MODERNIZATION OF THE NATIONAL BANKING MARKET AS A STRATEGIC GUIDELINE OF DEVELOPMENT (FOR EXAMPLE, PJSC «STATE SAVINGS BANK OF UKRAINE»)

In the conditions of financial instability growth when domestic banks are experiencing a liquidity crisis, the outflow of financial resources and, consequently, reduction in funding innovation and investment projects and narrowing of the innovation investment there is a need to find new approaches to improve the effectiveness of its activities and identify additional ways to gain a competitive advantage. These possible solutions to the problems of the banking sector could be the introduction of innovative customer service technologies and new products and services. That is why the Ukrainian banks are experiencing an acute need for the introduction of new concepts of innovation strategies. The effectiveness of the bank and its competitiveness in the financial market is largely dependent on the introduction of innovative banking products and technologies. In the banking sector to innovate are those new processes and models by which the credit — financial institutions intend to go on a technologically new level of performance, and to improve its position in the banking market by increasing market share and build customer base, as well as increasing the level of trust and customer loyalty. Thus, in the present conditions of innovation is one of the most effective tools in the competition. The introduction of scientific achievements and inventions in the banking organization provides a constant updating and improvement of banking products and customer service technologies. Today, the innovative aspects of the interaction between banks and customers were seen as a key factor in the bank's strategy of building product. The new bank product — a product that is independently developed by the bank, which has no analogues in the banking market, for the first time in this market using a combination of pre-existing banking products or modified some of their parameters or components. In general, banking innovations this is the end result of the innovative activity of the bank, has received in the implementation of a new or improved product or banking services that are embedded in practice. Therefore, in the modern banking services to especially important is the development of management models, which were primarily focused on improving the quality of service and increase on this basis, profitability of banks. The article describes the content, features and components of the innovative banking services market. Identify the specific characteristics and the social effect of the introduction of innovative banking products. It is suggested the need to develop innovative strategies, as the main mechanism for the creation and implementation of innovations in all areas of the bank. The ways of introducing innovative banking services to enhance the bank's competitiveness in terms of European integration processes.