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Author:Koskisto, Hanna
Title:The role of internet media in commercial real estate agency/leasing
Internetmedian rooli toimitilavuokrauksessa
Publication type:Master's thesis
Publication year:2010
Pages:59      Language:   eng
Department/School:Maanmittaustieteiden laitos
Main subject:Kiinteistöoppi   (Maa-20)
Supervisor:Viitanen, Kauko
Instructor:Mäkivaara, Juha
OEVS:
Electronic archive copy is available via Aalto Thesis Database.
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Location:P1 Ark Aalto  338   | Archive
Keywords:real estate market
commercial real estate
commercial real estate agency/leasing
media
business-to-business marketing
kiinteistömarkkinat
kaupallinen kiinteistö
toimitilavuokraus
media
yritysmarkkinointi
Abstract (eng): The objective of this thesis is to assess the opportunities for developing media as a tool within commercial real estate agency/leasing; with focus especially on internet media services that could be provided for the leasing business.
The target market for the tool is the Scandinavian region and thus, this research is conducted through interviews in Finland and Sweden.

In the literature study the characteristics of commercial real estate and of the commercial real estate market are described.
The Finnish and Swedish markets are examined; market concentration and transparency as well as the development of the real estate service sector, with focus on agency/leasing.
Further the literature study looks into business-to-business marketing from a commercial real estate point of view; a comparison between the buying process of commercial real estate and residential real estate is done; an analogy can be drawn to the leasing process.
The last part of the literature study examines the existing Internet services for commercial real estate agency/leasing.

The empiric study with qualitative approach is done through semi-structured interviews with real estate leasing professionals in Finland and Sweden.
The interviews have two clear themes; firstly to describe the current state of and the future expectations for commercial real estate agency/leasing and secondly to discuss the role of media today and in the future within the leasing activity.
From this research can be concluded that although the development driving factors have been pretty much the same in both countries, the development of the commercial real estate agency/leasing is a step further in Sweden.
The role of internet media in commercial real estate agency/leasing is described as a contact surface (market places), as increasing the transparency (entire supply visible), and as impacting the business, where as print media plays a role in brand image marketing.
Abstract (fin): Tämän työn tarkoitus on selvittää mediapalveluiden, ja erityisesti Internet-palveluiden, kehitysedellytykset toimitilavuokrauksessa.
Kehitettävän palvelun kohdemarkkinoiksi on määritelty Pohjoismaat, ja sen vuoksi tässä tutkimuksessa haastatellaan toimitilavuokrauksen ammattilaisia Suomessa ja Ruotsissa.

Kirjallisuuskatsauksessa selvitetään toimitilakiinteistöjen ominaispiirteet sekä markkinoita kuvaavat piirteet.
Osiossa tarkastellaan markkinoiden keskittymistä ja avoimuutta sekä kiinteistöpalvelusektorin, erityisesti toimitilavuokrauksen kehitystä Suomessa ja Ruotsissa.
Tämän lisäksi kirjallisuuskatsauksessa tarkastellaan yritysmarkkinointia toimitilakiinteistöjen näkökulmasta, vertaillaan kaupallisten kiinteistöjen ja asuinkiinteistöjen myyntiprosessia josta voi vetää analogian vuokrausprosessiin.
Lopuksi analysoidaan toimitilavuokrauksen apuvälineinä toimivia, olemassa olevia Internetpalveluita.

Empiirisessä osuudessa on laadullinen tutkimusote, ja se tehdään osittain strukturoiduin haastatteluin Suomessa ja Ruotsissa.
Haastatteluissa on kaksi selkeätä teemaa, yhtäältä toimitilavuokrauksen nykytilanne sekä tulevaisuuden odotukset ja toisaalta median rooli toimitilavuokrauksessa.
Tästä tutkimuksesta voidaan päätellä, että vaikka kehitystä ohjaavat tekijät ovat Suomessa ja Ruotsissa olleet samankaltaiset, toimitilavuokraus on askeleen edellä Ruotsissa.
Internetin roolia voidaan kuvata kontaktipintana (markkinapaikat), avoimuutta lisäävänä (koko tarjonta näkyvillä), sekä toimialaan vaikuttavana kun taas painettu media toimii brändi- ja imagomarkkinointiin.
ED:2010-04-12
INSSI record number: 39424
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