Análisis del sistema de seguridad implementado en el transporte público de la ciudad de Guayaquil
Fecha
2016
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Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
Cuando las necesidades fisiológicas se mantienen compensadas, entran en juego
las necesidades de seguridad, el ser humano tendera a preocuparse en hallar
sistemas que provean seguridad, protección y estabilidad. El estado tiene la
obligación de satisfacer dicha necesidad, por medio de la implementación de
proyectos que se conviertan en un referente. Tal es el caso de Transporte seguro,
un proyecto de seguridad ciudadana que inicio su ejecución en el 2013. Enfocado
en brindar protección a los usuarios del transporte público y comercial, es un
sistema de seguridad que fue instalado por la ANT
2
.
En el 2014 arranca una campaña comunicacional de 3 meses, la misma que buscaba
dar a conocer los beneficios del proyecto en mención. En la actualidad el proyecto
se encuentra terminado y con un cumplimento del 100% de sus objetivos, por lo
que se vuelve imperioso tener conocimiento pleno del posicionamiento en la mente
del mercado objetivo. Comprobar el nivel de recordación del correcto uso del
sistema y de los beneficios hasta ahora obtenidos por la ciudadanía en general, es
la base para la elaboración de estrategias de comunicación eficientes y medibles,
formular un posicionamiento competitivo, y una mezcla de mercadotecnia detallada
con una serie de acciones muy meditadas, encaminadas hacia un fin determinado.
When the physiological needs remain compensated, come into play security needs, human beings will tend to worry about finding systems that provide safety, security and stability. The state has an obligation to meet that need, through the implementation of projects to become a benchmark. Such is the case of safe transportation, a project of public safety that began implementation in 2013. Focused on providing protection to users of public and commercial transport is a security system that was installed by the ANT. In 2014 started a communications campaign three months, the same who sought to publicize the benefits of the project in question. At present the project is completed and a 100% fulfillment of its goals, so it becomes imperative to have full knowledge of the positioning in the mind of the target market. Check the level of recall of the correct use of the system and the benefits so far achieved by the public, is the basis for developing strategies for efficient and measurable communication, develop a competitive positioning, and a mixture of detailed marketing with a very thoughtful series of actions aimed at a particular purpose.
When the physiological needs remain compensated, come into play security needs, human beings will tend to worry about finding systems that provide safety, security and stability. The state has an obligation to meet that need, through the implementation of projects to become a benchmark. Such is the case of safe transportation, a project of public safety that began implementation in 2013. Focused on providing protection to users of public and commercial transport is a security system that was installed by the ANT. In 2014 started a communications campaign three months, the same who sought to publicize the benefits of the project in question. At present the project is completed and a 100% fulfillment of its goals, so it becomes imperative to have full knowledge of the positioning in the mind of the target market. Check the level of recall of the correct use of the system and the benefits so far achieved by the public, is the basis for developing strategies for efficient and measurable communication, develop a competitive positioning, and a mixture of detailed marketing with a very thoughtful series of actions aimed at a particular purpose.
Descripción
Palabras clave
POSICIONAMIENTO, IMPLEMENTCION, SEGURIDAD, COMUNICACION, PROYECTO, INSIGNIA, LA ESTRATEGIA DEL CONSUMIDOR FINAL