Análisis de las estrategias de marketing para una revista ecuatoriana especializada en logística, para el sector logístico de la Ciudad de Guayaquil
Fecha
2017
Autores
Título de la revista
ISSN de la revista
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Editor
Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
El propósito de la presente investigación es brindar estrategias de comunicación escrita y digital utilizando el marketing correcto para empresas y profesionales especializados en el sector logístico de la ciudad de Guayaquil, con el objetivo de facilitar y generar acceso a un medio estratégico comercial donde pueda presentarse y hacerse visibles en el mundo competitivo y como deben llegar a diferenciarse. La metodología que se utilizó fue exploratoria y descriptiva con un enfoque en el análisis cualitativo y cuantitativo. Se pudo verificar la falta de confianza que el sector logístico tiene en como publicitarse de forma efectiva en el medio. Se identificó en los profesionales de logística las tendencias, hábitos, tipos de investigación y que métodos utilizan para investigar su campo de conocimiento especializado, cuales son las mejoras que se deben aplicar para ser más atractivo su nivel competitivo. Dentro de los resultados de esta investigación nos brinda una opción para concientizar la importancia que tiene el mercadeo como tal en un campo que aunque no parezca accesible debe tener su perfil comercial.
The purpose of this research is to provide written and digital communication strategies using the correct marketing for companies and professionals specialized in the logistics sector of the city of Guayaquil, with the aim of facilitating and generating access to a strategic commercial environment where it can be presented and become visible in the competitive world and how they must differentiate themselves. The methodology used was exploratory and descriptive with a focus on qualitative and quantitative analysis. It was possible to verify the lack of confidence that the logistics sector has in how to advertise effectively in the medium. Logistics professionals identified the trends, habits, types of research and methods used to investigate their field of specialized knowledge, which are the improvements that must be applied to be more attractive to their competitive level. Within the results of this research, it offers us an option to raise awareness of the importance of marketing as such in a field that, although it does not seem accessible, must have its commercial profile.
The purpose of this research is to provide written and digital communication strategies using the correct marketing for companies and professionals specialized in the logistics sector of the city of Guayaquil, with the aim of facilitating and generating access to a strategic commercial environment where it can be presented and become visible in the competitive world and how they must differentiate themselves. The methodology used was exploratory and descriptive with a focus on qualitative and quantitative analysis. It was possible to verify the lack of confidence that the logistics sector has in how to advertise effectively in the medium. Logistics professionals identified the trends, habits, types of research and methods used to investigate their field of specialized knowledge, which are the improvements that must be applied to be more attractive to their competitive level. Within the results of this research, it offers us an option to raise awareness of the importance of marketing as such in a field that, although it does not seem accessible, must have its commercial profile.
Descripción
Palabras clave
MERCADO LOGÍSTICO, TENDENCIA COMERCIAL, MEDIO DE COMUNICACIÓN