IVECOFIN

FORMATION OF THE IMAGE OF A COMMERCIAL BANK

Мария Евгеньевна Горчакова — 2025-06-20

The development potential of a commercial bank, the expansion of the range of products and services offered, the growth of the client base depends not only on the financial performance, but also on the opportunities to strengthen the bank’s position in the market. There are many market players in banking services to which consumers can turn to satisfy their financial needs. In addition, more and more often when choosing a bank, consumers pay attention not only to the terms offered, but also to the image of the bank. A well-thought-out image is an important component of successful banking. The article deals with the issues of commercial bank image formation, identifies the factors influencing the image formation, defines the role of corporate culture in image creation, and considers the influence of marketing on the bank image. The formation of a positive bank image is the result of a purposeful marketing strategy of a commercial bank. The role of corporate social responsibility (CSR) in the formation of commercial bank image also cannot be ignored. The importance of the ESG agenda is increasing all over the world, and more and more consumers are paying attention to it. Participation in environmental and social initiatives not only strengthens the reputation of the organization, but also creates a positive social effect. During times of crisis, banks should pay special attention to strengthening their image.

The article is aimed at a comprehensive study of the formation of the image of a commercial bank, which will make it possible to develop and offer recommendations for its improvement and effective management, contributing to the sustainable development of the banking institution in the future.

IMPLEMENTATION OF THE STOCK MARKET DEVELOPMENT PROGRAM IN RUSSIA: SOME ISSUES AND WAYS TO ADDRESS THEM

Елена Вадимовна Семенкова — 2025-06-26

One of the key challenges, the successful resolution of which determines the achievement of the ambitious goal set by Russian President V.V. Putin to double the capitalization of the Russian stock market, is the development of an IPO market for domestic companies. In this context, it is especially important to create mechanisms for the efficient functioning of the primary market. Understanding investor psychology and using sustainable behavioral effects to reallocate savings from deposits to the savings from deposits to the primary issuance market requires a theoretical exploration of modern aspects of behavioral finance.

Sanctions affecting the domestic stock market, the relatively low liquidity of the Russian stock market, and the rapid increase in the key interest rate set by the mega-regulator influence the transformation of behavioral effects and investor psychology. As a result, traditional approaches to analyzing investment processes, commonly used in foreign practices, prove ineffective. The dynamics of stock market indicators highlight the volatility of the Russian market, with the MOEX Index periodically testing the 3200 level. On the one hand, this signals an opportunity to adopt a value investing strategy if capital is committed to securities for the long term. On the other hand, prevailing speculative approaches in the market lead to behavioral anomalies, the understanding of which is crucial for issuers aiming to price shares during IPOs at or above their intrinsic value.

By leveraging behavioral anomalies, corporations shape their stock market strategy and often achieve success. To do this, it is essential to identify relevant behavioral anomalies and incorporate them into corporate strategies for attracting financial resources for investment and development of domestic companies in the stock market.

ASSESSMENT OF SOLVENCY OF SUBJECTS OF THE RUSSIAN FEDERATION

Чулпан Мансуровна Шавалеева — 2025-06-20

In the context of economic and political instability, the assessment of the financial condition of the subjects of the Russian Federation is of particular relevance, since its results can provide objective information on the development trends of the regions. However, at present, the assessment of the financial condition of public legal entities in Russia is not carried out at the state level. The Ministry of Finance of the Russian Federation assesses only the level of budget security and debt sustainability of the subjects of the Russian Federation. At the same time, the assessment of debt sustainability does not include an assessment of the solvency of the subjects of the Russian Federation; the emphasis is on the debt burden. In scientific publications, when considering indicators of the financial condition of public legal entities, attention is paid only to their budgetary sustainability and financial independence, while solvency remains outside the scope of research. In this regard, research on the assessment of the solvency of public legal entities in Russia remains relevant.

The purpose of the article is to develop theoretical approaches to the concept of "solvency of public legal entities", to improve the methodology for assessing the solvency of the subjects of the Russian Federation.

The article, based on the author's methodology, assesses the solvency of the subjects of the Russian Federation, which made it possible to identify their significant differentiation in this indicator. The leaders in terms of solvency in 2023 included Moscow, St. Petersburg, the Yamalo-Nenets and Khanty-Mansi Autonomous Okrugs, Tyumen and Sakhalin Oblasts, etc. The republics of Udmurtia and Khakassia, and the Arkhangelsk and Ulyanovsk Oblasts demonstrate low solvency rates.

The main research methods used in the study are analytical, statistical and comparative methods for analyzing data on the execution of budgets of the subjects of the Russian Federation, presented on the website of the Federal Treasury of the Russian Federation.

