Fedirko V. The client base management in marketing of banking relations system

Three terms of foundation and development of banking marketing are divided, formalized conditions of engraining marketing relations system in the banks of Ukraine. Essence and main states of bank marketing relations system are defined, held critical analysis of banking business development concepts in this system. In the system of relations bank-client the bank client base management level and reaction of bank and client management level are allocated, examined interrelation between them, formalized object, goals and management methods on every level. The essence of definition "bank client base management" with the help of integrated approach is revealed, advanced the essence of understanding the term "bank client base", defined conceptual bases of the bank client base management. The mechanism of two-level bank client segmentation is worked out, the most relevant criteria's of bank client segmentation defined client profit level, the value of margin profit and client's potential for bank. The client profit level for bank is proposed to calculate on the base of the direct costing and client's potential for bank - with the influence of its social-age-related category, business, credit, resource and product potentials. The strategy of establishment bank cooperation with different clients segments is formalized. The practical verifying of client segmentation propositions is held based on JSC "OTP Bank", JSC "Raiffeisen Bank Aval", JSC "VAB Bank", JSC "Nadra", JSC "Ukrsotsbank".