ФОРМУВАННЯ ДИНАМІЧНОГО ПОТЕНЦІАЛУ СТРАХОВОГО РИНКУ УКРАЇНИ

Formulation of the problem. The article presents the author's opinion on the peculiarities of the functioning of the Ukrainian insurance market and the specificity of its dynamic potential formation. The urgen cy of the problem is justified by the rapid changes in the financial market, namely, insurance services in connection with the spread of negative expectations of production structures, based on the global forecasts of the next global financial crisis and the global recession. The purpose of the article is to express the characteristics of the current state of the insurance market in Ukraine and the formation of methodological provisions for the dynamic analysis of the potential of the insurance market, taking into account the influence of environmental factors. The object of the study is the process of dynamic analysis of the potential of the insurance market, taking into account the influence of environmental factors. Methods used in the study. Methodological basis of the study were the methods and principles of scientific knowledge, general and specific methods used to justify the determination of the specificity of the dynamic analysis of the potential of the insurance market, taking into account the influence of environmental factors. The hypothesis of the study was the assumption that long -term government support for the insurance market helps stimulate demand with a gradual increase in capitalization. Presenting main material. It is emphasized that in the conditions of limitation of financial resources in the activity of domestic enterprises, it is necessary to rely on updating the system of financial regulation in the country, in particular at the expense of insurance instruments, to direct its activities to attract additional financial resources. Express characteristics of the insurance market of Ukraine are given, dynamic and structural analysis of insurance market indicators and main insurance services is carried out. Recommendations for dynamic analysis of the potential of the insurance market are offered, which are based on the principles of sustainable development analysis. Originality and practical significance of the study. The study identified the need to improve the situation in the insurance market through the implementation of a number of systematic multi -vector measures aimed at eliminating both chronic problems and caused by the global financial crisis. Particular emphasis in terms of practical implementation is recommended to activate the investment potential of the insurance market, the formation of effective market mechanisms for attracting investment resources in the national economy by ensuring the effective functioning of the insurance market. Conclusions and prospects for further research. The conducted research proves that the factor that ensures the growth of the insurance market from the supply side should be the increase of capitalization of national insurers. Under these conditions, subordinated loans and measures to stimulate the refinancing of profits of insurance companies will gain special urgency. Creating favorable conditions for the development of insurance requires deep theoretical research and scientific advice, which can be an important factor in the effective functioning of the national insurance market.