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{"id":19737,"date":"2025-02-05T11:23:52","date_gmt":"2025-02-05T09:23:52","guid":{"rendered":"https:\/\/modecon.mnau.edu.ua\/?p=19737"},"modified":"2025-02-10T12:42:21","modified_gmt":"2025-02-10T10:42:21","slug":"marketing-research-of-digital-infrastructure","status":"publish","type":"post","link":"https:\/\/modecon.mnau.edu.ua\/en\/marketing-research-of-digital-infrastructure\/","title":{"rendered":"Makarova V., Mushtai V. Marketing Research of Digital Infrastructure of the Real Estate Market of Sumy Oblast"},"content":{"rendered":"

[vc_row][vc_column][vc_column_text]<\/p>\n\n\n\n
JEL Classification: <\/strong>R31, L85, M31<\/i><\/span><\/td>\nDOI<\/b>: https:\/\/doi.org\/10.31521\/modecon.V48(2024)-08<\/a><\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

[\/vc_column_text][vc_column_text]Makarova Viktoriia, <\/b>Doctor of sciences (Economics), Professor of the Marketing and logistics Department, Sumy National Agrarian University, Sumy, Ukraine<\/span><\/p>\n

ORCID ID:<\/strong> 0000-0003-1076-9246<\/span><\/a>
\ne-mail: <\/strong>victoria.makarova24@ukr.net<\/span><\/a><\/p>\n

Mushtai Valentyna, <\/b>PhD, Associate professor of the Marketing and logistics Department, Sumy National Agrarian University, Sumy, Ukraine<\/span><\/p>\n

ORCID ID:<\/strong> 0000-0001-9042-0241<\/span><\/a>
\ne-mail: <\/strong>vamushtai@gmail.com<\/span><\/a><\/p>\n

 <\/p>\n

Marketing Research of Digital Infrastructure of the Real Estate Market of Sumy Oblast<\/b><\/h2>\n

Abstract.<\/em><\/strong> Introduction.<\/strong><\/em>\u00a0<\/i><\/b>The real estate market of the Sumy region in 2024 exhibits specific features shaped by the impact of martial law, economic instability and social challenges. These factors define both general trends and regional characteristics that distinguish the market of the region from other areas of Ukraine. Digital technologies and online platforms are becoming increasingly important for conducting transactions in the real estate market. Agencies are actively using digital tools for property presentation, transaction processing and communication with clients.<\/span><\/i><\/p>\n

Purpose<\/i><\/b>. The purpose of the article is to provide an analytical overview of the real estate market in the Sumy region, identify the challenges faced by real estate agencies, and justify the use of digital infrastructure in the professional activities of real estate agencies.<\/span><\/i><\/p>\n

Results<\/i><\/b>. The article analyzes the current trends and state of the real estate market in the Sumy region with the aim of identifying the key conditions for its functioning. Attention is drawn to the relevance of studying the real estate market, as well as the need for analytical assessment of supply and demand in the context of martial law, significant destruction of property, and the frontline status of the Sumy region. The motivational field of consumers, which influences the choice of clients when approaching real estate agencies, is outlined. It is emphasized that the use of digital tools is essential for carrying out marketing activities of real estate agencies. The article proves that online digital platforms (marketplaces) serve as intermediaries between market participants and outlines their advantages and disadvantages. The components of the real estate market infrastructure were analyzed, focusing on the necessary development of technological and legal aspects to increase market transparency and accessibility. A PEST analysis of the real estate market in the Sumy region is carried out, and the simultaneous use of traditional and digital strategies for the development of real estate agencies is substantiated.<\/span><\/i><\/p>\n

Conclusions<\/i><\/b>.\u00a0 The implementation of online platforms for buying, selling and renting real estate significantly reduces bureaucratic barriers and increases the efficiency of interaction between buyers, sellers and agencies. In addition, digital tools contribute to the development of the commercial real estate market and facilitate the analysis of price trends and demand. In the future, the active use of digital technologies will become an important factor for the continued growth and modernization of the real estate market in the Sumy Oblast.<\/span><\/i><\/p>\n

Keywords<\/i><\/b>: real estate market, marketing activities, digital infrastructure, real estate marketing, digitalization, information technologies, real estate agencies.<\/span><\/i><\/strong><\/em><\/p>\n

