Estrategia de marketing digital para impulsar el comercio electrónico en la toma de pedidos de las tiendas de barrio del sur de Guayaquil
Fecha
2021
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Universidad de Guayaquil, Facultad de Ciencias Administrativas
Resumen
Las tiendas de barrios, son emprendimientos familiares emergentes son una parte esencial de la cadena de distribución alimentaria de los ecuatorianos y al mismo tiempo forman parte de la microeconomía del país, captan en su conjunto el 24% de los ingresos familiares destinados a satisfacer la canasta básica, logran emplear en forma directa a 300.000 trabajadores. La actual crisis sanitarias han hecho decrecer las ventas y los ingresos de todos los sectores productivos de nuestro país y este conglomerado llamado las tiendas de barrio no son ajenas a dicho fenómeno, el presente proyecto de investigación es un aporte que pretende impulsar el comercio electrónico desde este sector informal con la finalidad de involucrarlo a la nueva era y asegurar su permanencia en el tiempo. Recoge la experiencia de un proveedor de consumo masivo y su necesidad de desarrollar canales de comunicación digital que le permita estar en contacto son sus clientes a pesar de las restricciones sanitarias y que esa experiencia pueda ser replicada por las tiendas de barrios entre sus clientes y usuarios con la finalidad de alcanzar un bienestar común.
The neighborhood stores, are emerging family ventures, are an essential part of the food distribution chain of Ecuadorians and at the same time are part of the country's micro-economy, collectively capture 24% of the family income destined to satisfy the basket basic, they manage to directly employ 300,000 workers. The current health crisis has decreased sales and income in all productive sectors of our country and this conglomerate called neighborhood stores are not alien to this phenomenon, this research project is a contribution that aims to promote electronic commerce from this informal sector in order to involve it in the new era and ensure its permanence over time. It gathers the experience of a mass consumption provider and its need to develop digital communication channels that allow it to be in contact with its customers despite health restrictions and that this experience can be replicated by neighborhood stores among its customers and users in order to achieve a common welfare.
The neighborhood stores, are emerging family ventures, are an essential part of the food distribution chain of Ecuadorians and at the same time are part of the country's micro-economy, collectively capture 24% of the family income destined to satisfy the basket basic, they manage to directly employ 300,000 workers. The current health crisis has decreased sales and income in all productive sectors of our country and this conglomerate called neighborhood stores are not alien to this phenomenon, this research project is a contribution that aims to promote electronic commerce from this informal sector in order to involve it in the new era and ensure its permanence over time. It gathers the experience of a mass consumption provider and its need to develop digital communication channels that allow it to be in contact with its customers despite health restrictions and that this experience can be replicated by neighborhood stores among its customers and users in order to achieve a common welfare.
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Palabras clave
MARKETING, ESTRATEGIA DIGITAL, GESTIÓN DE PEDIDOS, DESARROLLO DE ESTRATEGIAS