Análisis del marketing digital en las pymes de la ciudad de guayaquil año 2015-2019
Fecha
2020
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Universidad de Guayaquil, Facultad de Ciencias Adminiatrativas
Resumen
El presente proyecto se realiza con el objetivo de analizar un factor muy importante
para las empresas, como es el posicionamiento en el mercado que genera el marketing
digital para las pymes en la ciudad de Guayaquil año 2015-2019; de la actividad del
sector económico: “Restaurantes, Cevicherías, Picanterías, Cafeterías, etcétera, incluido
comida para llevar”. Tomando en cuenta las estrategias que cada empresa usa para estar
en la mente de los consumidores.
Este trabajo se realizó aplicando el método de investigación descriptivo con enfoque
cuantitativo mediante encuestas y una guía de observación como herramientas de
análisis a las pymes de la ciudad de Guayaquil del sector económico antes mencionado;
tomando como referencia el cumplimiento de ciertos parámetros como, tener activos sus
perfiles sociales en Facebook e Instagram y el comportamiento de publicaciones e
interacciones entre los años 2015 al 2019.
Entre los principales resultados encontrados se destaca lo siguiente, en la actualidad
más pymes usan las redes sociales para la publicidad de sus actividades comerciales;
además se encontraron falencias correspondientes al manejo de las estrategias de
marketing afectando al posicionamiento de sus marcas. Debido a esto se proponen
estrategias sugeridas por expertos en marketing reflejadas en el marco teórico.
The present project is carried out with the objective of analyzing a very important factor for the companies, as it is the positioning in the market that generates the digital marketing for the SMEs in the city of Guayaquil years 2015-2019; of the activity of the economic sector: “Restaurants, cevicherias, Picanterias, Cafés, etc., including takeaway food”. Considering the strategies each company uses to be in the minds of consumers. This work was carried out by applying the descriptive research method with a quantitative approach through surveys and an observation guide as analysis tools to the SMEs of the city of Guayaquil of the economic sector mentioned above; Based on compliance with certain parameters such as, having active social profiles on Facebook and Instagram and the behavior of publications and interactions between the years 2015 and 2019. Among the main results found is the following, more SMEs currently use social media to advertise their business activities; in addition, shortcomings were found corresponding to the management of marketing strategies affecting the positioning of their brands. Because of this, strategies suggested by marketing experts are proposed as reflected in the theoretical framework.
The present project is carried out with the objective of analyzing a very important factor for the companies, as it is the positioning in the market that generates the digital marketing for the SMEs in the city of Guayaquil years 2015-2019; of the activity of the economic sector: “Restaurants, cevicherias, Picanterias, Cafés, etc., including takeaway food”. Considering the strategies each company uses to be in the minds of consumers. This work was carried out by applying the descriptive research method with a quantitative approach through surveys and an observation guide as analysis tools to the SMEs of the city of Guayaquil of the economic sector mentioned above; Based on compliance with certain parameters such as, having active social profiles on Facebook and Instagram and the behavior of publications and interactions between the years 2015 and 2019. Among the main results found is the following, more SMEs currently use social media to advertise their business activities; in addition, shortcomings were found corresponding to the management of marketing strategies affecting the positioning of their brands. Because of this, strategies suggested by marketing experts are proposed as reflected in the theoretical framework.
Descripción
Palabras clave
MARKETING DIGITAL, PYMES, POSICIONAMIENTO