РОЗВИТОК БАНКІВСЬКОЇ СИСТЕМИ У ПЕРІОД ЦИФРОВИХ ТРАНСФОРМАЦІЙ ТА СМАРТ-ІННОВАЦІЙ: МАРКЕТИНГОВІ ТА УПРАВЛІНСЬКІ АСПЕКТИ

banking system, making it more efficient, secure and customer-oriented. It was found that banks that actively implement digital technologies gain competitive advantages and are able to better meet the needs of their customers. It is specified that the financial stability of the banking system is the basis of its effective functioning. In the conditions of constant changes in the market, Ukrainian banks must maintain a high level of capitalization, effectively manage assets and liabilities, as well as have strategies for quick response to financial crises. There is a need for an in-depth analysis of the development of the banking system in order to develop a further strategy for its operation in the period of digital transformations and smart innovations from the standpoint of marketing and management aspects. It was determined that in the context of rapid technological development and changes in market conditions, banks must constantly monitor and analyze their achievements and strategies in order to quickly respond to changes and remain at the forefront of innovation.