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Marketing strategies of development of Russian banks under the conditions of the new economic conjuncture

Listed author(s):
  • Larisa Andreeva


    (Higher School of Business of the Southern Federal University Russia)

  • Alina Andreeva

    (Rostov State Transport University, Russia)

Registered author(s):

    The article reviews instruments and mechanisms, providing financial stability and competitiveness of banks, which are the basis for the marketing strategy of development in the post-crisis market under the conditions of formation of new economic conjuncture. The results of the conducted research showed that in spite of the fact that Russian banks correspond to the requirements of new Basel standards of regulations with their main characteristics, for providing their further development marketing strategies, providing business capitalization and assets attraction, are needed. Financial stability and competitiveness of Russian banks is significantly influenced by the factors, providing own funds adequacy and opportunity of attracting long-term resources. In order to achieve these factors banks need weighted marketing strategy, directed on attraction of resources. Complicated situation with liquidity aims the vector of marketing strategy on solving problems of accelerated capitalization of banks and searching of new sources of long-term resources.

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    Article provided by Pro Global Science Association in its journal Published in Review of Applied Socio-Economic Research.

    Volume (Year): 8 (2014)
    Issue (Month): 2 (June)
    Pages: 5-12

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    Handle: RePEc:rse:wpaper:v:8:y:2014:i:2:p:5-12
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