MANAGEMENT OF CREDIT ACTIVITY OF BANKING INSTITUTIONS

The article investigates the current state of credit activity of banking institutions of Ukraine, the dynamics of key indicators that characterize it. The need to support customer-oriented policy in the field of credit activity, which is the key to strengthening the competitive position of the Bank in the struggle for customers. The authors have developed a comprehensive model of activation of credit activity management of the Bank, in which a program of actions in a certain direction is proposed and some diagnostic indicators are recommended to determine the state of the Bank in accordance with the proposed targets. Also, the distinctions of work at each of the selected organizational and management stages are determined in detail. The proposed levers are reduced to an of management actions that will adjust the development of credit activity of a banking institution in the priority direction. the economic development of the. Credit institutions need to pre-calculate probable changes in business activity in society, adjust vectors of development in accordance with strategic goals and capabilities. It is also necessary to strive for stable and long-term relationships with clients, to become consultants, followers in their business relations, business projects, organization of the financing process for them. It is recommended that more attention be paid to the quality of the sources of repayment, thereby reducing risk relationships. The using of the above suggestions in practice will allow to build an effective system of development of banking activity in the future. Abstract The article investigates the current state of credit activity of banking institutions of Ukraine. the dynamics of key indicators that characterize it. The need to support customer-oriented policy in the field of credit activity. which is the key to strengthening the competitive position of the Bank in the struggle for customers. It was found that the credit activity of banking institutions in recent years remains low. This is due to a decrease in the purchasing power of the population. a significant number of unreliable borrowers who are unable to fulfill their obligations. a sufficiently high level of uncertainty about further development and the high cost of credit. In order to solve one of the leading issues in the development of the banking sector aimed at stimulating the reproduction processes in the country’s economy. and given the high investment potential of the country. it is proposed to coordinate the management policy of banks in the direction of further activation of credit activity. For this purpose. the authors have developed a comprehensive model of activation of credit activity management of the Bank. in which a program of actions in this direction is proposed and some diagnostic indicators are recommended to determine the state of the Bank in accordance with the proposed targets. It is indicated that. depending on the needs of each credit institution can expand the proposed list of indicators. The article also indicates the need to study certain tools that will affect the credit card activity of banking institutions and the definition of mechanisms for their management. Among them. it is recommended to distinguish two groups: intrabank (tools that are developed and used by the banking institution itself) and external tools. among which are interbank (tools that are developed by a group of banks in order to jointly reduce credit risk) and state (tools for managing credit activity on the part of state bodies). It is recommended to adjust the level of credit activity at macro -, meso