Marketing Digital y Comercio Electrónico
Permanent URI for this collectionhttp://repositorio.uta.edu.ec/handle/123456789/27879
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Item Estrategias de comercio electrónico en las PYMES de manufactura de vidrio(Universidad Técnica de Ambato. Facultad de Ciencias Administrativas. Maestría en Marketing Digital y Comercio Electrónico, 2018) Quinatoa Sánchez, Cristina Isabel; Chávez Yépez, Howard FabiánThe present research work was carried out in the glass manufacturing company PRISMA CRISTAL, which by the number of workers belongs to small businesses; The main objective of the research was to determine the incidence of e-commerce strategies in SMEs of glass manufacturing. The methodology used was a quantitative approach, and responds to the need to understand the critical success factors for the adoption of electronic commerce was based on the current analysis that exists in external customers and obtain relevant information to draw conclusions, perform a comparative analysis with the theory of some authors who have done important research work in the area of electronic commerce, and of SMEs, also comparing field work. The data was collected using the survey technique and the questionnaire was used as an instrument for both external clients (B2C) and suppliers (B2B), to know if these strategies can be carried out in this type of business. After analyzing the data, a model was proposed based in the same way on works that have been carried out and have worked in other Latin American countries, logically with certain modifications to the success factors that fit our reality.Item Estrategias SEO como herramienta de visibilidad en medios digitales del sector hotelero de La Maná, provincia de Cotopaxi(Universidad Técnica de Ambato. Facultad de Ciencias Administrativas. Maestría en Marketing Digital y Comercio Electrónico, 2018) Granja Herrera, Cristian Rolando; Jordán Vaca, Jorge EnriqueThe objective of this research work is to establish strategies that improve the visibility of digital media in the hotel sector of La Maná Canton, through the use of SEO (Search Engine Optimization) tools, for which a quantitative, descriptive and correlational approach was applied; the survey was used as a data collection technique, which was validated using the Kuder-Richardson model. The survey was applied to 12 existing hotels in the city, the data obtained were validated, graphed and interpreted; In this way it was proved as a hypothesis that formulating strategies through the use of SEO analysis tools (Search Engine Optimization) affect the visibility of digital media in the hotel sector of the city of La Maná. Finally, the WooRank and LikeAlyzer tool was used to analyze the Web Pages and the Fan Page of the hotel sector. With the results obtained, strategies were established to improve their organic positioning in the network.Item Procedimientos para la gestión de la reputación online y marca institucional de la Prefectura de Cotopaxi(Universidad Técnica de Ambato. Facultad de Ciencias Administrativas. Maestría en Marketing Digital y Comercio Electrónico, 2018) Sánchez Pallo, Edison Rolando; Ballesteros López, Leonardo GabrielThis is a social project, which through an analysis of the technological tools that will be called as: online media and social networks, which over time have been playing a role of high value and importance in public companies and private, in the same way in the daily life of the individuals that are part of the community. The investigation determines that there is an impact on the part of the online media in the management of an institution, evidenced by statistics that prove it and proposes the realization of a manual of procedures that allows an adequate management of the information presented to the community and generate an impact on the brand image of the Cotopaxi Prefecture and how it is perceived by the community. As a complement and through an in-depth analysis of the impact that online media have had and how they have influenced the behavior of institutions and citizens, the way they interact and the formation of new customs when disseminating information and the processing times of it, so that it reaches users since the appearance of social networks has totally changed the work management of the Prefecture of Cotopaxi. The purpose of the study is to contribute to the communication unit of the institution by contributing with a model that helps the correct use of online media, which the Prefecture can count on. So also detect in time how is assimilating citizenship to the brand of the institution through social networks and take the necessary actions in a particular situation. This is a starting line to constantly evaluate the situation of the brand in online media, as well as guidelines for improvement for management that can be the cause of success for the institution.Item Modelo de e-marketing para empresas de automatización de la provincia de Tungurahua(Universidad Técnica de Ambato. Facultad de Ciencias Administrativas. Maestría en Marketing Digital y Comercio Electrónico, 2018) Carvajal Salvador, María Fernanda; Saltos Cruz, Juan GabrielAutomation security system’s companies in Tungurahua do not apply an accurate e-marketing model to create consumer’s empowerment. One of the reasons is because they do not have the knowledge