The research is aimed to evaluate the internet marketing strategies in of life insurance companies in Ukraine. The insurance service in the time of digitalization faces scenarios of implementation in the marketing strategy on-line component. The main challenge for Ukrainian life insurance companies comparatively with the world practice is non-obligatory status of such kind of insurance contracts. So, on the one hand, costs of operation, regulatory pressures and inflexible technology infrastructure are increasing, and, on the other hand, economic recession does not allow to increase the number of insured persons, premiums and profit growth.Sector of financial services is characterized by an increase in the level of competition, life insurance compelled to compete with pensions funds, banks and other financial institutions in order to defend their market share. Insurance companies marketing strategy determines how an insurer can best achieve its goals and objectives, keep existing customers and attract new ones with minimal costs.Keeping all the above problems around the study would attempt to study all the factors that contributed to the effective marketing strategies. This paper presents different marketing strategies that are taken up in life insurance services keeping in view external and internal environment of the company.

The low level of coverage of the population by banking services is one of the relevant problem for the Ukrainian banking system and for the economy as a whole. The economic growth, the well-being of the population and the social climate in society depend from the ability of the population to the use of basic financial services. In the article the definition of financial inclusion of the population is considered and formed. The determinants of supply and demand, which are complemented by the determinants of social responsibility, are studied. This approach, together with the needs and accessibility of basic financial services, combines the protection of consumer rights, the development of proportional surveillance, the promotion of digital technology and the creation of financial literacy programs, taking into account national and sociological characteristics. The author’s proposed vision of the components of financial inclusion is related to well-being, awareness, accessibility, involvement and use. Their economic content, logical consistency and interconnectedness are disclosed. A set of analytical indicators has been formed, quantitatively characterizing them and integrated indexes have been constructed. On the basis of a composite consideration of all indices, a map of financial inclusion was constructed, which clearly shows that the population in Ukraine is not sufficiently oriented in the economy and financial sphere. The reasons for the low interest of the population in the use of banking services, among which the dominant ones are recognized: lack of funds, distrust of banking institutions, unacceptable pricing policy of banks. According to the statistics of the World Bank and the NBU, the coverage of the population of Ukraine with basic financial services is analyzed in comparison with other countries. It is determined that in order to increase the level of financial inclusion, it is necessary to ensure that the basic financial services of those part of the population of the country who do not have access to them are covered.

Risk-oriented management is defined as the scientific and methodological concept of banking management, aimed at identifying and assessing the totality of bank risks through special techniques and methods in order to create conditions for reliable and stable functioning of the bank, maximizing its own capital, meeting the needs of clients and partners of the bank, ensuring profitability of banking activity. The introduction of new principles for building a risk management system aims at increasing the level of corporate governance in banks, strengthening and more detailed requirements for the risk management process, strengthening the responsibility of the bank's management bodies for the risks taken and the financial stability of the bank. Creating an effective risk culture requires Boards and senior management to focus on the bank's written rules that clearly define risk management objectives and priorities and by taking a hard, honest look at any informal rules, protocols, the way workflows are performed, how decisions are made, and the link to the bank's compensation practices. The risk management system in the bank covers all its structural levels-from the top management of the bank (board and board) to the level at which the risk is directly taken or generated. A feature of the risk-oriented management of the bank is the creation of three lines of protection against risks. The degree of complexity of the banking risk management system should correspond to the degree of riskiness of the environment in which the bank operates. The policy on operational risk management also involves the development of technological schemes (maps) of products and services of the bank, which are maintained in a constantly updated state. Accordingly, the requirements for management of the main types of bank risks are defined. Improving banking risk management systems requires a transitional period for the implementation of specific requirements, as well as the need for additional staff costs and IT technology.

