entrepreneurial potential, development of entrepreneurial potential, deposits, deposit policy, deposit operations, deposit rates, banks
Abstract
The mechanisms of attracting deposits under martial law as a tool for the development of entrepreneurial potential are worked out. The economic essence of deposits is studied from the perspective of the present. The definition of the economic essence of the concept of “deposits” is generalized from the point of view of retrospect. The types of deposits, which are mainly offered by banks today, are allocated. The approaches to the classification of deposits are analyzed and summarized. Generalization of the achievements of domestic scientists allowed to form a classification of bank deposits with the allocation of fourteen features. The stages that, in accordance with the marketing capabilities of the bank, go through the process of solving a specific marketing situation are identified. The volumes of deposits of individuals and legal entities in 2020–2023 are researched and analyzed. The challenges faced by banks in the process of implementing deposit policy are identified. In particular, they include the instability of the economic situation, which affects the confidence of depositors, the high level of competition in the banking market, and, above all, changes in the regulatory environment, in particular, in the monetary policy of the National Bank of Ukraine. The largest players in the deposit market are identified. The deposit conditions of state-owned banks of Ukraine are analyzed. Innovative technologies in the banking sector are highlighted. The average UIRD rates in 2024 are analyzed. The main challenges for the deposit sector that exist at present are stated. A comparison of deposit rates offered by state-owned banks of Ukraine is made. The impact of changes in the banking system on the livelihoods of the population is revealed. The “positive” prospects for the deposit market of Ukraine are listed. Measures to stimulate the deposit activity of banks are proposed. The article investigates how the attraction of deposits by banks affects the development of entrepreneurial potential.
Author Biographies
Natalia Kovshun, National University of Water and Environmental Engineering, Rivne
Doctor of Economics, Professor
Volodymyr Blyshchyk, National University of Water and Environmental Engineering, Rivne
Post-graduate Student
Illia Stetsiuk, National University of Water and Environmental Engineering, Rivne
