Manchuk E.P.Nevinnomysskiy Institute of Economics, Management and Law, Nevinnomyssk, Russian Federation manchuk_elena@mail.ru ORCID id: not available
Importance This paper considers advantages of plastic cards use and prospects for banks in this field. Objectives The aims of the work are systematization, theoretical justification of plastic cards implementation and research of card promotion prospects. Methods The article uses basic and applied researches of domestic and foreign authors in the field of marketing and finance. The authors use the methods of observation, logical analysis, synthesis, induction and deduction. Results We have analyzed key concepts and theoretical questions of banking product creation. We have developed the program of strategic management of banking marketing. We have also revealed the opportunities for payment cards promotion on a particular segment of the market. Conclusions and Relevance Rapid distribution of bank payment cards proves its popularity and efficiency. This payment form is profitable for every participant of the system. This attracts more banks and customers to the process. In terms of stiff competition bank marketing has already become the objective reality. Foreign and domestic commercial banks actively apply it to promote their products. Diversification of this sphere has extensive prospects for any bank.
Keywords: bank, payment cards, market, market research
References:
Petrov A.Yu., Petrova V.I. Kompleksnyi analiz finansovoi deyatel'nosti banka [Complex analysis of financial banking activity]. Moscow, Finansy i Statistika Publ., 2007, 562 p.
Murychev A.V. Banki i bankovskaya sistema Rossii: sostoyanie i puti razvitiya effektivnogo korporativnogo upravleniya: monografiya [Banks and banking system of Russia: state and development ways of efficient corporate management: a monograph]. Moscow, Natsional'nyi Sovet po Korporativnomu Upravleniyu Publ., 2007, 444 p. URL: Link
Kir'yanov M. [Bank card market: problems and prospects]. Bankovskoe delo, 2008, no. 11, pp. 94–96. (In Russ.)
Shamrina S.Yu. [The current state of the banking sector in Russia]. Ekonomika i predprinimatel'stvo = Journal of Economy and Entrepreneurship, 2013, no. 1, pp. 92–95. (In Russ.)
Samoilov Yu.V. [Strategic regional bank management in terms of crisis]. Bankovskoe delo, 2009, no. 5, pp. 88–91. (In Russ.)
Ivanova E.V. [Analysis of the market of the plastic cards bank operations in Russia]. Nauka o cheloveke: gumanitarnye issledovaniya = Science of the Person: Humanitarian Researches, 2014, no. 2, pp. 93–102. (In Russ.)
Bukhtin M.A. Risk-menedzhment v kreditnoi organizatsii: metodologiya, praktika, reglamentirovanie [Risk-management in credit organizations: methodology, practice, regulating]. Moscow, Reglament Publ., 2008, 448 p.
Ershov A.P. [E-moneyin search of its niche]. Bankovskoe delo, 2007, no. 7, pp. 29–32. (In Russ.)
Lomakina A.N. [Strategic management of marketing bank services complex]. Kontsept, 2014, no. 20, pp. 2541–2545. URL: Link (In Russ.)
Manchuk E., Kovalenko N., Lomakina A. [Theoretical and methodological aspects of the study of the system approach based on the principles of economic efficiency evaluation of small enterprises innovative investment projects]. Predprinimatel'stvo, 2014, no. 6, pp. 140–148. (In Russ.)
Lobanova A.A., Chugunova A.V. Entsiklopediya finansovogo risk-menedzhmenta [Encyclopedia of financial risk-management]. Moscow, Al'pina Biznes Buks Publ., 2009, 932 p.
Ostapenko E.A., Lapina E.N. [Problems of establishment and development of non-banking credit organizations in Russia]. Vestnik Instituta druzhby narodov Kavkaza. Teoriya ekonomiki i upravleniya narodnym khozyaistvom = Bulletin of The Institute of the Caucasus Peoples' Friendship (Theory of Economy and Management of a National Economy), 2014, no. 4, pp. 18. (In Russ.)
Dubovskikh A.A., Efimova K.V. [An analysis of transactions on plastic cards Russian banks customer]. Ekonomika i menedzhment innovatsionnykh tekhnologii = Economics and Innovations Management, 2017, no. 1, pp. 169–171. (In Russ.)
Khinterberger G. [Sales model applied by German savings banks]. Bankovskoe delo, 2009, no. 3, pp. 91–93. (In Russ.)
Orobinskii S.S. [The KANO model: bank products and customer needs]. Bankovskoe delo,2009, no. 4, pp. 75–78. (In Russ.)
Shevchenko E.I., Rudskaya E.N. [Peculiarities of bank products and services promotion in the modern economy]. Kontsept, 2016, vol. 15, pp. 2716–2720. (In Russ.) URL: Link