Estrategias de marketing digital para el emprendimiento modas olga.ec en la ciudad de Guayaquil, año 2020
Fecha
2020
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Universidad de Guayaquil Facultad de Ciencias Administración
Resumen
Las tendencias de la moda han influenciado en la cultura del consumo a través de los años,
muchas empresas han apostado a este sector creando marcas reconocidas a nivel mundial. La
presente investigación denominada “Estrategias de marketing digital para el emprendimiento
Modas Olga.ec” se elaboró con el objetivo de diseñar estrategias que ayuden a obtener
reconocimiento de la marca en medios digitales, para ello se procedió a utilizar una
metodología con enfoque mixto, mediante entrevista se determinó la situación actual del
negocio, a través de encuestas realizadas a clientes y público objetivo; el comportamiento de
compras online de ropa, factores que influyen en la decisión de compra, en que plataformas
compran ropa online, cuanto reconocimiento tiene actualmente el negocio. Se evidenció que
Modas Olga.ec necesita la implementación de estrategias digitales para obtener
reconocimiento en el mercado, que los atributos importantes que consideran en el momento
de comprar ropa son; calidad, variedad de estilos y precio, que el servicio en línea, las
promociones y las referencias de los productos son factores que influyen en la decisión de
compra. Finalmente se realizó una propuesta orientada al uso de redes sociales y sitio web
como plataformas para promover la marca así como los indicadores que servirán de alerta
para cambiar las estrategias descritas cuando estas no sean efectivas.
Fashion trends have influenced consumer culture over the years, many companies have bet on this sector creating world-renowned brands. This research called "Digital marketing strategies for entrepreneurship Modas Olga.ec" was developed with the aim of design strategies that help gain recognition of your brand in digital media, for this we proceeded to use a methodology with a mixed approach, through interview the current situation of the business was determined, through surveys carried out with clients and target audience; the behavior of online clothing purchases, factors that influence the purchase decision, in which platforms they buy clothing online, how much recognition the business currently has. It was evidenced that Modas Olga.ec needs the implementation of digital strategies to obtain recognition in the market, that the important attributes that are considered when buying clothes are; quality, variety of styles and price, that the online service, the promotions and the references of the products are factors that influence the purchase decision. Finally, a proposal was made aimed at the use of social networks and the website as platforms to promote the brand, as well as the indicators that will serve as a warning to change the strategies described when they are not effective.
Fashion trends have influenced consumer culture over the years, many companies have bet on this sector creating world-renowned brands. This research called "Digital marketing strategies for entrepreneurship Modas Olga.ec" was developed with the aim of design strategies that help gain recognition of your brand in digital media, for this we proceeded to use a methodology with a mixed approach, through interview the current situation of the business was determined, through surveys carried out with clients and target audience; the behavior of online clothing purchases, factors that influence the purchase decision, in which platforms they buy clothing online, how much recognition the business currently has. It was evidenced that Modas Olga.ec needs the implementation of digital strategies to obtain recognition in the market, that the important attributes that are considered when buying clothes are; quality, variety of styles and price, that the online service, the promotions and the references of the products are factors that influence the purchase decision. Finally, a proposal was made aimed at the use of social networks and the website as platforms to promote the brand, as well as the indicators that will serve as a warning to change the strategies described when they are not effective.
Descripción
Palabras clave
ESTRATEGIAS, MARKETING DIGITAL, MODA, CONFECCIONES