Introduction. The rapid development of the digital economy at the national and worldwide levels in recent decades has accelerated processes of transformation of financial systems and led to financialiation of the global economy. FinTech companies operating in the financial market represent a new, quite special category of parabank institutions. They are characterised by the implementation of modern technologies to develop and provide traditional financial services. It would not be possible to provide such services without the Internet and digitalisation, compatibility of electronic devices, including hardware and software, nor would it become possible without new experiences, skills and consumer confidence. This is a kind of analogy with search engines that have changed the architecture of the market and mediation and led to the transformation of business models of financial market entities, in particular banks. Purpose. This paper presents the results of the possibility of providing financial services without banks. It determines the main aspects of competition and directions of combining FinTech and banking. Methods. In evaluation the FinTech and banking sectors, the authors have used statistical monitoring, as well as dynamic, comparative and structural analysis. Results. The results of the study show that FinTech allows creating new services that are not provided by traditional financial intermediaries. It has been proven that the limits for FinTech companies to avoid banking rules and regulations are expanding, and it is becoming increasingly difficult to prove that this is happening beyond the law or outside the law. An analysis of the global trends in the development of the FinTech industry has shown that the volume of investments in this area in 2018 was USD 111.8 billion, which is almost 6 times more than in 2013. The authors examine the main forms of interaction between banks and FinTech companies. Basic models of banks' participation in the creation of FinTech companies are substantiated. The authors of the article have analysed characteristics of the largest FinTech accelerators, identified and characterised the main risks and opportunities relating to FinTech for the banking and consumer sectors. Conclusions. The presented paper reveals the modern trends in FinTech development. They should be taken into account in defining the key determinants of the transformation of the banking sector in relation to the formation of new business models of banks with regard to the challenges of digitalisation.

The research evaluates the activity of using digital banking in components of the marketing mix of Ukrainian banks, such as «product», «place», «promotion», and «price». The developed methodological approach is based on the analysis of traditional bank's marketing mix elements and their innovative components, mainly digital banking. It has been established that banks, offering a generally standard set of primary products, introduce product innovations quite unevenly. According to the «place» component of the marketing mix, it has been noted that the pace of traditional marketing replacement by banking innovations marketing is slow. Regarding the «promotion» component of the marketing mix, the distribution of the indicators of the bank's activity in the use of social networks is uneven. Facebook is more used than Instagram, and not all banks use YouTube's capabilities. Banks are market leaders that use social networks and the Internet most actively.

LIQUIDITY REGULATION OF BANKS OF UKRAINE: PROBLEMS AND PROSPECTS В статті досліджено сучасні особливості регулювання ліквідності банків України. Доведено, що державне регулювання ліквідності банків слід розглядати на мікро-та макрорівнях та в комплексі. Визначено особливості регулювання банківської ліквідності на мікрорівні. Проаналізовано ступінь виконання банками економічних нормативів ліквідності. Обґрунтовано систему додаткових коефіцієнтів для оцінювання рівня ліквідності банків. Ідентифіковано головну мету регулювання ліквідності банківської системи на макрорівні. Визначено та проаналізовано операції Національного банку України з регулювання ліквідності банків України. Досліджено динаміку процентних ставок за операціями рефінансування, а саме: облікова ставка, операції РЕПО, кредити овернайт, позички за проведеними тендерами, стабілізаційний кредит, інші механізми. Запропоновано основні завдання, які повинен виконувати Національний банк України для регулювання ліквідності банків на постійній основі. The article examines the modern features of liquidity regulation of Ukrainian banks. It is proved that the state regulation of banks' liquidity should be considered at the micro and macro levels and in the complex. Peculiarities of bank liquidity regulation at the micro level are determined. Liquidity regulation at the micro level is based on monitoring the implementation of economic standards (short-term liquidity ratio, liquidity coverage ratio, net stable financing ratio). The system of additional coefficients for estimating the level of liquidity of banks is substantiated. These include the ratio of liquid to working assets, the ratio of resource liquidity of liabilities, the ratio of liquidity of loans and deposits (to determine unbalanced liquidity), the ratio of general liquidity of liabilities. It has been identified the main purpose of liquidity regulation of the banking system at the macro level. The main purpose of regulating the liquidity is to maintain the required level of liquidity to ensure the stable functioning of the banking system. The operations of the National Bank of Ukraine on liquidity regulation of Ukrainian banks are identified and analyzed. It is proved that the mobilization of excess liquidity of banks is carried out using refinancing operations. The article examines the dynamics of interest rates on refinancing operations, namely: discount rate, repo transactions, overnight loans, loans on tenders, stabilization credit, and other mechanisms. To support the liquidity of banks, the NBU is a mandatory reserve requirement for banks to form

The article considers the main digital transformational changes in the banking business. The current state of banks' use of financial digital technologies is analyzed, and the factors of digital transformation that affect their financially stable development are singled out. It is determined that the digitalization of the world economy over the past decade has posed new challenges to the banking system, which are caused by increased competition in the financial services market. The factors of emergence of financial intermediaries of the new generation and the need for digital transformation of contemporary banks are described. It is proved that the digital transformation of the banking sector of the economy is due to the development of financial technologies, digital marketing channels and innovation. Three main holistic proposals for FinTech development have been identified. The digital transformation of the banking business is changing not only the supply to customers. It is changing the contours of the business and staffing requirements. Such tools as ATMs and self-service terminals, telephone banking, SMS banking, Internet banking and mobile banking represent the evolution of customer access channels to banking services based on the use of information and communication technologies. The article considers the basic scheme of transformation of a classical bank into a dynamic system of a digital bank by gradually forming the directions of digital distribution. Further digital transformational changes in the banking business should be aimed at the vectors of financial education of consumers of banking services, regulation of the cryptocurrency market in Ukraine, definition of common standards of regulation and supervision of banks and non-banking institutions in the area of digital financial services.

The article carries out the comparative analysis of the basic approaches to the choice of competitive strategies of banks. The aim of the paper is to substantiation of theoretical and methodical principles of banks' competitiveness in the current conditions of financial market development. The factors that affect the level of competitiveness of banks are determined. The authors of the article classifies them into factors that cause structural imbalances in the economy, factors of macroeconomic and microeconomic functioning of banks. Competitiveness of banks can not be considered without the competitiveness of their products and services. Between them there is a close relationship, they determine the development of each other. The authors of the article prove that banking competition differs from classical competition between commodity producers. These differences are: the object of banking competition is not goods, but the resources that the bank generates to carry out active operations; in banking market, banks can act as a seller, not only the buyer; the implementation of banking services may be carried out within the bank without the involvement of external sales channels; the situation of competition arises not only between banking institutions, it is also connected with the activities of non-banking financial institutions; the activities of banking institutions are strictly regulated by the National Bank of Ukraine. Modern conditions of functioning of the banking market testify to the necessity of development and introduction of strategic management of bank competitiveness, development of new methods of formation and implementation of competitive advantages and strategies. Development strategies need to be developed taking into account uncertainty, they should be as flexible as possible and provide for the possibility of realizing banking risks. Thus, it can be construed that the current state of development of banking business is accompanied by crises occurring both in the economic and financial spheres of the country; therefore, ensuring the competitiveness of banks must first of all be based on the development of effective, convincing messages for investors, clients and employees. The main actions of banks that make it possible to present their competitiveness should be this: ensuring financially sustainable development; the protection of the existing own banking business is the elaboration of a contingency plan; work on the prospect.