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The purpose of the research is to expand theoretical and methodological approaches to assessing the investment attractiveness of industrial enterprises. Modern methodological approaches to the issue were analyzed to highlight their advantages and disadvantages and provide a common toolkit of each approach. Based on the results of a critical analysis of the relevant scientific literature, a classification of existing theoretical and methodological approaches is proposed with the allocation of four classification groups which are combined, market, strategic and financial accounting approaches. The article substantiates the expediency of using an integrated rating approach to assessing the investment attractiveness of industrial enterprises. This approach is based on the involvement of a wide range of statistical, financial and mathematical tools, as well as on the study of the impact on the investment attractiveness of "hard" external and "soft" internal factors with ranking their significance for the resulting indicator. The proposed approach involves the assessment of a two-level system of factors, the first level of which includes factors characterizing the efficiency of activities, and the second level includes indicators of financial stability and solvency of industrial enterprises. The advantages of this approach are the attraction of versatile coefficients that allow the most complete characterization of the investment attractiveness of a particular enterprise. The results of the research create the necessary basis for further systematic study of the problem of estimation investment attractiveness in the context of the most complete realization of the economic potential of industrial enterprises, determining the investment potential of territories, regions and industries. Together with the qualitative indicators of the significance of factors based on expert assessments, the proposed approach allows determining ways to increase the level of the industrial enterprises' investment attractiveness. [ABSTRACT FROM AUTHOR]