Identidad Visual Corporativa y su aplicación en medios digitales de las microempresas del sector textil de la Economía Solidaria, Guayaquil.
Fecha
2020-10
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Universidad de Guayaquil: Facultad de Comunicación Social
Resumen
El presente proyecto de investigación se tomó como objeto de estudio la Identidad Visual Corporativa de la Economía Popular y Solidaria (IVEPS), proyecto desarrollado por el Fondo Competitivo de Investigación (FCI), que se ejecutó en la Universidad de Guayaquil junto con los estudiantes y docentes de la carrera de Diseño Gráfico. El resultado de este proyecto surgió del seguimiento a 52 Asociaciones de este organismo que participaron en proyecto de Identidad Visual de la Economía Popular y Solidaria (IVEPS) las mismas que lograron obtener su Identidad Visual Corporativa, la investigación se realizó mediante ciertos parámetros, uno de ellos fue el detalle Search Engine Optimization (SEO) de las organizaciones y su manejo en redes sociales para adquirir una mejor presencia en el mercado digital, se realizó una investigación Cualitativa en la que se desarrollaron dos puntos, el primero fue entrevistar a un porcentaje de los representantes legales de las organizaciones para conocer su percepción acerca del manejo de la marca en las redes sociales y cómo segundo punto, se analizaron cada una de las redes sociales de las 52 organizaciones del sector textil de la Economía Popular y Solidaria (EPS) , para medir el impacto que tienen las organizaciones en redes sociales, el análisis investigativo tiene como propósito la creación de un manual digital básico para el manejo de las Redes Sociales Facebook e Instagram, el cual estará en la plataforma del proyecto Identidad Visual Corporativa de la Economía Popular y Solidaria (IVEPS). Sería un gran aporte para todas las organizaciones y a su vez se pueda expandir a los microempresarios que recién inician con un emprendimiento, y de esta manera puedan desarrollar de mejor manera el manejo de sus cuentas y lograr un mayor posicionamiento de presencia de su marca en estos sitios digitales.
The present research project was taken as object of study the Corporate Visual Identity of the Popular and Solidarity Economy (IVEPS), a project developed by the Competitive Research Fund (FCI), which was carried out at the University of Guayaquil together with the students and teachers of the Graphic Design career. The result of this project arose from the monitoring of 52 Associations of this body that participated in the Visual Identity of the Popular and Solidarity Economy (IVEPS) project, which managed to obtain their Corporate Visual Identity, the research was carried out using certain parameters, one of They were the Search Engine Optimization (SEO) details of the organizations and their management in social networks to acquire a better presence in the digital market, a Qualitative investigation was carried out in which two points were developed, the first was to interview a percentage of the legal representatives of the organizations to know their perception about the management of the brand in social networks and as a second point, each of the social networks of the 52 organizations of the textile sector of the Popular and Solidarity Economy (EPS) were analyzed, to measure the impact that organizations have in social networks, the investigative analysis aims to create a digital manual to the basic one for the management of Social Networks Facebook and Instagram, which will be on the platform of the Corporate Visual Identity of the Popular and Solidarity Economy (IVEPS) project. It would be a great contribution to all organizations and at the same time it can be expanded to micro entrepreneurs who are just starting a business, and in this way they can better develop the management of their accounts and achieve a greater positioning of their brand presence in these digital sites.
The present research project was taken as object of study the Corporate Visual Identity of the Popular and Solidarity Economy (IVEPS), a project developed by the Competitive Research Fund (FCI), which was carried out at the University of Guayaquil together with the students and teachers of the Graphic Design career. The result of this project arose from the monitoring of 52 Associations of this body that participated in the Visual Identity of the Popular and Solidarity Economy (IVEPS) project, which managed to obtain their Corporate Visual Identity, the research was carried out using certain parameters, one of They were the Search Engine Optimization (SEO) details of the organizations and their management in social networks to acquire a better presence in the digital market, a Qualitative investigation was carried out in which two points were developed, the first was to interview a percentage of the legal representatives of the organizations to know their perception about the management of the brand in social networks and as a second point, each of the social networks of the 52 organizations of the textile sector of the Popular and Solidarity Economy (EPS) were analyzed, to measure the impact that organizations have in social networks, the investigative analysis aims to create a digital manual to the basic one for the management of Social Networks Facebook and Instagram, which will be on the platform of the Corporate Visual Identity of the Popular and Solidarity Economy (IVEPS) project. It would be a great contribution to all organizations and at the same time it can be expanded to micro entrepreneurs who are just starting a business, and in this way they can better develop the management of their accounts and achieve a greater positioning of their brand presence in these digital sites.
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Palabras clave
IDENTIDAD VISUAL CORPORATIVA, MANUAL DIGITAL, REDES SOCIALES, FACEBOOK
Citación
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