Elaboracion de una propuesta de estrategia E-business para el cluster de pymes de repuestos del sector automotriz en la Ciudad de Guayaquil
Fecha
2017
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Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
El comercio en la actualidad se ha visto influenciado por la tecnología, cambiando la forma de hacer comercio a través de distintas herramientas tecnológicas, tanto así que lo digital se ha convertido en parte fundamental de los negocios y de la experiencia de compra que se ofrece al cliente. El objetivo principal de este proyecto es el de elaborar una estrategia e-business para la clusterización de las PYMES de repuestos automotrices en la ciudad de Guayaquil, identificando los medios de comunicación que emplean para promocionar sus productos y en algunos casos servicios.
A nivel mundial existen estrategias basadas en medios digital por parte de empresas que ofrecen repuestos automotrices, y conociendo la situación del medio local, lo que se pretende con este estudio es diseñar un portal web donde participen las empresas de repuestos automotrices, brindándoles la oportunidad de que puedan vender sus productos por este medio, accediendo nuevos mercados, generando ventajas competitivas, posicionamiento y sustentabilidad en un entorno globalizado.
Mediante un proceso de investigación no experimental de tipo descriptiva bajo un enfoque cuantitativo, realizado a una muestra de cuarenta PYMES de repuestos automotrices, se ha evidenciado que el actual entorno, demanda innovación en todos los sectores, por lo cual se presenta una propuesta de estrategias de negocios digitales, con la sugerencia de implementar e-commerce, creando valor para las PYMES de repuestos automotrices, de acuerdo con los resultados de los datos investigados.
Today, commerce has been influenced by technology, changing the way of doing business through different technological tools, so much so that digital has become a fundamental part of business and the shopping experience offered to client. The main objective of this project is to elaborate an e-business strategy for the clustering of the automotive spare parts SMEs in the city of Guayaquil, identifying the means of communication that they use to promote their products and in some cases services. At the global level there are strategies based on digital media by companies that offer automotive parts, and knowing the situation of the local environment, what is intended with this study is to design a web portal where auto parts companies participate, giving them the opportunity to that can sell their products by this means, accessing new markets, generating competitive advantages, positioning and sustainability in a globalized environment. Through a non-experimental, descriptive research process under a quantitative approach, carried out on a sample of forty SMEs of automotive spare parts, it has been shown that the current environment demands innovation in all sectors, for which a proposal of strategies is presented of digital businesses, with the suggestion of implementing e-commerce, creating value for the SMEs of automotive spare parts, according to the results of the investigated data.
Today, commerce has been influenced by technology, changing the way of doing business through different technological tools, so much so that digital has become a fundamental part of business and the shopping experience offered to client. The main objective of this project is to elaborate an e-business strategy for the clustering of the automotive spare parts SMEs in the city of Guayaquil, identifying the means of communication that they use to promote their products and in some cases services. At the global level there are strategies based on digital media by companies that offer automotive parts, and knowing the situation of the local environment, what is intended with this study is to design a web portal where auto parts companies participate, giving them the opportunity to that can sell their products by this means, accessing new markets, generating competitive advantages, positioning and sustainability in a globalized environment. Through a non-experimental, descriptive research process under a quantitative approach, carried out on a sample of forty SMEs of automotive spare parts, it has been shown that the current environment demands innovation in all sectors, for which a proposal of strategies is presented of digital businesses, with the suggestion of implementing e-commerce, creating value for the SMEs of automotive spare parts, according to the results of the investigated data.
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CLÚSTER, E-COMMERCE, ESTRATEGIA DE NEGOCIO, PORTAL WEB