Estrategias de marketing digital para promover el posicionamiento de las Farmacias Comunitarias en el cantón Durán
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Fecha
2019
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Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
El presente proyecto de investigación tiene como objetivo principal desarrollar estrategias de marketing digital para promover el posicionamiento de las farmacias comunitarias en el cantón Durán. El marketing digital ha evolucionado rápidamente a través del tiempo, pasando del marketing tradicional al marketing mediante herramientas digitales la cual ayudaría a las empresas a tener mayor presencia en el mercado, esto a su vez presenta varios modelos acordes al proyecto de investigación. Para este proyecto se utilizó la metodología de enfoque mixto, esta se divide en cuantitativo la que se encarga de la recolección de datos mediante encuestas dirigida a una muestra de 384 personas del cantón Duran, mientras que en el cualitativo se utilizó la entrevista dirigida al Jefe Nacional de Farmacias Comunitarias para obtener datos no numéricos la cual nos ayudaría a conocer los problemas que tienen, es de tipo no experimental y con alcance descriptivo, analizando las herramientas más utilizadas se obtuvo un modelo de estrategias del marketing digital basada en creación de motores de búsqueda, email marketing, marketing en redes sociales, Mobile marketing y Sitio web que permitirán a las farmacia comunitarias de Durán mejorar su posicionamiento en el mercado.
The main objective of this research project is to develop digital marketing strategies to promote the positioning of community pharmacies in the canton of Durán. Digital marketing has evolved rapidly over time, moving from traditional marketing to marketing using digital tools which would help companies to have a greater presence in the market, this in turn presents several models according to the research project. For this project the mixed approach methodology was used, it is divided into quantitative which is responsible for the collection of data through surveys aimed at a sample of 384 people from the canton Duran, while in the qualitative the interview was used aimed at the National Head of Community Pharmacies to obtain non-numerical data which would help us to know the problems they have, is non-experimental and with descriptive scope, analyzing the most used tools was obtained a model of Digital marketing strategies based on search engine creation, email marketing, social media marketing, Mobile marketing and Website that will allow Durán community pharmacies to improve their market positioning.
The main objective of this research project is to develop digital marketing strategies to promote the positioning of community pharmacies in the canton of Durán. Digital marketing has evolved rapidly over time, moving from traditional marketing to marketing using digital tools which would help companies to have a greater presence in the market, this in turn presents several models according to the research project. For this project the mixed approach methodology was used, it is divided into quantitative which is responsible for the collection of data through surveys aimed at a sample of 384 people from the canton Duran, while in the qualitative the interview was used aimed at the National Head of Community Pharmacies to obtain non-numerical data which would help us to know the problems they have, is non-experimental and with descriptive scope, analyzing the most used tools was obtained a model of Digital marketing strategies based on search engine creation, email marketing, social media marketing, Mobile marketing and Website that will allow Durán community pharmacies to improve their market positioning.
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MARKETING DIGITAL, ESTRATEGIAS, POSICIONAMIENTO, FARMACIAS