Desarrollo de estrategias de marketing para los establecimientos de comidas mediante el E-Marketplace
Fecha
2016
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Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
En el presente trabajo de titulación se aborda el tema e-Marketplace, una estrategia de marketing digital muy importante en los tiempos actuales en donde el internet se ha convertido en el medio de comunicación más usado a nivel mundial y las personas dedican gran parte de su tiempo al uso de sus dispositivos tecnológicos.
En consecuencia, estos avances tecnológicos han llevado las estrategias de publicidad a un nuevo nivel, dejando de lado medios tradicionales como radio, televisión, prensa escrita; dando paso a que las empresas adopten nuevas estrategias comerciales promocionando sus servicios o productos en ambientes virtuales para que así sus productos puedan llegar a un mayor número de clientes. Se realiza un análisis para conocer el porcentaje de clientes que en el sector de alimenticio hacen uso de esta estrategia de marketing y a su vez conocer su opinión acerca de la misma. Las páginas que ofrecen e-Marketplace funcionan a través de sistemas de estrategias Ganar/Ganar en base a este sistema proporciona ganancia tanto para la página como para los clientes que apuestan a este tipo de nuevas tendencias.
Ante los avances de la tecnología y la innovación en las estrategias de marketing, varios establecimientos ya han incursionado en el e-Marketplace, sin embargo, se encuentra cierta resistencia al cambio por parte de los establecimientos de venta comida puesto que consideran que los canales de marketing tradicional generan mayor confianza, los cuales en su medida son efectivos, pero que sucede cuando nos quedamos paralizados y no se invierte en innovación y los establecimientos y marcas no están a la vanguardia de los avances tecnológicos?
This paper is about the e-Marketplace, a very important digital marketing strategy these days, when the internet has become the most used communication media worldwide, and people spend a lot of time connected to their technological devices. Consequently, these technological has moved advertising strategies into a different level, where traditional media such as radio, television, print, etc. have been out aside allowing companies to adopt new business strategies using digital environments to promote their services or products so they can reach more customers. This paper presents an analysis in order to determine the level of food business which are already using the new strategy. Most of the e-Marketplace digital environments operate a Win / Win based system to generate both a gain in business. Most types of businesses are following the trend of using an e-marketplace strategy in order to meet needs of their. However, food businesses owners still believe that traditional marketing strategies are better for them. It is important to analyse what would happen to those who do not follow the new trends of doing business in a global world.
This paper is about the e-Marketplace, a very important digital marketing strategy these days, when the internet has become the most used communication media worldwide, and people spend a lot of time connected to their technological devices. Consequently, these technological has moved advertising strategies into a different level, where traditional media such as radio, television, print, etc. have been out aside allowing companies to adopt new business strategies using digital environments to promote their services or products so they can reach more customers. This paper presents an analysis in order to determine the level of food business which are already using the new strategy. Most of the e-Marketplace digital environments operate a Win / Win based system to generate both a gain in business. Most types of businesses are following the trend of using an e-marketplace strategy in order to meet needs of their. However, food businesses owners still believe that traditional marketing strategies are better for them. It is important to analyse what would happen to those who do not follow the new trends of doing business in a global world.
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Palabras clave
E-MARKETPLACE, MARKETING DIGITAL, ESTRATEGIA DE MARKETING