Desarrollo de una gestión estratégica basada en la utilización de la tecnología de comunicación para incrementar la prospección, cartera de clientes, promoción y la competitividad de la Empresa Autoradiador
No hay miniatura disponible
Fecha
2015
Título de la revista
ISSN de la revista
Título del volumen
Editor
Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
El presente trabajo de investigación tiene como finalidad demostrar que al implementar una estrategia de comunicación basada en las (TIC) Tecnologías de la Información y Comunicación, se puede incrementar prospectos, cartera de clientes, promociones y la competitividad de la empresa Autoradiador. A continuación se presenta un estudio de varias fuentes bibliográficas y casos que demuestran que en la actualidad las TIC son relevantes y de gran utilidad para los negocios. El grupo investigador detectó que la empresa Autoradiador no utiliza estos medios para darse a conocer por esto, se realizó una encuesta a los clientes actuales de la empresa para confirmar la problemática detectada, obteniendo como resultados que muchos de los clientes encuestados utilizan las redes sociales, página web y otros medios tecnológicos para la comunicación y búsqueda de información relacionada con sus actividades comerciales.
La propuesta de esta tesis consiste en diseñar una página web acorde a las necesidades detectadas en la encuesta, la misma que se realiza a través de un editor web gratuito como lo es Jimdo. La página proporciona información de interés que buscan los clientes, la misma que se encuentra vinculada con las redes sociales Facebook, Twitter e Instagram generando una cadena de comunicación e interacción que fomenta mejores relaciones entre los clientes y la empresa al tener un contacto de manera más directa. También se hace uso de la aplicación móvil WhatsApp para atender requerimientos urgentes de manera más rápida y directa para que los usuarios reciban un mejor servicio al cliente.
La tesis concluye con una evaluación del número de seguidores tanto en la página web como en las redes sociales implementadas y una serie de recomendaciones a desarrollarse a mediano y largo plazo en estos medios para así optimizarlos a favor tanto de la empresa como de los usuarios.
This research aims to demonstrate that by implementing a communication strategy based on (TIC) Information Technologies and Communication, it can increase prospects, customer base, promotions and competitiveness of the company Autoradiador. Following a study of several bibliographic and cases that show that today TIC is relevant and useful for business sources is presented. The research group found that the company Autoradiador not use these means to be known for this, a survey was conducted to existing customers of the company to confirm the detected problems, obtaining as a result that many of the customers surveyed use social networks, website and other technological means of communication and search for related information with their trading activities. The proposal of this thesis is to design a website according to the needs identified in the survey, the same as is done through a free web editor as it is Jimdo. The site provides information of interest to customers seeking the same that is linked to social networks Facebook, Twitter and Instagram generating a chain of communication and interaction that promotes better relations between customers and the company to have a contact so more directly. Using the mobile application WhatsApp it is also made to meet urgent requirements more quickly and directly to users to receive better customer service manner. The thesis concludes with an assessment of the number of followers in both the website and the social networks and implemented a series of recommendations to develop medium and long term in order to optimize the media for both the company and users.
This research aims to demonstrate that by implementing a communication strategy based on (TIC) Information Technologies and Communication, it can increase prospects, customer base, promotions and competitiveness of the company Autoradiador. Following a study of several bibliographic and cases that show that today TIC is relevant and useful for business sources is presented. The research group found that the company Autoradiador not use these means to be known for this, a survey was conducted to existing customers of the company to confirm the detected problems, obtaining as a result that many of the customers surveyed use social networks, website and other technological means of communication and search for related information with their trading activities. The proposal of this thesis is to design a website according to the needs identified in the survey, the same as is done through a free web editor as it is Jimdo. The site provides information of interest to customers seeking the same that is linked to social networks Facebook, Twitter and Instagram generating a chain of communication and interaction that promotes better relations between customers and the company to have a contact so more directly. Using the mobile application WhatsApp it is also made to meet urgent requirements more quickly and directly to users to receive better customer service manner. The thesis concludes with an assessment of the number of followers in both the website and the social networks and implemented a series of recommendations to develop medium and long term in order to optimize the media for both the company and users.
Descripción
Palabras clave
INGENIERIA DE LA PRODUCCION, EVALUACIÓN DE LA EDUCACION, MEDIO SOCIAL, COMPETENCIA ECONOMICA