TRANSFORMATION OF CONCEPTUAL APPROACHES TO ENSURING THE COMPETITIVENESS OF COMMERCIAL BANKS IN THE CONTEXT OF DIGITALIZATION AND GLOBAL FINANCIAL COMPETITION

This paper examines the theoretical and methodological aspects of improving the conceptual foundations for enhancing the competitiveness of commercial banks in the context of digital transformation of financial markets. Based on international data from the International Monetary Fund and the World Bank, the study demonstrates that digitalization reduces operational costs, increases financial inclusion, and intensifies cross-sector competition. The paper concludes with the justification of a new conceptual model of bank competitiveness aligned with the challenges of the digital economy and fintech development.