ИСТИНА

Competitiveness is a rather complex economic category, which requires detailed and comprehensive evaluation. The specificity of banking activity is reflected in the difficulty of assessing the competitiveness of a single commercial Bank and the banking sector of the country as a whole. At the same time, in the context of increasing globalization of the world economy, including its financial sector, the problem of ensuring the international competitiveness of national banks and the banking sector of the country becomes urgent (Kolesov P.F., 2012). The experience of Chinese banks in increasing international competitiveness is interesting due to the high rates of development, both the banking system of China itself and the growth of the main indicators of the largest Chinese banks, which provide them with a dominant position in the global financial system and leading positions in international Bank ratings. However, it should be noted that the international competitiveness of the banking sector affects the global competitiveness of the country (as an indicator of the development of the financial market), which reflects the interest of the state in its strengthening. Meanwhile, the study and modeling of the competitiveness of commercial banks began relatively recently. Due to the inertia and conservatism of banking business development back in the middle of the 20th century, marketing in banking was practically not used, as consumer preferences in choosing a Bank shifted towards the reliability of the credit institution, not the quality of service. Only increased competition in the financial markets has led to the fact that American and European banks began to use marketing tools to grow their business (Bateson J.E., Hoffman D.K., 1999), and the first scientific researches in this direction are performed with the 70-ies of the last century. Interbank competition at the international level in the research of leading scientists-economists is reflected twenty years later - in 1990 published a monograph by Michael Porter "Competitive Advantage of Nations", which deals with the financial components of the competitive advantages of the country. Given the current trends in the globalization of the financial market and the need to ensure the international development of banking business, it is obvious that the task of improving the competitiveness of individual banks and the banking sector as a whole. The solution to the problem of achieving a sufficient level of international competitiveness of a commercial Bank is a combination of its financial and marketing aspects.