in the use of technological tools. Also, because of the fear in invest money in digital media and do not receive a return on investment. The ones, who decided to invest in digital media, do not know if the tools they use are adequate to persuade consumers. This investigation determined how e-marketing model influences in consumer’s empowerment in automation system companies. The most relevant results, determined that it is necessary for companies to invest in the most used social networks and focus on the target. It is important not to neglect the websites, because there depends how consumers perceive the company position and seriousness. Finally, e-marketing model has relation with consumer´s empowerment, for this reason, it is recommended to create a digital communication plan.Item Estrategias de marketing digital y su impacto en el desarrollo turístico de la ciudad de Latacunga(Universidad Técnica de Ambato. Facultad de Ciencias Administrativas. Maestría en Marketing Digital y Comercio Electrónico, 2018) Arias Figueroa, Doris Fernanda; Pilco Mosquera, Wilian EnriqueThe main purpose of this research is to establish digital marketing strategies that contribute to the tourist development of the city of Latacunga, Cotopaxi Province; Because it is a city of high tourist concurrence, it is necessary and essential to apply digital marketing as a key point to boost tourism development and to cover the majority of domestic and foreign tourists entering the country. In order to develop this work it was necessary to identify the problems that focus on the inadequate digital marketing strategies and their impact on the tourist development of the city, which has caused a decrease in tourist revenues to the area; the determination of a theoretical framework that facilitated the best understanding of the subject; a methodology based on a qualitative and qualitative approach that allowed for a data collection and analysis that served to answer the research questions and check the previously established hypothesis, which resulted in accepting the hypothesis formulated: digital marketing strategies if they will improve the tourist development in the city of Latacunga; and finally the proposal that consisted in the design of digital marketing strategies that will provide a demonstration to the tourist development of the city of Latacunga through tourism promotion tools (website, fan pages, YouTube).Item Estrategias de Marketing Digital en el Fortalecimiento y Posicionamiento del Comercio Móvil de la Ciudad de Latacunga(Universidad Técnica de Ambato. Facultad de Ciencias Administrativas. Maestría en Marketing Digital y Comercio Electrónico, 2018) Ortiz Arteaga, Rommel Edgar; Pilco Mosquera, Wilian EnriqueThe present research project arises with the purpose of making a proposal of Digital Marketing of M-Commerce or mobile commerce, applicable to the MSMEs of the city of Latacunga. It is based on an application designed to be attached and downloadable through the Android platform, under the name Commercebite, an enterprise that was born with the aim of enhancing the products and services of small corporations that wish to subscribe and be part of the catalog of options in One place. For this purpose, a quantitative, descriptive and correlational study is carried out, constituted through the application of a numerical data collection instrument that allows to know the current panorama of the positioning strategies employed by the MSMEs of this city in favor of Improve your promotion context. Through these results, it is intended to establish the guidelines for the implementation and implementation of the Commercebite entrepreneurship initiative, which is born to meet the general needs of these companies. In addition to the application, a Fan Page will be founded within the Social Network Facebook, considering that it is among the most positioned digital platforms in Ecuador and has a wide reach when it comes to disseminating content and advertising various products and services. In addition, the guidelines of the application of said proposal are established, by activities and contemplating their minimum necessary requirements. It is expected that this research project represents an innovation when designing Digital Marketing strategies applicable to multiple contexts, as well as giving rise to the birth of ventures that allow improving the context of multiple entities at the same time.Item Auditoría de la imagen corporativa y reposicionamiento de la Empresa Eléctrica Regional del Sur S.A. en la ciudad de Loja(Universidad Técnica de Ambato. Facultad de Ciencias Administrativas. Maestría en Marketing Digital y Comercio Electrónico, 2018) Bustamante Ortega, Pablo Fabricio; Morales Urrutia, Diana CristinaThe main objective of this research is to determine the impact of the audit of the corporate image on the repositioning of the Southern Regional Electric Company S.A. In the city of Loja, whose approach is qualitative, in the research modality bibliographic and field research was used, the survey was carried out as a technique which was validated by the Cronbach alpha method and subsequently applied to 384 people. They were tabulated, graphed and interpreted in such a way that the hypothesis was proved demonstrating that with an adequate audit of the corporate image the repositioning of the Southern Regional