Diseño de estrategias comerciales para incrementar los niveles de rentabilidad del medio digital la posta año 2022
Fecha
2021
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Universidad de Guayaquil, Facultad de Ciencias Administrativas
Resumen
El desarrollo de estrategias comerciales en el ámbito de los medios de difusión digital se convierte en una de las necesidades manifiestas de muchos emprendedores de este sector, siendo el internet el mejor aliado para estos fines. En este sentido, los medios de difusión actualmente están enmarcados en una economía global digital, que requiere de transformaciones constantes que ayuden a favorecer los mejores escenarios competitivos para su éxito futuro. Bajo esta óptica, el presente proyecto de investigación tiene como objetivo bosquejar el diseño de propuestas en la programación del medio de comunicación digital La Posta como principal estrategia para favorecer su gestión comercial y posicionamiento en el mercado. Para ello, como parte de la metodología, se realizó un diagnóstico del medio digital La Posta, a través de la elaboración de encuestas a consumidores de su programación digital. Los usuarios de este medio poseen un rango de edad entre los 12 y 60 años; las personas consultadas conformaron una muestra de 384 suscriptores. Del total de encuestados, se estableció que el principal segmento consumidor de la programación de La Posta se encuentra entre los 18 y 49 años de edad, razón por la cual las estrategias y propuestas de programación se enfocaron en este grupo etario. Con los resultados del estudio por medio del establecimiento de encuestas se realizó un análisis del mercado, de los gustos y preferencias de los consumidores de La Posta y un diagnóstico actualizado de este medio de comunicación con relación a otros medios considerados su competencia directa.
Como conclusión, se establece que el diseño de estrategias comerciales basadas en la creación de una nueva programación sí fortalecerá los ingresos económicos de este medio de comunicación digital.
The development of business strategies in the field of digital media has become one of the manifest needs of many entrepreneurs in this sector, with the Internet being the best ally for these purposes. In this sense, the media are currently framed in a global digital economy, which requires constant transformations that help favor the best competitive scenarios for its future success. Under this perspective, this research project aims to outline the design of a proposal in the programming of the digital communication medium La Posta as a commercial strategy to favor its commercial management and positioning in the market. For this, as part of the methodology, a diagnosis of the La Posta digital medium was carried out, through the elaboration of consumer surveys of its digital programming. Users of this medium have an age range between 12 and 60 years; the people consulted made up a sample of 384 subscribers. Of the total number of respondents, it was established that the main consumer segment of La Posta's programming is between 18 and 49 years of age, which is why the strategy and proposal focused on this age group. With the results of the study through the establishment of surveys, an analysis of the market, of the tastes and preferences of La Posta consumers and an updated diagnosis of this means of communication in relation to other means considered its direct competition was carried out. As a conclusion, it is established that the design of commercial strategies based on the creation of a new programming will strengthen the economic income of this digital communication media.
The development of business strategies in the field of digital media has become one of the manifest needs of many entrepreneurs in this sector, with the Internet being the best ally for these purposes. In this sense, the media are currently framed in a global digital economy, which requires constant transformations that help favor the best competitive scenarios for its future success. Under this perspective, this research project aims to outline the design of a proposal in the programming of the digital communication medium La Posta as a commercial strategy to favor its commercial management and positioning in the market. For this, as part of the methodology, a diagnosis of the La Posta digital medium was carried out, through the elaboration of consumer surveys of its digital programming. Users of this medium have an age range between 12 and 60 years; the people consulted made up a sample of 384 subscribers. Of the total number of respondents, it was established that the main consumer segment of La Posta's programming is between 18 and 49 years of age, which is why the strategy and proposal focused on this age group. With the results of the study through the establishment of surveys, an analysis of the market, of the tastes and preferences of La Posta consumers and an updated diagnosis of this means of communication in relation to other means considered its direct competition was carried out. As a conclusion, it is established that the design of commercial strategies based on the creation of a new programming will strengthen the economic income of this digital communication media.
Descripción
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Palabras clave
ESTRATEGIAS COMERCIALES, DIFUSIÓN DIGITAL, GESTIÓN COMERCIAL, MEDIO DIGITAL
Citación
APA