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

Larisa Andreeva () and Alina Andreeva
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Larisa Andreeva: Higher School of Business of the Southern Federal University Russia
Alina Andreeva: Rostov State Transport University, Russia

Review of Applied Socio-Economic Research, 2014, vol. 8, issue 2, 5-12

Abstract: 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.

Keywords: marketing strategies; Russian banks; new economic conjuncture; accelerated capitalization (search for similar items in EconPapers)
JEL-codes: G21 M31 (search for similar items in EconPapers)
Date: 2014
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