Electric Company S.A. In the city of Loja. After analyzing and interpreting the results of the survey, it was concluded that the implementation of optimal strategies for the repositioning of the corporate image of the Southern Electric Power Company S.A. of the city of Loja will help to maintain a unique image before the other institutions as well as with the application of these strategies will be fully fulfilled with the general objective of the investigation.Item Aplicación de redes sociales para el posicionamiento en el Sector Maderero de la provincia de Tungurahua(Universidad Técnica de Ambato. Facultad de Ciencias Administrativas. Maestría en Marketing Digital y Comercio Electrónico, 2018) Delgado Fiallos, María Gabriela; Verdesoto Velástegui, Oswaldo SantiagoThe purpose of this project is to support the wood sector, specifically the Huambaló furniture manufacturer, to the Centros Artesanal Huambaló association (Cenarhu), which through the new communication channels on the internet, and their use in these media, there is a possibility to conquer new customers who are in a second on the other side of a device, hungry for information, the objective is to analyze Social Networks that allows improving the brand appreciation for the positioning of the furniture sector in the Tungurahua Province. It is based on a qualitative approach, an exhaustive research is carried out through a bibliography of scientific articles related to the subject, books, etc., then a questionnaire is elaborated with the use of constructs and items that are checked by authors of scientific articles related to the subject with their respective permits for their use, and surveys were conducted to the 40 members of Cenarhu and then verified by statistical analysis Wilcoxon correlation. From the analysis, it is proposed to carry out a social media plan on Facebook, determining that Facebook is the best communication tool to arrive with the Cenarhu brand, and a strategy is proposed to reach the objective, in the end it is verified that it has results positive for the Cenarhu association through the IOR.Item Estrategias de marketing de contenidos en la promoción de la marca Ambato Tierrita Linda(Universidad Técnica de Ambato. Facultad de Ciencias Administrativas. Maestría en Marketing Digital y Comercio Electrónico, 2018) Escobar López, Diana Marcela; Silva Ordoñez, Iván FernandoThe city of Ambato is a strategic point for tourism in Ecuador; its diversity in culture, flora, fauna, gastronomy, production, tourist sites marks the economic development of the population. In this research project the problem of poor promotion of the Ambato Tierrita Linda brand carried out by the Autonomous Decentralized Municipality of Ambato was addressed, determining as the main cause the lack of a content marketing strategy, causing a low impact of the brand. The main objective is to promote the city of Ambato through the website that is available to the general population. The research methodology followed a process of information collection using structured surveys based on the Likert scale, the questionnaire allowed to know the population's perception of the Ambato Tierrita brand and the interest in managing a website as a means of promotion. The results obtained point out that the inhabitants and tourists use the internet to consult about information about the place or tourist place they wish to visit, in some cases they also refer to the commercial and business aspect they wish to do in Ambato. In addition to the promotion of the brand, people believe that this leads to the introduction of the city on the world stage where foreigners can have immediate information, in such a way that the tourism and mass media actors interact through the website. The creation of an interactive web page aims to be an instrument for the promotion of the city of Ambato. The proposed phases consist of: Situational analysis of tourism, followed by the creation of the interactive website of the brand, the design of the content of the Ambato Tierrita Linda brand and the strategic evaluation through indicators.Item Customer Relationship Management (CRM) y la satisfacción al cliente en las Instituciones de Educación Superior(Universidad Técnica de Ambato. Facultad de Ciencias Administrativas. Maestría en Marketing Digital y Comercio Electrónico, 2018) Sánchez Gutiérrez, Maritza Jimena; Mejía Vayas, Carlos VinicioThe present research work is a study carried out on how Higher Education Institutions manage the relationships with students, from the CRM approach. Initially a conceptual investigation was carried out on the CRM from where the knowledge of the needs and desires of the students starts, through a survey important information was collected on how the Higher Education Institutions manages the relations with its students, how this influences in the expectations of the students about the services offered and the degree of satisfaction they perceive with respect to the different services. With the results obtained, it is proposed to develop a CRM strategy that allows managing relations with its students, using information technologies and appropriate and integrated communication channels to meet preferences and needs and provide services and satisfaction and allow them to feel an integral part of the institution during their student life and after it.