DEPOSIT OPERATIONS OF COMMERCIAL BANKS: CLASSICAL METHODS AND INNOVATIVE RESOURCE MOBILIZATION TECHNOLOGIES

Abstract

The relevance of the research topic is due to the growth of competition in the banking market and the need to improve the efficiency of managing the resource base of commercial banks, where deposits occupy a key place. The purpose of the article is to systematize classical and innovative methods of attracting deposits, analyze trends in the development of the deposit market of Ukraine, and form a classification of deposit policy methods. The research methodology is based on the use of comparative analysis, statistical methods, content analysis of banking products, and a systematic approach to studying deposit policy. The study analyzed the structure of the deposit market of Ukraine, the dynamics of deposit investment volumes, and the impact of digitalization on attracting resources. Particular attention is paid to assessing the interest rate, determining factors that influence the choice of deposit products, and ways to increase their loyalty. A classification of deposit attraction methods has been developed, which provides for a division into classical (term, savings, card deposits) and innovative (online deposits, cashback deposits, deposits with gamification elements, multicurrency programs). The effectiveness of various channels of communication with clients was also analyzed, including mobile applications, Internet banking and social networks. It was emphasized that digitalization not only simplifies access to deposit products, but also creates opportunities for personalization of offers, which increases their attractiveness for different categories of the population. Key areas for improving banks' deposit policy were identified: expanding digital channels for attracting funds, introducing bonus programs and personalized deposit products. Among the promising tools, the stimulation of long-term savings and the development of flexible deposit products were also highlighted. This approach helps strengthen customer trust in banks and increase the stability of the deposit portfolio. As a result of the study, approaches to classifying deposits were generalized, the practices of Ukrainian and European banks in forming interest rates on deposits were compared, the impact of digitalization on attracting funds from the population was studied, and ways to improve the effectiveness of deposit programs were proposed. Prospects for further research are related to the development of models for predicting the dynamics of the deposit portfolio using digital technologies and analyzing the behavior of depositors during crisis periods.