The article is aimed at forming a list of the following SWOT factors: defining the main factors of influence of the external and the internal environment through an expert survey. The algorithm for conducting an expert survey has been clarified, allocating the main factors that, according to the survey results, have reached the maximum level of consensus among experts. In view of results of the survey conducted, i.e., their mathematical processing, we believe that it is appropriate to highlight the importance of such factors as the efficient management of the enterprise’s capital (including the optimization of its structure), the insufficient amount of financial resources (including the own, budget-based and foreign investment), and unpreparedness to risk on the part of managers. In the case in question, the experts agreed on the importance of the State participation in the overall development of the cultural sector in Ukraine. Prospect for further research will be formation of a SWOT matrix, which will enhance the efficiency of strategic management of financial resources of the enterprises in the cultural area, which will also provide consideration of cultural specificities, give the possibility of structuring the financial resources and allow the successful operation in the market conditions.