Análisis del ingreso tradicional corporativo de movistar por las nuevas tendencias de comunicación
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Fecha
2017
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Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
El presente trabajo de investigación tiene entre sus principales objetivos el entender el
cambiante mundo de la tecnología móvil, y como este, desde la vorágine de su constante
transformación, ha logrado crear cambios radicales, profundos y muy rápidos en la forma de
comunicación de las personas, empresa y de la sociedad en general. Una vez definido el
marco conceptual sobre el cual ha evolucionado las comunicaciones móviles y la inexorable
fusión con el uso del Internet, se centra en el análisis del mercado local, entendiendo el
oligopolio que lo rige, los diferentes actores que lo componen y su estrecha relación. Hace
especial y marcado énfasis en el sector empresarial, foco del análisis propuesto. Finalmente,
el trabajo concluye con la identificación de un patrón de uso y diferencia entre los tipos de
clientes, lo que conlleva al planteamiento de una propuesta de un nuevo tipo de marketing
mix que no esté basado en el producto, sino en el cliente, lo que permita generar valor tanto
para usuarios y los operadores móviles.
The present research work has among its main objectives to understand the changing world of mobile technology, and how, since the maelstrom of its constant transformation, has succeeded in creating radical, deep and very rapid changes in the communication of people, and the society in general. Once the conceptual framework on which mobile communication has been developed and the inexorable fusion with the use of the Internet has been defined, it focuses on the analysis of the local market, the understanding of the oligopoly that governs it, the different actors that compose it and its close relationship. The focus of the proposed analysis make a special and marked emphasis in the business sector. Finally, the work concludes with the identification of a pattern of use and difference between the kinds of customers, which leads to the proposal of a new type of marketing mix that is not based on the product, but on the client, that allows generating benefits for users as well as for mobile operators. .
The present research work has among its main objectives to understand the changing world of mobile technology, and how, since the maelstrom of its constant transformation, has succeeded in creating radical, deep and very rapid changes in the communication of people, and the society in general. Once the conceptual framework on which mobile communication has been developed and the inexorable fusion with the use of the Internet has been defined, it focuses on the analysis of the local market, the understanding of the oligopoly that governs it, the different actors that compose it and its close relationship. The focus of the proposed analysis make a special and marked emphasis in the business sector. Finally, the work concludes with the identification of a pattern of use and difference between the kinds of customers, which leads to the proposal of a new type of marketing mix that is not based on the product, but on the client, that allows generating benefits for users as well as for mobile operators. .
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TELEFONIA CELULAR, TENDENCIAS, COMUNICACIONES, WHATSAPP, INTERNET, MARKETING MIX, ILIMITADO