Estrategia de E-commerce colaborativo de Fundación Ciudad Mujer, para el desarrollo de un plan comunicacional 360
Fecha
2021
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Universidad de Guayaquil: Facultad de Comunicación Social
Resumen
El presente estudio abarca el análisis de la estrategia de e-commerce colaborativo en Fundación Ciudad Mujer, para su desarrollo se recurre al enfoque mixto, ya que, emplea técnicas cualitativas y cuantitativas para la recopilación de información. Dentro del enfoque cuantitativo se llevó a cabo encuestas, las cuales fueron efectuadas a los emprendedores que pertenecen a la plataforma virtual, por otro lado, en el enfoque cualitativo se efectuó entrevistas dirigidas al profesional de la gestión de la comunicación organizacional, así como también, a una de las representantes de la fundación, se efectuaron con la finalidad de conocer la percepción de los entrevistados. Por último, se efectuó un diagnóstico de la tienda “Una mano 5.0”, las observaciones recabadas fueron colocadas en fichas para su mejor visualización e interpretación. Por lo tanto, la finalidad de este estudio es poder elaborar un plan comunicacional integral que permitan a impulsar el proyecto de la fundación.
The present study covers the analysis of the collaborative e-commerce strategy at “Ciudad Mujer Foundation”. For its development mixed approach has been used. Thus, it uses qualitative and quantitative techniques for the collection of information. Within the quantitative approach, surveys were done, which were carried out to entrepreneurs belonging to the virtual platform. On the other hand, in the qualitative approach interviews were conducted, aimed at the professional of the management of the organizational communication. As well as, one of the representatives of the foundation was interviewed in order to know their point of view. Finally, a diagnosis was made of the “One Hand 5.0” store, the observations collected were placed on sheets for best viewing and interpretation. Therefore, the aim of this study is to be able to develop an integral communicational plan that will enable the foundation's project to be promoted.benefits of internal control and as improve profitability by improving management processes.
The present study covers the analysis of the collaborative e-commerce strategy at “Ciudad Mujer Foundation”. For its development mixed approach has been used. Thus, it uses qualitative and quantitative techniques for the collection of information. Within the quantitative approach, surveys were done, which were carried out to entrepreneurs belonging to the virtual platform. On the other hand, in the qualitative approach interviews were conducted, aimed at the professional of the management of the organizational communication. As well as, one of the representatives of the foundation was interviewed in order to know their point of view. Finally, a diagnosis was made of the “One Hand 5.0” store, the observations collected were placed on sheets for best viewing and interpretation. Therefore, the aim of this study is to be able to develop an integral communicational plan that will enable the foundation's project to be promoted.benefits of internal control and as improve profitability by improving management processes.
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Palabras clave
COMERCIO ELECTRÓNICO, E-COMMERCE COLABORATIVO, COMUNICACIÓN 360, CAMPAÑA PUBLICITARIA
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