"El Marketing Relacional y el posicionamiento en el mercado del Club Deportivo Técnico Universitario de la ciudad de Ambato"

Abstract

The “Técnico Universitario” Sport Club, is a football club that was founded in 1971 in the city of Ambato, its best shares in the national championship was held in 1978 and 1980 when this club won the second place in these two years, the club currently has shortcomings market positioning, because the fans feel unhappy and little influx to football stadium. That's why this research project an internal and external analysis of the club in which to determine the weaknesses of the club in the market positioning through relationship marketing will be done. Through surveys the fans of the club was held could be obtained results which were analyzed and it was concluded that The “Técnico Universitario” Sport Club not maintain communication with the fans, the fans agree that there should be a communication between club and fans and vice versa into a social network such as Facebook as they often use this social platform. It is for this reason that the proposal will directed to the development of a communication model on the Facebook social media, which will be developed primarily for there to be communication and interaction between the club - fans and vice versa. In this way the club will gain greater market position among its fans.