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Análisis de las estrategias de marketing en emprendimiento digitales en la ciudad de Babahoyo
| dc.contributor.advisor | Jacome Lara, Georgina | |
| dc.contributor.author | Chanatasi Otocama, Fátima Jazmin | |
| dc.date.accessioned | 2021-11-19T20:59:33Z | |
| dc.date.available | 2021-11-19T20:59:33Z | |
| dc.date.issued | 2021 | |
| dc.identifier.uri | http://dspace.utb.edu.ec/handle/49000/10623 | |
| dc.description | The study carried out presents as a topic "Analysis of marketing strategies in digital entrepreneurship in the city of Babahoyo" and is developed with the aim of identifying the marketing strategies implemented, it is developed according to the research line Information and Communication Systems, Entrepreneurship and Innovation and the Marketing and Commercialization sub-line, through the research methodology for the use of the descriptive, analytical and bibliographic method, the collection of information was carried out, according to its data that refer to the qualitative type and is developed through of the interview technique applied through the instrument, interview guide made to the representative of the entrepreneurship center of the city of Babahoyo. On the other hand, the quantitative information through the survey techniques used by means of the structured survey questionnaire of 10 questions made to the inhabitants of the city of Babahoyo allows to identify problems such as: lack of knowledge to carry out strategic planning, does not carry out the product segmentation, uses marketing strategies without considering the tastes and preferences of consumers, replicates digital strategies to promote products without considering the type or sector to which they belong, confusion in the identifications of social networks and messaging applications for dissemination and advertising of brands or businesses and limitation of advertising spending. In conclusion, the dissertation highlights the importance of generating marketing strategies developed under the necessary guidelines that help to attract and retain customers. | es_ES |
| dc.description | The study carried out presents as a topic "Analysis of marketing strategies in digital entrepreneurship in the city of Babahoyo" and is developed with the aim of identifying the marketing strategies implemented, it is developed according to the research line Information and Communication Systems, Entrepreneurship and Innovation and the Marketing and Commercialization sub-line, through the research methodology for the use of the descriptive, analytical and bibliographic method, the collection of information was carried out, according to its data that refer to the qualitative type and is developed through of the interview technique applied through the instrument, interview guide made to the representative of the entrepreneurship center of the city of Babahoyo. On the other hand, the quantitative information through the survey techniques used by means of the structured survey questionnaire of 10 questions made to the inhabitants of the city of Babahoyo allows to identify problems such as: lack of knowledge to carry out strategic planning, does not carry out the product segmentation, uses marketing strategies without considering the tastes and preferences of consumers, replicates digital strategies to promote products without considering the type or sector to which they belong, confusion in the identifications of social networks and messaging applications for dissemination and advertising of brands or businesses and limitation of advertising spending. In conclusion, the dissertation highlights the importance of generating marketing strategies developed under the necessary guidelines that help to attract and retain customers. | es_ES |
| dc.description.abstract | El estudio realizado presenta como tema “Análisis de las estrategias de marketing en emprendimiento digitales en la ciudad de Babahoyo” y se desarrolla con el objetivo de identificar las estrategias de marketing implementadas, se desarrolla según la línea de investigación Sistemas de Información y Comunicación, Emprendimiento e Innovación y la sublínea Marketing y Comercialización, a través de la metodología de la investigación para con la utilización del método descriptivo, analítico y bibliográfico, se realizó la recopilación de información, según sus datos que refiere al tipo cualitativa y se desarrolla a través de la técnica entrevista aplicada mediante el instrumento, guía de entrevista realizada al representante del centro de emprendimiento de la ciudad de Babahoyo. Por otro lado, la información cuantitativa mediante las técnicas de encuesta empleada por medio del cuestionario de encuesta estructurado de 10 interrogantes realizados a los habitantes de la ciudad de Babahoyo permitieron identificar problemas tales como: carencia de conocimiento para realizar una planificación estratégicas, no realiza la segmentación de productos, utiliza estrategias de marketing sin considerar los gustos y preferencia de los consumidores, replica de estrategias digitales para promocionar productos sin considerar el tipo o sector al que pertenecen, confusión en la identificaciones de redes sociales y aplicaciones de mensajería para la difusión y publicidad de las marcas o negocios y limitación en el gasto por publicidad. En conclusión, la disertación resalta la importancia de generar estrategias de marketing elaboradas bajo los lineamientos necesarios que contribuyan a captar y fidelizar clientes. | es_ES |
| dc.format.extent | 33 p. | es_ES |
| dc.language.iso | es | es_ES |
| dc.publisher | BABAHOYO: UTB, 2021 | es_ES |
| dc.rights | Atribución-NoComercial-SinDerivadas 3.0 Ecuador | * |
| dc.rights.uri | http://creativecommons.org/licenses/by-nc-nd/3.0/ec/ | * |
| dc.subject | Estrategias | es_ES |
| dc.subject | Marketing | es_ES |
| dc.subject | Emprendimientos digitales | es_ES |
| dc.subject | Redes sociales | es_ES |
| dc.title | Análisis de las estrategias de marketing en emprendimiento digitales en la ciudad de Babahoyo | es_ES |
| dc.type | bachelorThesis | es_ES |
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