Kotenko, Oleksandr Oleksandrovych

Котенко, Александр Александрович

Котенко, Олександр Олександрович

SocioEconomic Challenges Journal (Sumy State University)

Котенко Олександр Олександрович  
Державний вищий навчальний заклад  
«Українська академія банківської справи  
Національного банку України» м. Суми 
 
Kotenko Alexander 
Ukrainian academy of banking 
           City: Sumy 
The perspective development directions of Ukrainian commercial banks 
The consequences of world financial crisis had a huge influence on activity 
of Ukrainian commercial banks. The number of clients and quantity of deposits 
extremely decreased, as a result the rate of confidence to banking system came 
down too. Foreign investors started to move out their capitals and Ukrainian banks 
appeared the problem of negative paying capacity and possibility of bankruptcy. 
That situation needed the right solutions. One of them was the temporary 
administrations of the National bank of Ukraine in the most problem banks. Those 
administrations practically replaced the control body in that banks and the main 
shareholder became the government (the ministry of finance). But the result of this 
step is very deplorable because the financial condition didn’t make better even 
now. 
The other side of this problem is next possible shareholders. The world 
practice shows that the private investor doesn’t have an interest of buying the 
government bank and the national investors don’t want to acquire the problem 
bank. So the perspectives of those banks are very misty. 
 The similar conditions were pursued the other Ukrainian banks, but their 
reality was more bright. 
In that hard situation the administrations of Ukrainian banks must create and 
inculcate the new strategy of development. First of all those strategies should 
include the detailed valuation system based in main financial indexes, after that the 
management must create effective anti-crisis actions in all spheres of banking.  
It is easy to understand, that such activity is very expansive, so the top-
priority point is restoration the confidence to banking system. It means that the 
most necessary investors – the citizens of Ukraine must get new banking products. 
The new products will attract financial resources and deposits, so it will be base of 
the next banking development. 
The other direction is creation of unspecific banking products for example 
services for VIP-clients, such as: reservation of hotel rooms, lease the private cars, 
24-ours service of private financial consultant, the lawyer, personal secretary, 
security, the children nanny and others. 
In addition, it is important to capture new markets and enlarge the aim 
audiences by suggestion advantage credits for young people and families. That 
system must be clear and don’t include hide percents. The new system of deposits 
must include more high rates and conditions. 
 Also banks must stimulate the small, middle and large business to use card 
salary systems for attraction more financial recourses in temporary using. 
 The important direction also is advertising, which is the most effective 
engine of progress. New television, radio and mass media advertising must be 
oriented to persuasion of impotence and necessity of banks in a society. 
 In our opinion the perspective directions of banking development in period 
of world finance crisis should include: 
 Effective system of corporate control in Ukrainian banks; 
 Creation the attractive conditions for investment in our banking system; 
 Supporting of payment and non-admission of bankruptcy;  
 Attraction deposits; 
 Effective and clear credit system; 
 Creation new specific and unspecific banking services; 
 New marketing programs; 
 Stimulation of a business for using banking products; 
 Development of new credit and deposit programs for new aim audiences; 
 More effective television, radio and mass media advertising. 
So the foregoing development directions should be realized in short terms. 
Even now, when the large number of countries gradually becomes more stable, the 
banking system of Ukraine is in collapse phase. It means that managers must create 
effective anti-crisis programs to increase the payment and the stability of 
commercial banks. The authority restoration will attract new foreign and national 
investments and it will be the most important step of liquidation the world finance 
crisis in our country.      


The perspective development directions of Ukrainian commercial banks

https://essuir.sumdu.edu.ua/bitstream/123456789/62424/5/Kotenko_innovation_management.pdf

The perspective development directions of Ukrainian commercial banks

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SocioEconomic Challenges Journal (Sumy State University)