Estudio del uso e impacto de las redes sociales en estrategias de marketing de las pymes en Guayaquil
Fecha
2016
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Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
Las redes sociales suministran el acceso a una importante cantidad de información, facilitando la creación de conocimiento estratégico sobre el consumidor que simplifica el proceso de toma de decisión. En Guayaquil se requiere de investigaciones que analicen, evalúen y diagnostiquen el uso e impacto de las redes sociales en las pequeñas y medianas empresas, a partir de los nuevos marcos en que se desarrollan las relaciones que vinculan a las organizaciones y sus públicos (tanto internos como externos). Las que están marcadas por amplios espacios de interacción y co-responsabilidad. Por lo antes señalado, la presente investigación busca realizar un análisis detallado del uso e impacto de las redes sociales en la estrategia de marketing dentro de 2 Pymes de la ciudad de Guayaquil: CHANTAL FONTAINE y AUTO ÁLVAREZ; DEL NORTE DE LA CIUDAD DE GUAYAQUIL, con la aplicación de investigación de tipo descriptiva que determina el uso e impacto de las redes sociales como estrategias de marketing en las pymes de la muestra; y con el apoyo de instrumentos de recolección de datos tales como entrevistas a Gerentes de las PYMES y entrevistas realizadas a los mandos medios, con el fin de detectar posturas que tienen los mencionados en relación a los espacios interacción que establecen las PYMES. Se sugiere que las TIC´s y el uso de las redes sociales suministran a la empresa la extraordinaria capacidad de identificar y definir de forma precisas segmentos de consumidores, y establecer estrategias de marketing y comunicación totalmente adaptadas a las necesidades y requerimientos de ambas partes.
Social networks provide access to a significant amount of information, facilitating the creation of strategic knowledge about the consumer that simplifies the process of decision making. In Guayaquil it required research to analyze, evaluate and diagnose the use and impact of social networks in small and medium enterprises from the new frameworks that relations linking organizations and their audiences are developed (both internal and external). Which they are marked by wide spaces of interaction and co-responsibility. As explained earlier, this research seeks to carry out a detailed use and impact of social networking marketing strategy within 2 SMEs in the city of Guayaquil analysis: FONTAINE CHANTAL and AUTO ÁLVAREZ; NORTH OF THE CITY OF GUAYAQUIL, with the application of descriptive research that determines the use and impact of social networks as marketing strategies SMEs in the sample; and with the support of data collection instruments such as interviews with managers of SMEs and interviews of middle managers, in order to detect positions that are mentioned in relation to the interaction spaces that establish SMEs. It is suggested that the use of ICT and social networking supply the company's extraordinary ability to identify and define precise form consumer segments, and establish marketing and communication strategies fully adapted to the needs and requirements of both parties.
Social networks provide access to a significant amount of information, facilitating the creation of strategic knowledge about the consumer that simplifies the process of decision making. In Guayaquil it required research to analyze, evaluate and diagnose the use and impact of social networks in small and medium enterprises from the new frameworks that relations linking organizations and their audiences are developed (both internal and external). Which they are marked by wide spaces of interaction and co-responsibility. As explained earlier, this research seeks to carry out a detailed use and impact of social networking marketing strategy within 2 SMEs in the city of Guayaquil analysis: FONTAINE CHANTAL and AUTO ÁLVAREZ; NORTH OF THE CITY OF GUAYAQUIL, with the application of descriptive research that determines the use and impact of social networks as marketing strategies SMEs in the sample; and with the support of data collection instruments such as interviews with managers of SMEs and interviews of middle managers, in order to detect positions that are mentioned in relation to the interaction spaces that establish SMEs. It is suggested that the use of ICT and social networking supply the company's extraordinary ability to identify and define precise form consumer segments, and establish marketing and communication strategies fully adapted to the needs and requirements of both parties.
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REDES SOCIALES, CONOCIMIENTO ESTRATÉGICO, USO E IMPACTO DE LAS REDES, INTERACCIÓN Y CO-RESPONSABILIDAD