Примостка Олена Олександрівна, доктор економічних наук, професор, Київський національний економічний університет імені Вадима Гетьмана ПЕРСПЕКТИВИ ВПРОВАДЖЕННЯ ІНФЛЯЦІЙНОГО ТАРГЕТУВАННЯ В УКРАЇНІ У статті розглянуто світовий досвід упровадження політики інфляційного таргетування у світі. Проаналізовано нормативні документи Національного банку України щодо політики впровадження інфляційного таргетування, визначено етапи та механізм упровадження інфляційного таргетування в Україні. Досліджено та аргументовано причини, які ускладнюють впровадження політики інфляційного трагетування в Україні на сучасному етапі розвитку. Ключові слова: політика інфляційного трагетування, рівень інфляції, етапи та механізм впровадження інфляційного таргетування в Україні, дорожня карта Національного банку Украї ни з переходу до інфляцій ного таргетування. Примостка Елена Александровна, доктор экономических наук, профессор, Киевский национальный экономический университет имени Вадима Гетьмана ПЕРСПЕКТИВЫ ВНЕДРЕНИЯ ИНФЛЯЦИОННОГО ТРАГЕТИРОВАНИЯ В УКРАИНЕ В статье рассмотрено мировой опыт внедрения политики инфляционного таргетирования в мире. Проанализированы нормативные документы Национального банка Украины относительно политики внедрения инфляционного трагетування, определены этапы и механизм внедрения инфляционного таргетирования в Украине. Исследованы и аргументировано причины, которые затрудняют внедрение политики инфляционного трагетування в Украине на современном этапе развития. Ключевые слова: политика инфляционного таргетированя, уровень инфляции, этапы и механизм внедрения инфляционного таргетирования в Украине, дорожная карта Национального банка Украины по переходу к инфляционному таргетированию.The article is devoted to the world experience in the sphere infl ation targeting policy implementation. The author analyzes the infl uence of regulations of the National Bank of Ukraine on infl ation targeting policy implementation, the stages and mechanisms of infl ation targeting implementation in Ukraine. Researcher describes and argues the reasons that complicate infl ation targeting policy implementation in Ukraine on modern stage of development.

Abstract. Low level of financial literacy and coverage of the population with banking services is one of the urgent problems of Ukrainian society. Methodical approaches to a comprehensive integrated assessment of the level of financial inclusion are proposed. The key components of financial inclusion (FI) have been identified, which include: welfare, awareness, accessibility, involvement and usage. Their economic meaning, logical sequence and interconnectedness are revealed. An algorithm for evaluation is proposed, which includes successive stages: substantiation of FI components; selection of analytical indicators for each component; calculation of sub-indexes of components and their normalization; weighing sub-indexes based on professional judgments; calculation of the resulting indicator — the integrated index of financial inclusion (IFI). For each component of financial inclusion, a primary set of analytical indicators-indicators is formed, which are divided into stimulators and disincentives. For all components, their standardized value and significance factor are calculated. A «thermal» mapping of the dynamics of sub-indexes by components for 2000—2019 was carried out. It was found that the intensification of the development of non-cash payments and digital banking services contributed to the growth of the component of usage, and the reduction in the number of banking institutions led to a decrease in the level of availability of banking services. A comprehensive economic and statistical assessment of the level of financial inclusion in Ukraine has been carried out. Integral IFI is calculated as the geometric mean of individual sub-indexes. A composite map of financial inclusion of the population of Ukraine is constructed. The map clearly shows the low indicators of the basic components of financial inclusion — well-being and awareness. The directions of improvement of the methodology by expanding the list of analytical indicators are substantiated. The main problems and destructive factors that reduce the level of financial inclusion in the country are highlighted. It is substantiated that the method of assessing the level of financial inclusion is necessary for monitoring and preventive identification of possible problems.Keywords: financial inclusion, components of financial inclusion, accessibility, involvement, usage, analytical indicators, indices of financial inclusion, map of financial inclusion, integrated indicator of financial inclusion. JEL Classification: D14, E21, G02, Е27 Formulas: 3; fig.: 4; tabl.: 2; bibl.: 20.