Formation and assessment of the competitiveness of commercial banks in the digital economy

   In the context of the digital transformation of the financial market, the competitiveness of commercial banks is increasingly determined not so much by traditional financial and economic indicators as by the level of digital technology adoption, the flexibility of business models and the quality of customer experience. The article examines the evolution of scientific approaches to assessing the competitiveness of commercial banks and substantiates the need for their adaptation to the digital economy.

   The purpose of the research is to develop and test an integrated approach to assessing the competitiveness of banks, taking into account digital marketing metrics.

   The paper systematizes modern business models of banks, proposes a system of quantitative and qualitative indicators of competitiveness, and provides a comparative assessment of the competitive positions of Russian banks of various types. The study found that the digitalization of the financial sector leads to a change in the factors of formation of competitive advantages of banks and the transformation of the mechanisms of banking competition. It is proved that the existing approaches to assessing the competitiveness of banks do not sufficiently take into account the influence of technological factors on the efficiency of their activities. The proposed approach makes it possible to comprehensively assess the competitive positions of banks, taking into account the level of their digital adaptability and the specifics of the business model being implemented. The results obtained can be used in the strategic management of commercial banks.

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