Marketing Digital y Comercio Electrónico

Permanent URI for this collectionhttp://repositorio.uta.edu.ec/handle/123456789/27879

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Subject: search.filters.subject.COMERCIO ELECTRÓNICO

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    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 Fabián
    The 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.
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    Marketing virtual como herramienta de posicionamiento de lácteos de Tungurahua (CONLACT).
    (Universidad Técnica de Ambato. Facultad de Ciencias Administrativas. Maestría en Marketing Digital y Comercio Electrónico, 2018) Vaca Castillo, Juan Carlos; Calvache Vargas, Cesar Maximiliano
    The Tungurahua Dairy Consortium (CONLACT), is located in the Parish of Huachi Loreto in Canton Ambato, the problem addressed was the inappropriate use of virtual marketing in the Tungurahua dairy consortium, due to ignorance of technological tools To promote its products, the study was able to determine how the deficient use of virtual marketing affects the positioning of the Consortium. The methodology used was: a quantitative approach due to the need for the use of a statistical model for the verification of hypotheses, the bibliographic and field modalities for the collection of information. The level of exploratory, descriptive, correlational and explanatory research, the population was 373538 people. The most relevant results were: that the social networks owned by the consortium do not make it possible to publicize the products of the associations, at present people do not use electronic commerce to make purchases of dairy products, dairy associations do not generate value added in their products. Finally, it should be emphasized that digital marketing has a close relationship with positioning, denoting an average positive correlation. Therefore, it was recommended to design a digital marketing plan.
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    Análisis de la influencia de la estructura de una tienda virtual en la decisión de compra del consumidor on-line.
    (Universidad Técnica de Ambato. Facultad de Ciencias Administrativas. Maestría en Marketing Digital y Comercio Electrónico, 2018) Vargas Acosta, Tannia Patricia; Medina Chicaiza, Ricardo Patricio
    This research project is aiming to help electronic suppliers to optimize the use of virtual stores to improve the value of their offer and create an ideal environment to achieve profitable exchanges. This research shows that the most important problem is the lack of analysis on virtual stores´ elements and their influence on the decision of purchase of the on-line consumer. The conceptual study analyzes the on-line marketing evolution, the elements that are part of online stores, the online consumer profile, and the most common e-commerce platforms, which information gave us the enough knowledge to use the expert judgment and also theoretic and empirics methods, which showed as results that the most influencer factors for the purchase decision are the security, usability and the business intelligence for customer’s satisfaction.