The article presents the authors´ systematization of strategies for managing retail banking businesses with the disclosure of the methods and forms, and that provides an overview of the strategies used, the methods and forms of the retail banking business. This systematization allows developing new models of strategies that take into account the interaction of business, society and the public to ensure the balance of risks and effectiveness of activities, including at each stage of the organization of the retail banking business. The success of the forms and methods of retail business is determined, above all, by adequate view of the situation in the market and well-built strategies of banks. An integrated approach is needed to the selection and development strategy of the bank, combining orientation on customer needs and the ability of the developed strategy to form a high-quality and reliable customer base. Currently, banks create more flexible development strategies for their businesses which are able to adapt, if necessary, to the new market conditions with minimal losses for the bank or compensate for the sharp transition to a different strategy and not to lose customers. At the same time, on the part of customers, there are many factors that determine their choice of a bank. The analysis allowed us to formulate the factors that make up a system of incentives in the choice /change of the bank in today´s conditions, which vary depending on the regions of the Russian Federation, standards of living of the population, socio-economic and political situation in the country.
retail banking, banking services, forms and methods, strategies.
1. Akimkin, D.Iu. Zarubezhnye modeli bankovskogo roznichnogo biznesa: klientskii podkhod [Foreign banks´ retail business model: the client approach] // Sibirskaia finansovaia shkola. - 2012. - №2. - pp. 69-73.
2. Bespalova, I.V., Iashina, N.M. Finansovaia model´ upravleniia riskami rossiiskikh bankov [The financial risk management model of Russian Banks] // Sovremennye problemy nauki i obrazovaniia. - 2014. - №2. - 442 p.
3. Bankovskoe delo: roznichnyi biznes [Banking: retail banking] / kol. avtorov; pod red. G.N. Beloglazovoi i L.P. Krolivetskoi. - M.: KNORUS, 2010. - 416 p.
4. Doklad к XXIV S"ezdu Assotsiatsii rossiiskikh bankov «Banki i obshchestvo: rol´ kreditnykh organizatsii v sotsial´no-ekonomicheskom razvitii Rossii» [Report to the XXIV Congress of the Association of Russian Banks "Banks and society: the role of credit institutions in the socio-economic development of Russia"]. - M., 2013. [Elektronnyi resurs]: URL: http://akorb.ru/files/akorb_files/stories/20130321_ARB_2013_congress_report_(final).pdf (data obrashcheniia: 05.11.2014) [Accessed on November 5, 2014].
5. Zaerniuk, V.M., Faizova, G.R. Perspektivy razvitiia roznichnykh bankovskikh uslug na rossiiskom rynke [Prospects for the development of retail banking services in the Russian market] // Finansy i kredit. - 2012. -№38(518). - pp. 17-23.
6. Zaerniuk, V.M., Faizova, G.R. Kombinirovannye produkty как sposob rasshireniia produktovoi lineiki kommercheskogo banka [Combined products as a way to expand the product line of commercial bank] // Problemy i opyt menedzhmenta, finansov, ucheta i nalogooblozheniia predpriiatii, otraslei, kompleksov: sb. statei. -M., 2012. - pp. 153-160.
7. Lebedinskaia, O.G. Sovershenstvovanie strategii razvitiia bankovskikh uslug dlia korporativnykh klientov [Improving the development strategy of banking services for corporate clients] // Infrastrukturnye otrasli ekonomiki: problemy i perspektivy razvitiia. - 2014. - №4. -pp. 19-26.
8. Makovskaia, N. Bankovskoe «assorti» [Banking "allsorts"] // Priamye investitsii. -2008. - №09 (77). - pp. 88-92
9. Frolova, E.I. Sovremennye realii rynka roznichnykh bankovskikh uslug v Rossii [Current realities of retail banking services in Russia] // Ekonomika i pravo. Novyi universitet. -2011.-№8.-pp. 61-63.
10. Chernikova, L.I. Strategiia razvitiia roznichnogo finansovogo rynka Rossii [The development strategy of the retail financial market of Russia] // Aktual´nye problemy restrukturizatsii rossiiskikh predpriiatii: sb. dokladov IX Vserossiiskoi nauchno-prakticheskoi konferentsii. - Penza, 2009. - pp. 133-144.
11. InstitutsionaTnaia otsenka rynka bankovskikh uslug: monografiia [Institutional assessment of the banking market: a monograph] / L.I. Chernikova, E.N. Egorova, V.M. Zaerniuk, G.R. Faizova; pod obshch. red. L.I. Chernikovoi. - M.: FGBOU VPO «RGUTiS», 2012.-206 p.
12. Sait The Retail Finance. [Elektronnyi resurs]: URL: www.rfinance.ru (data obrashcheniia: 07.11.2014) [Accessed on November 7, 2014].
