The article states that a system solution of the task related to refocusing the domestic economy on modern, socially oriented and innovation type of development implies searching for financial resources, including for the purpose of intensification of investment activity at the level of the country and regions. Managing this process is one of the main ways of ensuring its efficiency as financial resource availability does not mean their automatic use for investment purposes. The authors emphasize that in the conditions of financial and economic crisis and shortage of financial resources, the funds of the population are a major financial instrument of economic entities, which is not fully utilized in the investment market. The authors have analyzed the practice of applying various forms of stimulation of investment activity of the public in foreign countries and in Russia and the factors influencing the investment potential of the population. The study considers perspective areas of promoting the use of investment potential of the Russian population and creating incentives for long-term investment in financial markets. The study reveals the main problems connected with the use of free financial resources of the population for savings process development in Russia; analyzes foreign experience related to increasing investment appeal of certain sectors of economy; includes measures to expand the existing tax incentives and introduce new ones in order to increase the interest of citizens in long-term organized forms of capital accumulation. The authors conclude that under conditions of scarce financial resources to ensure investment activity, the use of the offered tax tools will create conditions for boosting long-term accumulation of financial resources and their investment by the population of the Russian Federation.
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