Approaches to defining «financial potential» concept as of economic analysis object

The research analyzes the works of scientists who studied the issues of financial potential as an economic category. Due to analyzing the approaches of the scientists to the concept of "financial potential" the author identifies six approaches to the interpretation of its essence, they are: the totality of the enterprise financial resources, the sources of the enterprise economic activity financing, the enterprise economic activity development, the enterprise financial indicators, the system of enterprise financial management, the enterprise efficiency characteristics. It is established that the financial potential is the multifaceted category that characterizes the financial and economic activity of enterprises. The author's definition of the financial potential in the context of its place in the objects of economic analysis is proposed. It is established that the financial potential is the object of the enterprise economic activity management and is the subject to analytical assessments for establishing its state and directions of development.