title: ÐÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð¾Ðµ ÑÐ¾Ð¿ÑÐ¾Ð²Ð¾Ð¶Ð´ÐµÐ½Ð¸Ðµ ÐºÐ¾Ð¼Ð¼ÐµÑÑÐµÑÐºÐ¾Ð³Ð¾ Ð±Ð°Ð½ÐºÐ° (Ð½Ð° Ð¿ÑÐ¸Ð¼ÐµÑÐµ ÐÐÐ Ð±Ð°Ð½Ðº Â«ÐÐ»ÐµÐºÑÐ°Ð½Ð´ÑÐ¾Ð²ÑÐºÐ¸Ð¹Â»)
title: Ð²ÑÐ¿ÑÑÐºÐ½Ð°Ñ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð±Ð°ÐºÐ°Ð»Ð°Ð²ÑÐ°
titleType: Subtitle
title: Ð¡ommunication support of commercial bank (following the example of f PJSC Bank âAlexandrovskyâ)
Creators: name: ÐÑÐ¾ÑÐºÐ¸Ð½Ð°, ÐÐ°ÑÑÑ
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: 2024
Subjects: ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¸
ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð¾Ðµ ÑÐ¾Ð¿ÑÐ¾Ð²Ð¾Ð¶Ð´ÐµÐ½Ð¸Ðµ
Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½ÑÑ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð¾Ð³Ð¾ ÑÐ¾Ð¿ÑÐ¾Ð²Ð¾Ð¶Ð´ÐµÐ½Ð¸Ñ
Ð±Ð°Ð½ÐºÐ¾Ð²ÑÐºÐ°Ñ ÑÑÐµÑÐ°
ÐºÐ¾Ð¼Ð¼ÐµÑÑÐµÑÐºÐ¸Ð¹ Ð±Ð°Ð½Ðº
ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ ÐºÐ°Ð¼Ð¿Ð°Ð½Ð¸Ñ
Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ðµ ÐºÐ¾Ð¼Ð¼ÐµÑÑÐµÑÐºÐ¾Ð³Ð¾ Ð±Ð°Ð½ÐºÐ°
communications
communication support
tools of communication support
banking sphere
commercial bank
communication campaign
promotion of commercial bank

description: Ð Ð´Ð°Ð½Ð½Ð¾Ð¹ Ð²ÑÐ¿ÑÑÐºÐ½Ð¾Ð¹ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð¾Ð¹ ÑÐ°Ð±Ð¾ÑÐµ ÑÐ°ÑÑÐ¼Ð°ÑÑÐ¸Ð²Ð°ÐµÑÑÑ Ð¿ÑÐ¾Ð±Ð»ÐµÐ¼Ð° ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð¾Ð³Ð¾ ÑÐ¾Ð¿ÑÐ¾Ð²Ð¾Ð¶Ð´ÐµÐ½Ð¸Ñ ÐºÐ¾Ð¼Ð¼ÐµÑÑÐµÑÐºÐ¾Ð³Ð¾ Ð±Ð°Ð½ÐºÐ° Ð² ÑÑÐ»Ð¾Ð²Ð¸ÑÑ Ð·Ð°ÑÐ²Ð°ÑÐ° ÑÑÐ½ÐºÐ° Ð¸ Ð¿Ð¾Ð³Ð»Ð¾ÑÐµÐ½Ð¸Ñ ÐºÑÑÐ¿Ð½ÑÐ¼Ð¸ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸ÑÐ¼Ð¸ Ð¼ÐµÐ½ÑÑÐ¸Ñ. Ð ÑÐ°Ð±Ð¾ÑÐµ ÑÐ°ÑÑÐ¼Ð°ÑÑÐ¸Ð²Ð°ÑÑÑÑ ÑÐµÐ¾ÑÐµÑÐ¸ÑÐµÑÐºÐ¸Ðµ Ð¾ÑÐ½Ð¾Ð²Ñ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð¾Ð³Ð¾ ÑÐ¾Ð¿ÑÐ¾Ð²Ð¾Ð¶Ð´ÐµÐ½Ð¸Ñ, ÑÐ°ÐºÐ¶Ðµ Ð¿ÑÐµÐ´ÑÑÐ°Ð²Ð»ÐµÐ½Ñ Ð¿Ð¾Ð´ÑÐ¾Ð´Ñ ÑÐ°Ð·Ð½ÑÑ Ð°Ð²ÑÐ¾ÑÐ¾Ð² Ðº Ð¾Ð¿ÑÐµÐ´ÐµÐ»ÐµÐ½Ð¸Ñ ÑÑÐ¾Ð³Ð¾ Ð¿Ð¾Ð½ÑÑÐ¸Ñ. Ð¢Ð°ÐºÐ¶Ðµ Ð² ÑÐ°Ð±Ð¾ÑÐµ ÑÐ°ÑÑÐ¼Ð¾ÑÑÐµÐ½Ñ Ð¾ÑÐ¾Ð±ÐµÐ½Ð½Ð¾ÑÑÐ¸ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð¾Ð³Ð¾ ÑÐ¾Ð¿ÑÐ¾Ð²Ð¾Ð¶Ð´ÐµÐ½Ð¸Ñ Ð² Ð±Ð°Ð½ÐºÐ¾Ð²ÑÐºÐ¾Ð¹ ÑÑÐµÑÐµ. ÐÑÐ¾Ð°Ð½Ð°Ð»Ð¸Ð·Ð¸ÑÐ¾Ð²Ð°Ð½ ÑÑÐ¿ÐµÑÐ½ÑÐ¹ Ð¾Ð¿ÑÑ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð¾Ð³Ð¾ ÑÐ¾Ð¿ÑÐ¾Ð²Ð¾Ð¶Ð´ÐµÐ½Ð¸Ñ Ð´ÑÑÐ³Ð¸Ñ Ð±Ð°Ð½ÐºÐ¾Ð². Ð Ð¿ÑÐ°ÐºÑÐ¸ÑÐµÑÐºÐ¾Ð¹ ÑÐ°ÑÑÐ¸ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ Ð±ÑÐ» Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½ Ð°Ð½Ð°Ð»Ð¸Ð· ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð¾Ð¹ Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÐ¸ ÐÐÐ ÐÐ°Ð½ÐºÐ° Â«ÐÐ»ÐµÐºÑÐ°Ð½Ð´ÑÐ¾Ð²ÑÐºÐ¸Ð¹Â», Ð²ÑÑÐ²Ð»ÐµÐ½Ñ Ð¿ÑÑÐ¼ÑÐµ Ð¸ ÐºÐ¾ÑÐ²ÐµÐ½Ð½ÑÐµ ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÑ, Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½ Ð¾Ð±Ð·Ð¾Ñ Ð¸ Ð°Ð½Ð°Ð»Ð¸Ð· ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ½Ð¾Ð¹ ÑÑÐµÐ´Ñ, Ð¾Ð±ÑÐ¸Ð¹ SWOTÐ°Ð½Ð°Ð»Ð¸Ð·. ÐÑÐ¾Ð²ÐµÐ´ÐµÐ½ ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ½ÑÐ¹ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½ÑÐ¹ Ð°Ð½Ð°Ð»Ð¸Ð·. ÐÐ²ÑÐ¾ÑÐ¾Ð¼ Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½Ð¾ Ð¸Ð½ÑÐµÑÐ²ÑÑ Ð¸ Ð°Ð½ÐºÐµÑÐ¸ÑÐ¾Ð²Ð°Ð½Ð¸Ðµ, Ð¿ÑÐ¾Ð°Ð½Ð°Ð»Ð¸Ð·Ð¸ÑÐ¾Ð²Ð°Ð½Ñ Ð¸Ñ ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÑ. ÐÐ¾ ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÐ°Ð¼ Ð¸Ð½ÑÐµÑÐ²ÑÑ Ð¸ Ð°Ð½ÐºÐµÑÐ¸ÑÐ¾Ð²Ð°Ð½Ð¸Ñ Ð²ÑÑÐ²Ð»ÐµÐ½Ñ Ð¾ÑÐ½Ð¾Ð²Ð½ÑÐµ Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½ÑÑ Ð¸ ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐ°Ð½Ñ ÑÐµÐºÐ¾Ð¼ÐµÐ½Ð´Ð°ÑÐ¸Ð¸ Ð¿Ð¾ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð¾Ð¼Ñ ÑÐ¾Ð¿ÑÐ¾Ð²Ð¾Ð¶Ð´ÐµÐ½Ð¸Ñ ÐÐ°Ð½ÐºÐ° Â«ÐÐ»ÐµÐºÑÐ°Ð½Ð´ÑÐ¾Ð²ÑÐºÐ¸Ð¹Â».
description: In this graduate qualification work the problem of communication support of commercial bank in the conditions of market capture and absorption by large companies of smaller ones is considered. The paper considers the theoretical basis of communication support, also presented approaches of different authors to the definition of this concept. Also in the work the peculiarities of communication support in the banking sphere are considered. The successful experience of communication support of other banks is analyzed. In the practical part of the study was analyzed communication activity of PJSC Bank âAlexandrovskyâ, identified direct and indirect competitors, reviewed and analyzed the competitive environment, a general SWOT-analysis. Competitive communication analysis was carried out. The author conducted interviews and questionnaires and analyzed their results. Based on the results of interviews and questionnaires, the author identified the main tools and developed recommendations for communication support of Alexandrovsky Bank.