Estrategias de distribución y propuesta de valor de clubes deportivos, caso Kungang Net
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Fecha
2021
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Universidad de Guayaquil: Facultad de Comunicación Social
Resumen
Esta investigación estudia el Club Kungang Net, la perspectiva de sus clientes y su imagen como marca. Para comenzar con esto se dispuso problema, objetivos y delimitaciones; conocimos a fondo la historia del club a trabajar y estructuramos las bases legales que serán el sustento para el ofrecimiento en esta investigación. Se estudió al público a través de encuestas con el fin de conocer las fortalezas de la empresa y analizó a otros clubes bajo fichas de observación para conocer nuestras competencias en sectores aledaños, la información obtenida servirá para el desarrollo de estrategias de distribución. Además, se planteará una propuesta de valor en base a las fortalezas que este tiene al brindar sus servicios, con todo se realizará con el propósito de que el club fidelice a los clientes con los que cuenta actualmente y atraiga más clientes a sus filas. Por último, en las conclusiones se detalla los puntos relevantes encontrados en la investigación, así como las recomendaciones para complementar la propuesta planteada.
This research studies the Kungang Net Club, the perspective of its customers and its image as a brand. To begin with this problem, objectives and delimitations were established; We thoroughly knew the history of the club to work with and we structured the legal bases that will be the support for the offer in this investigation. The public was studied through surveys in order to know the strengths of the company and analyzed other clubs under observation sheets to know our skills in neighboring sectors, the information obtained will serve for the development of distribution strategies. In addition, a value proposition will be proposed based on the strengths that it has in providing its services, however it will be carried out with the purpose that the club loyalty to the clients it currently has and attract more clients to its ranks. Finally, the conclusions detail the relevant points found in the investigation, as well as the recommendations to complement the proposed proposal.
This research studies the Kungang Net Club, the perspective of its customers and its image as a brand. To begin with this problem, objectives and delimitations were established; We thoroughly knew the history of the club to work with and we structured the legal bases that will be the support for the offer in this investigation. The public was studied through surveys in order to know the strengths of the company and analyzed other clubs under observation sheets to know our skills in neighboring sectors, the information obtained will serve for the development of distribution strategies. In addition, a value proposition will be proposed based on the strengths that it has in providing its services, however it will be carried out with the purpose that the club loyalty to the clients it currently has and attract more clients to its ranks. Finally, the conclusions detail the relevant points found in the investigation, as well as the recommendations to complement the proposed proposal.
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CANAL DE DISTRIBUCIÓN, PERCEPCIÓN, ESTRATEGIAS, PROPUESTA DE VALOR
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