovation bank functioning not only to their opportunities but also to market needs. In spite of a big number of publications dealing with this issue, academic research should be developed further. In research by Russian scientists there are actually no developments dealing with the problem of finding structural components for elaborating marketing strategy of banking products and services. Insufficient attention was paid to approaches of defining the essence of banking product and service marketing. The problem of assessing the level of the impact of banking innovation marketing on competitive positions and finance stability of banks has not been settled yet. The article showed components necessary to elaborate strategy of banking product and service marketing, among which the author underlined their characteristics depending on the model of commercialization, sub-system of their implementation process and interconnection between the chosen marketing strategy and classification features of banking innovation. The author designed a structural and logical scheme of elaborating strategy of baking product and servicer marketing and formulated its definition.
About the Author
N. I. Bykanova
Belgorod State National Research University
Russian Federation
Russian Federation
Natalya I. Bykanova - PhD, Assistant Professor of the Department for Innovative Economics and Finance
85 Pobedy Str., Belgorod, Belgorod Region, 308015
References
1. Vaganova O. V., Melnikova N. S., Dikareva E. V., Kovaleva A. P., Lavrina A. O. Tsifrovye tekhnologii v bankovskom biznese i problemy, svyazannye s nimi [Digital Technologies in the Banking Business and the Problems Associated with them]. Ekonomika i predprinimatelstvo [Economics and Entrepreneurship], 2023, Vol. 17, No. 1 (150), pp. 912–916. (In Russ.).
2. Intensifikatsiya ekonomicheskogo rosta i ustoychivogo razvitiya Rossii i Uzbekistana v usloviyakh tsifrovoy transformatsii ekonomiki: kollektivnaya monografiya [Intensification of Economic Growth and Sustainable Development of Russia and Uzbekistan in the Context of Digital Transformation of the Economy: collective monograph], edited by E. N. Kamyshanchenko, Yu. L. Rastopchina. Belgorod, OOO «Epitsentr», 2022, pp. 200–212. (In Russ.).
3. Kim Chan V., Moborn R. Strategii golubogo okeana. Kak nayti ili sozdat rynok, svobodnyy ot drugikh igrokov [Strategies of the Blue Ocean. How to Find or Create a Market Free of Other Players], translated from English. Moscow, Mann, Ivanov i Farber, 2019. (In Russ.).
4. Kokh L. V., Smolyaninova E. N., Prosalova V. S. Innovatsii v bankovskom biznese [Innovations in the Banking Business]. Saint Petersburg, Izd-vo Politekh. un-ta, 2009. (In Russ.).
5. Melnikova N. S., Bykanova N. I., Yurev V. D., Avakova A. A. Tsifrovizatsiya kak komponent marketingovo-konkurentnoy strategii sovremennogo kommercheskogo banka [Digitalization as a Component of the Marketing and Competitive Strategy of a Modern Commercial Bank]. Biznes. Obrazovanie. Pravo [Business. Education. Right], 2023, No. 2 (63), pp. 24–30. (In Russ.).
6. Mintsberg G., Kuin Dzh. B., Goshal S. Strategicheskiy protsess [The Strategic Process], translated from English. Saint Petersburg, Piter, 2001. (In Russ.).
7. Modernizatsiya bankovskogo sektora i rynka tsennykh bumag v interesakh povysheniya effektivnosti natsionalnoy ekonomiki [Modernization of the Banking Sector and the Securities Market in the Interests of Improving the Efficiency of the National Economy], edited by A. G. Aksakova. Moscow, Izdanie Gosudarstvennoy Dumy, 2018. (In Russ.).
8. Nurmukhametov R. K., Voskresenskaya L. N., Myasnikova E. B. Bankovskie ekosistemy v Rossii: sushchnost, vidy, regulirovanie [Banking Ecosystems in Russia: Essence, Types, Regulation]. Finansovye rynki i banki [Financial Markets and Banks], 2021, No. 8, pp. 33–38. (In Russ.).
9. Orlova V. A., Melenteva O. V. Kontseptsiya upravleniya marketingom kommercheskikh bankov v izmenyayushchikhsya rynochnykh usloviyakh [The Concept of Marketing Management of Commercial Banks in Changing Market Conditions]. Sochi Journal of Economy, 2020, No. 14 (20), pp. 200–206. (In Russ.).
10. Utkin V. S., Yureva A. A. Analiz otdelnykh elementov formirovaniya bazisa vnutribankovskoy ekosistemy s uchetom sovremennykh realiy [Analysis of Individual Elements of the Formation of the Basis of the Intrabank Ecosystem, Taking into Account Modern Realities]. Bankovskoe delo [Banking], 2019, No. (305), pp. 14–17. (In Russ.).
Review
For citations:
Bykanova N.I. Methodological Aspects of Elaborating Marketing Strategy of Innovation Bank Products and Services. Vestnik of the Plekhanov Russian University of Economics. 2024;(4):220-229. (In Russ.) https://doi.org/10.21686/2413-2829-2024-4-220-229
Views:
184
Email this article 