References:<\/strong><\/p>\n

    \n
  1. Bilets\u02b9kyy, I.V. (2022). Marketynhova stratehiya sub\u02bayektiv budivnytstva zhytlovoyi nerukhomosti na spozhyvchomu rynku [Marketing strategy of residential real estate construction entities in the consumer market]. Problemy ekonomiky, 4, 133-139.<\/span><\/li>\n
  2. Biznes NV. (2023). Vidnovlennya ta adaptatsiya. Pidbyvayemo pidsumky 2023 roku na rynku nerukhomosti z kompaniyeyu Greenville [Recovery and Adaptation. We summarize the results of 2023 in the real estate market with Greenville].\u00a0 <\/span>http:\/\/surl.li\/jstiuj<\/span>.<\/span><\/li>\n
  3. Mushtay, V.A., Lyshenko, M.O., Makarova, V.V. (2023).Marketynh vidnosyn v mezhakh kontseptsiyi staloho rozvytku ta hlobal\u02b9noyi didzhytalizatsiyi turystychnoyi haluzi [Relationship marketing within the concept of sustainable development and global digitalization of the tourism industry]. Modern Economics. \u211638. <\/span>https:\/\/modecon.mnau.edu.ua\/issue\/38-2023\/mushtai.pdf<\/span>.<\/span><\/li>\n
  4. Misto.lun.ua. (2024). LUN statystyka [LUN statistics]. <\/span>https:\/\/misto.lun.ua\/stat\/sumy<\/span>.<\/span><\/li>\n
  5. DIM.RIA (2023). Yakym buv 2023 dlya rynku nerukhomosti Ukrayiny: pidsumky, dynamika tsin ta propozytsiyi [What was 2023 for the real estate market of Ukraine: results, price dynamics and supply]. <\/span>http:\/\/surl.li\/sbkmyi<\/span>.<\/span><\/li>\n
  6. Cabinet of Ministers of Ukraine (2018). Resolution \u00abOn the concept of development of the digital economy and society of Ukraine for 2018-2020\u00bb. <\/span>https:\/\/www.kmu.gov.ua\/ua\/npas\/pro-shvalennyakoncepciyi-rozvitkucifrovoyi-ekonomiki-ta-suspilstva-ukrayini-na-20182020-roki-ta-zatverdzhennya-planu-zahodivshodo-yiyi-realizaciyi\/<\/span><\/li>\n
  7. Zatonatskiy, D. (2023). Institutional support for the formation of digital infrastructure in the conditions of european integration processes: a case for Ukraine. Finances of Ukraine, 2\u20192023, 71-89. <\/span>https:\/\/finukr.org.ua\/docs\/FU_23_02_071_uk.pdf<\/span>.<\/span><\/li>\n
  8. Diachenko, A. Roshchyna, N.\u00a0 (2021). Market research in the context of digitalisation: new opportunities. Efficient Economy, 7. DOI: 10.32702\/2307-2105-2021.7.202.<\/span><\/li>\n
  9. Shpitula<\/span>, N. (2023). Digital Transformation in the Real Estate Industry. <\/span>https:\/\/soloway.tech\/blog\/digital-transformation-in-the-real-estate-industry\/<\/span><\/li>\n
  10. Delgado, R. (2024).The Digital Real Estate Revolution: How Tech Is Transforming The Industry. https:\/\/www.forbes.com\/councils\/forbesbusinesscouncil\/2024\/03\/06\/the-digital-real-estate-revolution-how-tech-is-transforming-the-industry\/<\/span><\/li>\n<\/ol>\n

    [\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text]Received:<\/strong> 25 December 2024<\/span><\/p>\n

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    Makarova V., Mushtai V. (2024). Marketing Research of Digital Infrastructure of the Real Estate Market of Sumy Oblast. Modern Economics, 48(2024), 63-71. DOI: https:\/\/doi.org\/10.31521\/modecon.V48(2024)-08.<\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n
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    [\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text]<< Back to contents<\/a>[\/vc_column_text][\/vc_column][\/vc_row]<\/p>\n<\/section>","protected":false},"excerpt":{"rendered":"

    [vc_row][vc_column][vc_column_text] JEL Classification: R31, L85, M31 DOI: https:\/\/doi.org\/10.31521\/modecon.V48(2024)-08 [\/vc_column_text][vc_column_text]Makarova Viktoriia, Doctor of sciences (Economics), Professor of the Marketing and logistics Department, Sumy National Agrarian University, Sumy, Ukraine ORCID ID: 0000-0003-1076-9246 e-mail: victoria.makarova24@ukr.net Mushtai Valentyna, PhD, Associate professor of the Marketing and logistics Department, Sumy National Agrarian University, Sumy, Ukraine ORCID ID: 0000-0001-9042-0241 e-mail: vamushtai@gmail.com  
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