The research evaluates the activity of using digital banking in components of the marketing mix of Ukrainian banks, such as «product», «place», «promotion», and «price». The developed methodological approach is based on the analysis of traditional bank's marketing mix elements and their innovative components, mainly digital banking. It has been established that banks, offering a generally standard set of primary products, introduce product innovations quite unevenly. According to the «place» component of the marketing mix, it has been noted that the pace of traditional marketing replacement by banking innovations marketing is slow. Regarding the «promotion» component of the marketing mix, the distribution of the indicators of the bank's activity in the use of social networks is uneven. Facebook is more used than Instagram, and not all banks use YouTube's capabilities. Banks are market leaders that use social networks and the Internet most actively.
It is substantiated that most of the existing methods and models for assessing the development of the banking sector of the economy do not take into account the competitive conditions for banks of different groups – with national capital and foreign banking groups. This determines the relevance of the study to improve the methodical approach to statistical assessment of competitive conditions in the development of the banking sector in the presence of foreign banks in the financial market. The scientific work proposes to assess the competitive conditions in the banking sector, in particular those created for domestic banks under the influence of foreign presence, by the level of the coefficient of competitive internalization. Eight gradations of the coefficient level were established by the expert method. Due to the use of mathematical calculation method and official statistics, it was found that the level of competitive internalization in the banking sector of Ukraine over the past decade is mostly dangerous, with a tendency to deteriorate. The coefficients of competitive internalization for the banking sectors of the Commonwealth of Independent States and the European Union have been calculated. It is determined that the level of influence of foreign banks in the banking sector of Ukraine can be compared with the conditions of competitive development of national banks of Moldova and Slovenia. The use of competitive internalization coefficient in practice as a statistical data will create a basis for determining the direction of integration processes. We are convinced that the integration of Ukrainian banks into the banking sector of Moldova or Slovenia is possible.
Methodical foundations for determining the level of national economies innovativeness were systematized in the article. The relevance of the study is due to the necessity and importance of conducting a comparative assessment to determine the benchmarks for the direction of Ukraine European integration. It has been found that in global and European practice, methods for assessing the innovative development of countries (Global Innovation Index, Global Competitiveness Index, European Innovation Scoreboard) are used, which are based on the use of a certain list of individual and group indicators followed by the calculation of a complex indicator (combined index). In the European Innovation Scoreboard, countries are divided into four groups: innovation leaders, strong innovators, moderate and new innovators. According to the data of 2022, the best indicator of innovativeness has Sweden, Finland, Denmark, the Netherlands and Belgium, which are defined as innovative leaders. Strong innovators are Ireland, Luxembourg, Austria, Germany, Cyprus and France, moderate – Estonia, Slovenia, Czech Republic, Italy, Spain, Portugal, Malta, Lithuania and Greece. Ukraine, as well as Hungary, Croatia, Slovakia, Poland, Latvia, Bulgaria and Romania, is included in the group of new innovators. The difference in innovation efficiency between EU countries remains, but it is gradually decreasing. The level of innovation indicators of Ukraine is lower compared to EU member states. The use of indicators of innovativeness, which characterize different spheres, provides an opportunity to carry out their comparative assessment, in particular with regard to foreign trade. The development of foreign trade as a sphere of the national economy depends on product and technological innovations. Using data from the European Innovation Scoreboard to compare the innovativeness of countries is more acceptable from the point of view of realizing Ukraine's intention to integrate into the EU in the post-war period. All the more, methodologically, the European Innovation Scoreboard is constantly being improved thanks to the expansion of the list of group and individual indicators, in particular in 2021 regarding digitalization and environmental sustainability. This approach demonstrates new priorities of European policy, which must be taken into account by Ukraine in order to realize its integration aspirations.
Development in the modern world is based on innovation. Many scientists are investigating the problem of innovative development. Most researches agree that innovation is the main driving force for economic and society development, solving environmental problems. The transition to an innovative development model is a priority issue for many countries. Ukraine is no exception, in which the national innovation system has just begun to form. This determines the relevance of the research. The aim of the article is to substantiate the methodological approach to assessing the socioecological and economic system of the country in the conditions of innovative development. In our opinion, the modern trajectory of innovative development is ensured not only by the presence of a national innovation system, but also by the innovativeness of the all sphere of country's vital activity, the main components of which are the social, ecological and economic systems. The innovativeness of the systems is proposed to be evaluated as an integral indicator, which is calculated of certain indices. The list of indices for economic, social and ecological systems is offered. The EU values with the best result were used as standard. The complex indicator are calculated of integral indicators and allows determining the position of Ukraine in comparison with the EU countries.
The article studies the Ukrainian banking sector development in the context of European integration. It is shown that the economic basis of the national economy and the banking sector, at a high level of dollarization and insufficiency of capital, do not ensure its financial stability, security and competitiveness. Among the most significant trends in the banking sector development, the following can be outlined: the reduction of the number of Ukrainian and foreign banks, insufficiency of assets, an increase in the share of state banks in the assets structure, the outflow of deposits, and increased distrust of banking institutions, low efficiency of their activities. The attention is paid to the drawbacks of the Integrated Program of the Financial Sector Development of Ukraine and the Strategy of the National Bank of Ukraine for the banking system reform, the need for the Development Strategy elaboration and implementation. It is substantiated that in the conditions of European integration it is necessary to take into account the influence of foreign capital on the banking sector development. The tendencies in the banking sector of the new EU-member states are systematized. The growth of competition due to the presence of banks that occupy leading positions in the world, the weak competitive position of national banks in view of the growing need for assets, which is replenished by capital from other countries, is established. The Strategy of the banking system development in Ukraine has to provide objectives and mechanisms that ensure its financial stability, security and competitiveness; specify the tools, indicators of their effectiveness within a particular time frame.
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