title: Ð¡ÑÑÐ°ÑÐµÐ³Ð¸Ñ ÑÐ¸ÑÑÐ¾Ð²Ð¾Ð³Ð¾ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð° ÑÐ¾Ð·Ð½Ð¸ÑÐ½Ð¾Ð³Ð¾ Ð±Ð¸Ð·Ð½ÐµÑÐ° BH Bank
title: Ð²ÑÐ¿ÑÑÐºÐ½Ð°Ñ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð¼Ð°Ð³Ð¸ÑÑÑÐ°
titleType: Subtitle
title: Digital marketing strategy for BH Banks retail business
Creators: name: Ð§Ð¶Ð°Ð½ Ð¦ÑÐ»Ð¸
Publisher: name: Ð¡Ð°Ð½ÐºÑ-ÐÐµÑÐµÑÐ±ÑÑÐ³ÑÐºÐ¸Ð¹ Ð¿Ð¾Ð»Ð¸ÑÐµÑÐ½Ð¸ÑÐµÑÐºÐ¸Ð¹ ÑÐ½Ð¸Ð²ÐµÑÑÐ¸ÑÐµÑ ÐÐµÑÑÐ° ÐÐµÐ»Ð¸ÐºÐ¾Ð³Ð¾
Year: 2023
Subjects: ÐºÐ¾Ð¼Ð¼ÐµÑÑÐµÑÐºÐ¸Ð¹ Ð±Ð°Ð½Ðº
ÑÐ¾Ð·Ð½Ð¸ÑÐ½ÑÐ¹ Ð±Ð¸Ð·Ð½ÐµÑ
ÑÐ¸ÑÑÐ¾Ð²Ð¾Ð¹
Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²Ð°Ñ ÑÑÑÐ°ÑÐµÐ³Ð¸Ñ
commercial bank
retail business
digital
marketing strategy

description: Ð¦ÐµÐ»ÑÑ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ ÑÐ²Ð»ÑÐµÑÑÑ ÑÑÐ¾ÑÐ¼Ð¸ÑÐ¾Ð²Ð°ÑÑ ÑÐµÐºÐ¾Ð¼ÐµÐ½Ð´Ð°ÑÐ¸Ð¸ Ð¿Ð¾ ÑÐ¾Ð²ÐµÑÑÐµÐ½ÑÑÐ²Ð¾Ð²Ð°Ð½Ð¸Ñ Ð¿ÑÐ¾ÑÐµÑÑÐ° ÑÐ¸ÑÑÐ¾Ð²Ð¾Ð¹ ÑÑÐ°Ð½ÑÑÐ¾ÑÐ¼Ð°ÑÐ¸Ð¸ Ð±Ð°Ð½ÐºÐ°.. ÐÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ðµ Ð²ÑÐ¿Ð¾Ð»Ð½ÑÐ»Ð¾ÑÑ Ð½Ð° Ð±Ð°Ð·Ðµ BH Bank. ÐÑÐµÐ´Ð¼ÐµÑ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ: Ð¡ÑÑÐ°ÑÐµÐ³Ð¸Ñ ÑÐ¸ÑÑÐ¾Ð²Ð¾Ð³Ð¾ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð° ÑÐ¾Ð·Ð½Ð¸ÑÐ½Ð¾Ð³Ð¾ Ð±Ð¸Ð·Ð½ÐµÑÐ° BH Bank. ÐÐµÑÐ¾Ð´Ñ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ: ÐÐµÑÐ¾Ð´ Ð°Ð½Ð°Ð»Ð¸Ð·Ð° ÐºÐµÐ¹ÑÐ¾Ð² Ð¸ ÐÐµÑÐ¾Ð´ Ð¾Ð±Ð·Ð¾ÑÐ° Ð»Ð¸ÑÐµÑÐ°ÑÑÑÑ. ÐÑÐ½Ð¾Ð²Ð½ÑÐµ ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÑ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ: ÐÐ½Ð½Ð¾Ð²Ð°ÑÐ¸Ð¸ Ð² Ð¿ÑÐ¾Ð´ÑÐºÑÐ°Ñ, ÑÐ°Ð·ÑÐ¼Ð½Ð¾Ðµ ÑÐµÐ½Ð¾Ð¾Ð±ÑÐ°Ð·Ð¾Ð²Ð°Ð½Ð¸Ðµ, ÑÐ¾ÑÐ½Ð¾Ðµ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ðµ, Ð¿Ð¾ÑÑÑÐ¾ÐµÐ½Ð¸Ðµ ÐºÐ°Ð½Ð°Ð»Ð¾Ð² ÑÐ±ÑÑÐ°, ÑÐ¿ÑÐ°Ð²Ð»ÐµÐ½Ð¸Ðµ Ð¿ÐµÑÑÐ¾Ð½Ð°Ð»Ð¾Ð¼, ÑÑÐµÐ½Ð°ÑÐ½ÑÐ¹ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³, Ð¾Ð¿ÑÐ¸Ð¼Ð¸Ð·Ð°ÑÐ¸Ñ Ð¿ÑÐ¾ÑÐµÑÑÐ¾Ð². ÐÐ±Ð»Ð°ÑÑÑ Ð¿ÑÐ¸Ð¼ÐµÐ½ÐµÐ½Ð¸Ñ ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÐ¾Ð² ÐÐÐ  ÐÐ°Ð»ÑÐµ Ð¸ ÑÑÐµÐ´Ð½Ð¸Ðµ ÐºÐ¾Ð¼Ð¼ÐµÑÑÐµÑÐºÐ¸Ðµ Ð±Ð°Ð½ÐºÐ¸. ÐÐ°ÑÑÐ½Ð¾Ð¹ Ð½Ð¾Ð²Ð¸Ð·Ð½Ð¾Ð¹ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ ÑÐ²Ð»ÑÐµÑÑÑ ÐÐ¾ ÑÑÐ°Ð²Ð½ÐµÐ½Ð¸Ñ Ñ ÑÑÑÐµÑÑÐ²ÑÑÑÐ¸Ð¼Ð¸ ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÐ°Ð¼Ð¸ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ð¹, Ð² Ð´Ð°Ð½Ð½Ð¾Ð¹ ÑÑÐ°ÑÑÐµ Ð² ÐºÐ°ÑÐµÑÑÐ²Ðµ Ð¾Ð±ÑÐµÐºÑÐ° Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ Ð¸ÑÐ¿Ð¾Ð»ÑÐ·ÑÐµÑÑÑ BH Bank, Ð° BH Bank - ÑÐµÐ³Ð¸Ð¾Ð½Ð°Ð»ÑÐ½ÑÐ¹ ÑÐµÐ»ÑÑÐºÐ¾ÑÐ¾Ð·ÑÐ¹ÑÑÐ²ÐµÐ½Ð½ÑÐ¹ Ð¸ ÐºÐ¾Ð¼Ð¼ÐµÑÑÐµÑÐºÐ¸Ð¹ Ð±Ð°Ð½Ðº, ÐµÐ³Ð¾ Ð¾Ð¿ÐµÑÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ Ð·Ð¾Ð½Ð° Ð¸ ÑÐ°Ð·Ð½Ð¾Ð²Ð¸Ð´Ð½Ð¾ÑÑÐ¸ Ð±Ð¸Ð·Ð½ÐµÑÐ° Ð² Ð±Ð¾Ð»ÑÑÐµÐ¹ ÑÑÐµÐ¿ÐµÐ½Ð¸ Ð¾Ð³ÑÐ°Ð½Ð¸ÑÐµÐ½Ñ Ð¿Ð¾Ð»Ð¸ÑÐ¸ÐºÐ¾Ð¹ ÑÐµÐ³ÑÐ»Ð¸ÑÐ¾Ð²Ð°Ð½Ð¸Ñ Ð¸ Ð¼ÐµÑÑÐ½ÑÐ¼Ð¸ Ð¿Ð¾Ð»Ð¸ÑÐ¸ÐºÐ°Ð¼Ð¸, ÑÐµÐ¼ ÐºÑÑÐ¿Ð½ÑÐµ Ð¸ ÑÑÐµÐ´Ð½Ð¸Ðµ ÐºÐ¾Ð¼Ð¼ÐµÑÑÐµÑÐºÐ¸Ðµ Ð±Ð°Ð½ÐºÐ¸, Ð¸ Ð¾Ð½ Ð±Ð¾Ð»ÐµÐµ Ð¾ÑÐ¾ÑÐ½Ð¾ Ð¸ÑÐ¿Ð¾Ð»ÑÐ·ÑÐµÑ ÑÐ¸ÑÑÐ¾Ð²ÑÐµ ÑÐµÑÐ½Ð¾Ð»Ð¾Ð³Ð¸Ð¸. ÑÐ¸Ð½Ð°Ð½ÑÐ¾Ð²ÑÐµ ÑÐµÑÐ½Ð¾Ð»Ð¾Ð³Ð¸Ð¸ Ð´Ð»Ñ Ð¿ÑÐµÐ¾Ð´Ð¾Ð»ÐµÐ½Ð¸Ñ Ð³ÑÐ°Ð½Ð¸Ñ Ð±Ð¸Ð·Ð½ÐµÑÐ°. ÐÑÐ²Ð¾Ð´Ñ. ÐÐ°Ð´Ð°ÑÐ¸ ÐÐÐ  ÑÐµÑÐµÐ½Ñ, ÑÐµÐ»Ñ Ð´Ð¾ÑÑÐ¸Ð³Ð½ÑÑÐ°, Ð¾Ð¿ÑÐµÐ´ÐµÐ»ÐµÐ½Ð° Ð¾Ð±Ð»Ð°ÑÑÑ Ð¿ÑÐ¸Ð¼ÐµÐ½ÐµÐ½Ð¸Ñ ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÐ¾Ð². ÐÐ¾Ð»ÑÑÐµÐ½Ð½ÑÐµ ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÑ Ð¾Ð±Ð»Ð°Ð´Ð°ÑÑ Ð¿ÑÐ¸Ð·Ð½Ð°ÐºÐ°Ð¼Ð¸ Ð½Ð°ÑÑÐ½Ð¾Ð¹ Ð½Ð¾Ð²Ð¸Ð½Ñ. ÐÐ±Ð¾ÑÐ½Ð¾Ð²Ð°Ð½Ñ Ð¿ÐµÑÑÐ¿ÐµÐºÑÐ¸Ð²Ñ Ð¸ Ð½Ð°Ð¿ÑÐ°Ð²Ð»ÐµÐ½Ð¸Ñ Ð´Ð°Ð»ÑÐ½ÐµÐ¹ÑÐµÐ³Ð¾ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ.
description: The purpose of the study is to form recommendations for improving the process of digital transformation of the bank.. The study was carried out on the basis of BH Bank. Subject of research: Digital marketing strategy of BH Bank retail business. Research methods: Case analysis method and Literature Review Method. The main results of the study: Product innovations, reasonable pricing, accurate promotion, building sales channels, personnel management, scenario marketing, process optimization. The scope of application of the results of the WRC is Small and medium-sized commercial banks. The scientific novelty of the study is In comparison with the existing research results, in this article BH Bank is used as the object of research, and BH Bank is a regional agricultural and commercial bank, its operating area and types of business are more limited by regulatory policies and local policies than large and medium-sized commercial banks, and it is more willing to use digital technologies. financial technologies for overcoming business boundaries. Conclusions. The tasks of the WRC have been solved, the goal has been achieved, the scope of application of the results has been determined. The results obtained