ASSESSMENT OF THE TERRITORIAL POTENTIAL FOR THE DEVELOPMENT OF HOUSING CONSTRUCTION IN THE MUNICIPALITY 

Svetlana V. Zinchenko, Candidate of economical sciences, associate professor, associate professor of the sub-department of marketing, commerce and service, Penza State University (40 Krasnaya street, Penza, Russia), E-mail: slatynova@mail.ru
Evgenia M. Bijanova, Candidate of economical sciences, associate professor of the sub-department of marketing, commerce and service, Penza State University (40 Krasnaya street, Penza, Russia), E-mail: janette@list.ru 

Background. The research of the prospects for the development of market conditions, changes in market conditions, the dynamics of supply and demand, the state of the competitive environment are an important area of marketing activity of any organization. The relevance of the research conducted in this work is due to the special nature of supply and demand in the residential real estate market of closed cities and the need to study the factors that influence this. Thus, the categories of apartments that are sold in an ordinary city in the first place, in closed cities may remain unclaimed for a long time, which leads to a freeze of developers' funds, additional costs for maintaining unsold real estate in a rented house and, in general, requires a change in the supply and marketing policy of construction companies. companies. The purpose of the work is to conduct a marketing study of the situation on the residential real estate market in Zarechny, the Penza region, the results of which will allow construction companies to navigate the market and build a marketing strategy. Materials and methods. The research of the residential real estate market conjuncture in Zarechny, the Penza region, involves an analysis of supply, demand, as well as the influence of external factors on the development of the market. The methodological base of the study was made up of general scientific methods, methods of analysis of secondary data. The following research methods were used in the work: the method of analysis and synthesis, comparison and generalization of information, a systematic approach, the method of induction and deduction, secondary and primary marketing research. The information base of the study was the materials of Rosstat, Penzastat, the Ministry of Construction of Russia, legal documents, the results of scientific and marketing research of the real estate market, and the authors' own research. Results. As a result of the research, the territorial potential for the development of housing construction in ZATO, the city of Zarechny, Penza Region, was analyzed, the features of the demand for real estate and the factors influencing it, as well as the nature of the supply of residential real estate on the market and the current competitive environment, were determined. Conclusions. Despite the specifics of supply and demand, the presence of limiting factors, the Zarechny residential real estate market has growth potential, which makes it promising for construction companies. 

real estate market, marketing research, market conditions, closed administrative-territorial entity (ZATO) 

Zinchenko S.V., Bijanova E.M. Assessment of the territorial potential for the development of housing construction in the municipality. Modeli, sistemy, seti v ekonomike, tekhnike, prirode i obshchestve = Models, systems, networks in economics, technology, nature and society. 2023;(2):87–110. (In Russ.). doi: 10.21685/2227-8486-2023-2-6