摘要：The article analyses the loan portfolio of the bank on the main parameters of the loan: amounts, terms, interest rates. The purpose of the article is to identify the specifics of bank marketing and to develop a methodical approach to the effective management of the credit portfolio of a commercial bank using economic and statistical analysis of the main parameters of the loan. Analysis of literary sources shows that not enough attention is paid to the integrated application of marketing methods and the formation of an optimal bank loan portfolio. The relevance of the article is the need to use the mathematical apparatus to optimize the lending process. This allows you to solve questions about raising the maximum loan amounts, reducing interest rates, ensuring the timeliness of loan repayment. The methods of marketing in the grocery analysis of the credit market are considered. Analysed consumer behaviour in the market of credit products. Formulated factors affecting the size of the interest payments of the bank. The impact of each category of borrowers on the overall increase in interest payments is determined. Analysed the dynamics of debts on loans in the bank and suggested ways to solve this problem using marketing. Formulated factors affecting the size of the interest payments of the bank. The impact of each category of borrowers on the overall increase in interest payments is determined. Analysed the dynamics of debts on loans in the bank and suggested ways to solve this problem using marketing. The authors propose to use a set of economic indicators to assess the effectiveness of the loan portfolio. The proposed improved methodology for the formation of an optimal loan portfolio of the bank. The article substantiates that the rate of loan turnover and the terms for using a loan are very different in types of loans. The article uses the methods of regression analysis, probability theory, economic and mathematical statistics. The study period is 2016-2017. The study confirms that with an equal degree of risk, banks prefer a loan product with a higher yield, that is, loans extended to legal entities. The results of economic indicators allow bank managers to evaluate the estimated bank ratios used when finding the maximum loan amount. Based on this analysis, the bank’s management can assess the credit market conditions, make reasoned strategic decisions and reduce credit risks.
