ANALYSIS OF MODELS OF BANKING BUSINESS STRATEGY: INTERNATIONAL AND DOMESTIC EXPERIENCE

Introduction. In the current conditions of development, banks are influenced by numerous external factors at the international and national level, as well as economic, political, social and technological trends, which contribute to the need to change the features of their activities. These include, first of all, the review of banks' business strategies as the main reflections of their activities, as well as the use of more effective types of them in accordance with the specifics of the institution. This issue is the subject of extensive research by both domestic and foreign scientists and requires detailed study and determines the relevance of the chosen topic. The purpose of the study is a thorough analysis of existing models of business strategy of banks in the international and domestic banking space. The method (methodology) is presented in the form of general and special methods: analysis and synthesis, comparison and grouping, induction and deduction, logical generalization, etc. Results. The paper examines the main trends in changing the basic business strategy models of banks in the example of the USA and Europe, which manifested in the characteristic transformation of their component balances and revealed the most common types (eg investment banking, retail banking, strategy focused on interbank operations, etc.). The author also identifies different types of business strategies in Ukraine and outlines their main characteristics (for example, universal banking, retail banking, corporate banking, retail financing, investment and frozen banks, etc.). As a result, it was concluded that there is a difference between national and internatinal business strategy models, which is caused by the specific nature of the economic development, the conditions of the crisis, and this opens the way for improvement.