Diseño de estrategias de marketing social en promover la legalización de los emprendimientos informales dela Ciudadela el recreo para el Gad del Cantón Durán año 2016
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2016
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Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
En vista de lo importante que representa desarrollar un proyecto de titulación, que muestre en lo posible, una relación entre el conocimiento la experiencia y la dedicación asociado a las necesidades de los informales, se realizó como proyecto de investigación, un diseño de estrategias de marketing social en la ciudadela El Recreo cantón Durán, como alternativa para que los comerciantes informales cuenten con las herramientas necesarias para que formen parte del proyecto de legalización “formalízate”.
En esta propuesta, provee herramientas para concretar una idea amplia por lo que sus objetivos principales son posesionar la campaña de marketing social y utilizar los medios de comunicación, para que esta sea difundida de una manera masiva, la cual presentara beneficios y requerimientos básicos para formar parte de la legalización, y ser parte del desarrollo comercial de la ciudad y de sus habitantes.
Dentro del proyecto de investigación se describe en el primer capítulo un marco teórico cuya finalidad es facilitar al lector la mayor comprensión referente al marketing social y emprendimiento informal, en el segundo capítulo se expone la metodología utilizada, es decir, descriptiva de campo permitiendo conocer la causa principal mediante los instrumentos seleccionados tales como: encuestas a emprendedores formales e informales; por otro lado, las entrevistas a empleadores del GAD Municipal de Durán, experto en emprendimientos y en marketing. A través de ello se obtuvo resultados que sirvieron de apoyo para el desarrollo del capítulo tres la propuesta ya mencionada en el párrafo anterior. Este proyecto finaliza en las conclusiones y recomendaciones.
Given the importance of developing a degree project, this research work was carried out to show as much as possible the relationship between knowledge, experience and dedication associated with the needs of informal businesses. It is a design ofsocial marketing strategies in the citadel El Recreo, Durán County, as an alternative so that informal businessescan have the necessary tools to become part of the proposed legalization process, "Formalízate". This proposalprovides tools to take a broad idea,whose main objectives are positioning through a social marketing campaign and use of the media, so that it is disseminated on a massive scale. This represents benefits and basic requirements to form part of the legalization process, in order to become part of the commercial development of the city and its inhabitants. In the research project, the first chapter describes a theoretical framework which aims to provide the reader with greater understanding regarding social marketing and informal entrepreneurship. The second chapter describes the methodology used, such as a description of the field which permitted understanding the main causes through selected instruments such as surveys of formal and informal entrepreneurs. On the other hand, interviews were conducted with employers of the GAD,City of Duran, experts in entrepreneurship and marketing. By way of this research, the results obtained support the development of chapter three, the proposal already mentioned in the previous paragraph. This proyect ends with various conclusions and recommendations.
Given the importance of developing a degree project, this research work was carried out to show as much as possible the relationship between knowledge, experience and dedication associated with the needs of informal businesses. It is a design ofsocial marketing strategies in the citadel El Recreo, Durán County, as an alternative so that informal businessescan have the necessary tools to become part of the proposed legalization process, "Formalízate". This proposalprovides tools to take a broad idea,whose main objectives are positioning through a social marketing campaign and use of the media, so that it is disseminated on a massive scale. This represents benefits and basic requirements to form part of the legalization process, in order to become part of the commercial development of the city and its inhabitants. In the research project, the first chapter describes a theoretical framework which aims to provide the reader with greater understanding regarding social marketing and informal entrepreneurship. The second chapter describes the methodology used, such as a description of the field which permitted understanding the main causes through selected instruments such as surveys of formal and informal entrepreneurs. On the other hand, interviews were conducted with employers of the GAD,City of Duran, experts in entrepreneurship and marketing. By way of this research, the results obtained support the development of chapter three, the proposal already mentioned in the previous paragraph. This proyect ends with various conclusions and recommendations.
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MARKETING SOLCIAL, INFORMALIDAD, EMPRENDIMIENTO, GAD