PARTICIPATION OF ENTERPRISES IN THE DEVELOPMENT OF EDUCATIONAL PROGRAMS AND COMPETENCY MODELS FOR UNIVERSITY GRADUATES

Светлана Николаевна Апенько — 2025-06-20

The article is devoted to the current problem of training engineering personnel. The authors carry out an analysis of interaction between universities and enterprises in the development of educational programs and competency models for graduates. Based on a survey of 44 teachers from 4 universities in Omsk (OSTU, OmSU, Omsk SAU, OmSTU) and 40 representatives of employers (JSC "Omsktransmash", UEC "OMO named after P.I. Baranov", OJSC "Russian Railways", etc.) the key trends and barriers to cooperation have been identified. The main results of the study reveal a significant gap between the declared importance of cooperation between universities and enterprises and its actual level. According to the survey data, the most common form of cooperation is the organization of practical training for students, which is noted by 86.4% of teachers. At the same time, only 40.9% of university representatives indicate the participation of employers in the development of educational programs, while among the enterprises themselves only 12.5% of respondents confirm such experience. The study of the depth of involvement of enterprises demonstrates that only 5% of the total number of surveyed employers are directly involved in the formulation of professional competencies. Paradoxically, despite the low actual involvement, 53.3% of enterprise representatives recognize the importance of such cooperation. The main obstacles to more active participation of employers are the lack of time (60% of responses) and the lack of interest on the part of universities (20%). Simultaneously, every fourth employer expresses a desire to participate in the development of programs, but notes the lack of necessary qualifications. The study also reveals a significant discrepancy in assessments: teachers are 3.3 times more likely to note the participation of enterprises in the educational process than employers themselves, which indicates the formality of many interactions. These data exemplify the need to create new mechanisms of cooperation that would reduce the time costs for employers and increase the practical benefits from their participation for both parties.

DIGITALIZATION IN THE TEXTILE INDUSTRY: NEW OPPORTUNITIES AND CHAL-LENGES

Елена Юрьевна Онопюк — 2025-06-20

This article examines the impact of digitalization and information technology on the economy of the textile industry. It describes new opportunities that arise through the use of modern technologies such as big data, analytics, automation, the Internet of Things and artificial intelligence. The article also considers the role of digital transformation in improving productivity, quality of work, process optimization, well-informed decision-making and increasing the competitiveness of enterprises. The advantages of introducing digital technologies in this area are identified.

The authors pay particular attention to the stages of development and directions of digitalization of production processes, the advantages of implementing digital technologies in the automation of routine processes of collecting and processing large amounts of information, as well as eliminating personnel shortages. The paper analyzes foreign experience of using digital technologies in the processes of digitalization of management. Nevertheless, with the new opportunities that digitalization presents, certain challenges also arise. One of them is ensuring data cybersecurity, since digital systems can become a target for cyberattacks.

THE METAVERSE AS A NEW DIGITAL MARKETING TREND

Константин Анатольевич Татаринов — 2025-06-26

In the context of continuous and rapid development of immersive technologies, the metaverse has become very important as a special and exciting virtual world or a network of three-dimensional virtual environments inhabited by avatars of real people who focus on social connections between themselves. The target audience of brands (Generation Z and millennials) already spends a significant amount of time in virtual worlds and engages in various behaviors using mixed reality technologies. The value of the metaverse in digital marketing is that it provides companies with access to a wide and diverse audience, as it is a place where people from all over the world can seamlessly communicate with each other. Reaching a global audience not only increases brand awareness, but also creates exciting and unique experiences for people using the latest technology. Therefore, the metaverse represents a new marketing platform for brands because of its potential in promoting their products. This illusory world can be improved by synchronizing with the real one and strengthening cooperation between users within this space. The latest developments in artificial intelligence and quantum computing have the potential to accelerate these processes and create a duplicate of the physical world. The article examines the marketing potential of the metaverse and the problems that brands may face when they build their own virtual pathways to influence consumer behavior.

ENVIRONMENTAL MANAGEMENT AND RECYCLING OF GYPSUM-CONTAINING WASTE: TECHNOLOGY AND ECONOMIC PROSPECTS

Анатолий Николаевич Хотько — 2025-06-26

This paper examines the recycling of gypsum-containing waste from the glass industry. A preliminary ecological analysis of the waste generated during the neutralization of crystal chemical polishing solutions has been carried out, and the main chemical parameters have been determined: pH, humidity, and the content of inorganic ions. A technological processing chain is proposed, which includes the extraction, drying and transportation of waste.

IDENTIFYING PROBLEMS IN FORECASTING MARKETING COMMUNICATIONS RESULTS

Даниил Александрович Хохлов — 2025-06-26

The article addresses the pressing issue of forecasting the outcomes of marketing communications in a digital environment. The author examines key limitations and challenges associated with predicting the effectiveness of advertising campaigns, particularly in the context of performance marketing. The article analyzes the main factors affecting the accuracy of forecasts, such as the unpredictability of consumer behavior, variability in conversion metrics (CTR, CR), and the difficulties in forecasting the cost per click (CPC) in real-time bidding (RTB).

The author reviews existing forecasting tools and, based on experimental data, demonstrates their limited accuracy. Special attention is given to the problem of fragmented statistics and the inability to verify forecasts due to the constant changes in auction conditions.

