Análisis del comercio electrónico como estrategia de negocio para pequeñas empresas en la ciudad de Guayaquil, período 2014-2018
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2019-03-27
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Universidad de Guayaquil. Facultad de Ciencias Económicas
Resumen
El presente trabajo investigativo tiene como objetivo principal analizar al comercio electrónico como estrategia de negocio para pequeñas empresas de la ciudad de Guayaquil, identificando sus beneficios y barreras, durante el periodo 2014-2018. El uso del comercio electrónico en Ecuador tiene un desarrollo limitado, esto debido al desconocimiento de esta plataforma, desconfianza a utilizar este medio, poca seguridad para suministrar datos de la tarjeta de crédito, falta de educación en compras online, mal uso del marketing online y la falta de información digital. En países desarrollados esta plataforma permite que pequeñas empresas puedan establecer estrategias eficientes de marketing y ventas, distribuir sus productos a clientes potenciales y obtener una cobertura de mercado nacional e internacional, utilizando como medio el internet y como instrumentos teléfonos inteligentes, computadoras y tabletas. Al final se establece una propuesta para mejorar el uso del comercio electrónico en las pequeñas empresas de la ciudad de Guayaquil.
The main objective of this research work is to analyze e-commerce as a business strategy for small businesses in the city of Guayaquil, identifying its benefits and barriers during the period 2014-2018. The use of electronic commerce in Ecuador has a limited development, due to ignorance of this platform, distrust to use this medium, little security to provide credit card information, lack of education in online purchases, misuse of online marketing and the lack of digital information. In developed countries, this platform allows small companies to establish efficient marketing and sales strategies, distribute their products to potential clients and obtain national and international market coverage, using the internet as a means and as instruments smart phones, computers and tablets. In the end, a proposal is established to improve the use of electronic commerce in small businesses in the city of Guayaquil
The main objective of this research work is to analyze e-commerce as a business strategy for small businesses in the city of Guayaquil, identifying its benefits and barriers during the period 2014-2018. The use of electronic commerce in Ecuador has a limited development, due to ignorance of this platform, distrust to use this medium, little security to provide credit card information, lack of education in online purchases, misuse of online marketing and the lack of digital information. In developed countries, this platform allows small companies to establish efficient marketing and sales strategies, distribute their products to potential clients and obtain national and international market coverage, using the internet as a means and as instruments smart phones, computers and tablets. In the end, a proposal is established to improve the use of electronic commerce in small businesses in the city of Guayaquil
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COMERCIO ELECTRÓNICO, PEQUEÑAS EMPRESAS, COMPETITIVIDAD, COBERTURA DE MERCADO