Diseño de un modelo de comercio electrónico b2c como nuevo canal de comercialización para oriental Industria Alimenticia.
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Fecha
2021
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Universidad de Guayaquil, Facultad de Ciencias Administrativas
Resumen
El presente proyecto de investigación tiene como objeto de estudio a la empresa Oriental Industrias Alimenticias, la cual, en estos tiempos de pandemia, busca mantener una comunicación fluida con el consumidor final, ante esto, se tiene como objetivo general diseñar un modelo de comercio electrónico para Oriental Industria Alimenticia como un nuevo canal de comercialización que permita una comunicación bidireccional con su consumidor final, para el cumplimiento de este objetivo, se aplicó una metodología basada en un tipo de investigación exploratoria y descriptiva, adicionalmente, se usó como técnica de recolección de información la encuesta, donde se obtuvo como resultado que los actuales consumidores finales de la empresa Oriental Industrias Alimenticias, consideran oportuno la mejora en la comunicación de la empresas con los mismos, por lo tanto, se propuso la creación de un canal de comercialización digital a la cual se llamó Oriental Shop donde los consumidores finales pueden realizar sus respectivas compras sin necesidad de salir de sus hogares.
This research project aims to study the Oriental Food Industries company, which, in these times of pandemic, seeks to maintain fluid communication with the end consumer, in view of this, the general objective is to design an electronic commerce model for Oriental Industria Alimenticia as a new marketing channel that allows two-way communication with its final consumer, for the fulfillment of this objective, a methodology based on a type of exploratory and descriptive research was applied, additionally, it was used as a collection technique of information from the survey, where it was obtained as a result that the current final consumers of the Oriental Industrias Alimenticias company, consider the improvement in the communication of the companies with them opportune, therefore, the creation of a digital marketing channel was proposed to which was called Oriental Shop where final consumers can rea Lizar their respective purchases without having to leave their homes.
This research project aims to study the Oriental Food Industries company, which, in these times of pandemic, seeks to maintain fluid communication with the end consumer, in view of this, the general objective is to design an electronic commerce model for Oriental Industria Alimenticia as a new marketing channel that allows two-way communication with its final consumer, for the fulfillment of this objective, a methodology based on a type of exploratory and descriptive research was applied, additionally, it was used as a collection technique of information from the survey, where it was obtained as a result that the current final consumers of the Oriental Industrias Alimenticias company, consider the improvement in the communication of the companies with them opportune, therefore, the creation of a digital marketing channel was proposed to which was called Oriental Shop where final consumers can rea Lizar their respective purchases without having to leave their homes.
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CANAL DE COMERCIALIZACIÓN, COMUNICACIÓN BIDIRECCIONAL, CONSUMIDOR FINAL, MARKETING DIGITAL