El rol del e-marketing en el uso de las aplicaciones móviles en la Ciudad de Guayaquil
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Fecha
2017
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Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
El presente trabajo de titulación cuenta como objetivo principal, conocer el rol del e-marketing en la utilización de las Apps por parte del mercado de la ciudad de Guayaquil, pudiendo determinar los beneficios que obtendrían las empresas o personas naturales que empleen herramientas tecnológicas para desarrollar sus negocios, así como lograr mejorar el acceso a las Apps móviles, tanto por parte del mercado en general, así como para las pequeñas y medianas empresas.
Como punto inicial para la evaluación de la problemática de estudio, se estableció la importancia de las aplicaciones móviles en el mercado guayaquileño. Luego, en el capítulo 2, se identificaron los principales referentes teóricos necesarios con el fin de esquematizar la propuesta. Por medio de la realización de encuestas a poseedores de Smartphone en la ciudad de Guayaquil, se pudo evidenciar el auge de estos dispositivos electrónicos en la urbe porteña, con el fin de fundamentar la importancia del desarrollo de los mismos como parte de la propuesta basado en un Plan de Marketing para promover la utilización de las Apps móviles.
The main objective of this title work is to know the role of e-marketing in the use of the apps by the market of the city of Guayaquil, being able to determine the benefits that would obtain the companies or natural persons that employ technological tools to develop their businesses , as well as the acceptance by the target market, contributing to the development of Ecuador's technological sector, as well as improving access to mobile apps, both by the market in general, as well as for small and medium enterprises. As a starting point for the evaluation of the study problem, the importance of mobile applications in the Guayaquil market was established. Then, in Chapter 2, the main theoretical references needed were identified in order to outline the proposal. Through the conduction of surveys to smartphone holders in the city of Guayaquil, it was possible to highlight the rise of these electronic devices, in order to substantiate the importance of the development of them as part of the proposal based on a Marketing Plan to promote the use of mobile apps.
The main objective of this title work is to know the role of e-marketing in the use of the apps by the market of the city of Guayaquil, being able to determine the benefits that would obtain the companies or natural persons that employ technological tools to develop their businesses , as well as the acceptance by the target market, contributing to the development of Ecuador's technological sector, as well as improving access to mobile apps, both by the market in general, as well as for small and medium enterprises. As a starting point for the evaluation of the study problem, the importance of mobile applications in the Guayaquil market was established. Then, in Chapter 2, the main theoretical references needed were identified in order to outline the proposal. Through the conduction of surveys to smartphone holders in the city of Guayaquil, it was possible to highlight the rise of these electronic devices, in order to substantiate the importance of the development of them as part of the proposal based on a Marketing Plan to promote the use of mobile apps.
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Palabras clave
E-MARKETING, APP PYMES, INTERNET