Sayapina Karina V.

Given the importance and significant impact of the “Marketing 4.0” concept, banks in Asia in general (and Vietnam in particular) have been actively implementing a variety of solutions over the past few years to expand customer access. Therefore, this article is devoted to the analysis of the features of the implementation of the “Marketing 4.0” concept in banking. The purpose of the study is to assess the effectiveness of implemented digital marketing technologies on customer loyalty in the banking. The research methods used were an online survey of representatives of banks in Vietnam, followed by regression and correlation analysis based on the results obtained, as well as a case study of successful digitalization practices in banking in Asia. The final results of the study showed a positive relationship between certain factors that affect the implementation of the “Marketing 4.0” concept in the banking: the revolution of digital technologies and business models; understanding and customer orientation; innovation and innovation trends; promotion and branding; setting goals in online mode; price; human resources; management and competencies and also identified problematic aspects of its implementation: the need to develop up-to-date regulatory support, taking into account minimizing network security risks and improving the protection of customer information confidentiality; a high level of investment and the need to attract highly qualified human resources. Practical recommendations for the successful implementation of the “Marketing 4.0” concept for banks are proposed, namely: modernization of the payment infrastructure at the national level; application of an innovation-oriented approach in the field of creative payment solutions; development of solutions to ensure information security for customers; implementation of national programs to improve financial literacy in society.

Purpose. The paper aims at analysis of high-tech production industry in Asian region, and elaboration of recommendations to achieve higher effectiveness level in context of innovation development for Russian organization, entering new foreign markets. Methods. Research for hypothesis estimation is held, according to which external environment factors of target foreign market directly influence innovation development level of high-tech organisation. The research has been realized on basis of comparing leading foreign markets advantages and demand estimation in security printing industry, case-study for concrete Russian organization, specialized in security printing, and strategic analysis of macro-environment distant levels (PEST-analysis). Results. Due to direct influence of distant macro-environment factors procedure for foreign expansion of high-tech organization to Asian region is elaborated, which consists of statutory regulation analysis, international economic activity and customs regulation, development and promotion, and long-term cooperation with partners. It is development and promotion stage, where improvement and exchange of technologies in context of innovation development is held. Scientific novelty. Key scientific novelty of the paper is opportunities identification of high-tech organization aimed at saving high innovation growth rates through search and further entering beneficial foreign markets in Asian region.