Marketing Digital y Comercio Electrónico

Permanent URI for this collectionhttp://repositorio.uta.edu.ec/handle/123456789/27879

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Subject: search.filters.subject.INNOVACIÓN

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    Marketing digital destinado al desarrollo del e-commerce en el sector del calzado.
    (Universidad Técnica de Ambato. Facultad de Ciencias Administrativas. Maestría en Marketing Digital y Comercio Electrónico, 2018) Gudiño Tapia, Nora Isabel; Calvache Vargas, César Maximiliano
    The Footwear Company LIWI is an Ambateña company, producer of high quality footwear, with stability in the local and national market, which was considered in the study as a benchmark within its sector. The problem of research stems from the fact that the LIWI Footwear Company has not been able to consolidate digital tools in e-commerce, which has caused a fundamental loss of space for electronic commerce, which has an impact on its development and process innovation. in the field of technologies. The objectives set out in the investigation determine that external customers do not use purchases through a web page, however, they are willing to do so because of the trust they feel in the company when doing their business. The proposal derived from this finding is developed based on a User Manual for the Administration of the Website in the Wix.com Platform Version 1.0, also attaching the implementation of a virtual shopping area so that the use of its website is the start to a new marketing system.
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    Estrategias de negocio para calzado de terapia basado en Instagram
    (Universidad Técnica de Ambato. Facultad de Ciencias Administrativas. Maestría en Marketing Digital y Comercio Electrónico, 2018) Plúas Llamuca, Geovanni Gonzalo; Medina Chicaiza, Ricardo Patricio
    The objective of the research is to develop a business strategy based on Instagram, in the leather and therapy footwear sector. The strategy will allow to face the competition successfully, to balance the use of the resources of the companies, in favor of the development and innovation of new sources of communication, to socialize the information of its products and / or services. The present work demonstrates as a more representative problem, the insufficiency of innovation with respect to the content published in a social network Instagram, the study analyzes the topics related to the creation of a content strategy, to evaluate the satisfaction of the clients through empirical instruments such as a survey, to know the acceptability of using the Instagram application as a business strategy based on its content. The results of the strategy address seven phases: the current situation of the company, objectives, audience, editorial line, content development, publication distribution and measurement, in addition, The review of the research background and the results generated, proposed as a proposal for a content marketing plan to increase the level of interaction with customers, in other words, influence the purchase decision, this will allow to know the content (thematic, promotions, events, new services, etc.) preferred by clients.