PROBLEMS IN THE MANAGEMENT OF THE BANK BRANCH NETWORK IN THE PRESENT CONDITIONS OF THE BANKING BUSINESS

Abstract

An important place belongs to the branch network in the modern conditions of the development of banking system of any country, which is an effective sale channel of banking products and services. The current need to reduce costs on banking activity and optimize process of bank management causes the necessity of revision of approaches to banking branch management. Taking into account the absence of complex investigations of optimal approach to bank branch network management, the major task of the article is determination of branch network place in the structure of banking system and also the methodology development of its management under the circumstances of regular estimation and analysis of the productivity of branch units. The branch network takes an important place in parameters of investigation of the strength of commercial bank. Nowadays The main directions of further development of bank branch network are: support of the bank branch activity to the efficient level, increasing of the popularity of the usage of digital technologies etc. For realization of the appropriate measures to ensure the bank branch network in the conditions of regular estimation and analysis of the branch units` the next methodology is developed including such stages: 1) analysis of client advantages; 2) determination of potential profit of branch network which works both in certain region and in the whole country; 3) estimation of work productivity of certain unit of bank branch network; 4) benchmarketing of production capacities of bank branch unit; 5) identification of modern formats of work for existent and new branch units; 6)determination of migration strategy of branch network channels; 7) testing-investigation-implementation. The proposed approach to the management of branch network can be used by banks of different groups. Meanwhile, priorities of possible behavior of banks on the market in the conditions of costs minimization and increasing of their competitiveness are clearly determined.