The article concludes that current forecasting methods cannot provide sufficient accuracy for decision-making in media planning. The author emphasizes the need to develop new tools and methodologies that will enhance the effectiveness of advertising campaigns in a digital environment.

SUSTAINABLE DEVELOPMENT AND ESG TRANSFORMATION OF SMALL TOWNS: THEORIES, CONCEPTS, APPROACHES

Алла Борисовна Берендеева — 2025-06-26

The article considers theories and concepts of spatial development, demographic security, risk management, reproductive and systemic, program-targeted and project-based approaches, the concept of sustainable development, supplemented by the ESG agenda, the institutional approach, the concepts of new managerialism and the "service state," human capital, public health, creative industries, happiness and the economics of happiness, etc. It is noted that within the framework of spatial development, small towns can act as key settlements, agro-industrial and mineral resource centers, territories specializing in tourism. The example of the Ivanovo region shows the possibility of classifying small towns in the region as key settlements according to the criterion of population size. As part of the concept of demographic security, a classification of small towns in the region according to the degree of demographic stability is given. Within the framework of the risk management concept, the risks of small towns are highlighted - infrastructural, entrepreneurial, social, etc. Within the framework of the theory of human capital, the concepts of public health and the economics of happiness, examples of human-oriented management are given - through the implementation of state programs and national projects. The implementation of the concept of the creative economy and the creatosphere is linked to the development of creative industries and spaces in cities. The concept of new managerialism and the "service state" is shown through the implementation of the sustainable development agenda and ESG, through the digitalization of the management system and the provision of state and municipal services. The implementation of reproductive and systemic approaches is manifested through the integrated development of territories, the formation of a model of sustainable development, the development of a system of small-town potential. As part of the program-targeted and project-based approaches, models of a "project city" and a "smart city" are implemented, urban spaces are being revitalized, and master plans for cities are developed. As a new approach applicable to the development of small towns, the article considers the concept of sustainable development, supplemented by the ESG agenda, when ESG ratings of Russian regions and cities are compiled, the ESG index of cities and regions is calculated, as well as the index for assessing the quality of life in small and medium-sized towns of Russia, the Charter of sustainable cities of the Russian Federation is formed.

FORMATION OF REQUIREMENTS FOR ANALYTICAL AND MATHEMATICAL SUPPORT OF THE RECOMMENDATION SYSTEM FOR SELECTING STUDY DIRECTIONS FOR APPLICANTS

Павел Валентинович Молчанов — 2025-06-26

The article explores recommendation systems for selecting academic programs in Russian universities. The paper includes an introduction, a description of the collaborative filtering method, the data collection process, preliminary filtering, data transformation, the calculation of similarity between the target applicant (who needs recommendations) and current students, as well as an assessment of the correspondence of academic programs for optimal recommendation generation. The objective is to formulate of requirements for analytical and mathematical support of a recommendation system for university applicants. Research tasks: to identify shortcomings of existing services; to define the structure of applicant parameters to be considered in terms of usefulness and accessibility; to conduct a comparative analysis of mathematical and instrumental methods used; to design a questionnaire for data collection; to demonstrate the applicability of the studied mathematical methods on the collected data.

The methodological foundation of the study is collaborative filtering based on user data. The paper employs weighted cosine similarity to determine the degree of similarity between the target applicant and еру students who have already made their choice. Data is collected using a specially designed questionnaire that includes questions about applicants' preferences, interests, and abilities.

The results demonstrate the effectiveness of the proposed algorithm and its adequacy for the set requirements. The conclusion outlines the limitations of the current implementation and suggests directions for further development, including expanding the database, integrating content-based filtering, and creating a web service for practical application of the algorithm.

DEVELOPMENT OF A METHODOLOGY FOR ASSESSING AND FORECASTING CUSTOMER SATISFACTION USING ADAPTIVE ALGORITHMS AND SYSTEMS ANALYSIS

Екатерина Алексеевна Павлова — 2025-06-26

Amid the rapid development of digital technologies and increasing competition in the digital platform market, customer satisfaction is becoming a critical factor in the successful operation of companies. This study proposes an approach to assessing and forecasting customer satisfaction through the application of adaptive algorithms and systems analysis methods. A multifactor data analysis has been conducted encompassing parameters such as customer type, travel purpose, class of service, as well as comfort and service quality indicators. The Random Forest algorithm is employed to build the model, demonstrating high prediction accuracy (95%). Key factors influencing customer satisfaction are identified: online check-in, Wi-Fi access, class of service, in-flight entertainment, and type of travel. The proposed approach takes into account the dynamic nature of customer preferences, allowing for real-time adaptation of forecasts. The developed methodology can serve as a foundation for creating intelligent decision-making support systems aimed at enhancing service quality and strengthening customer loyalty. The research results can be applied to develop strategies for increasing customer loyalty and optimizing business processes on digital platforms. The obtained data and developed models contribute to the advancement of the theory of systems analysis and machine learning methods, enriching scientific approaches to studying customer satisfaction in the context of digitalization.