Estrategia de comunicación para la atracción de inversiones en el municipio Aguada de Pasajeros
Fecha
2019-06-25
Autores
Gutiérrez Abraham, Diana
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Editor
Universidad Central "Marta Abreu" de Las Villas. Facultad de Humanidades. Departamento de Comunicación Social
Resumen
La presente investigación se desarrolla en el municipio cienfueguero Aguada de Pasajeros, con el objetivo de diseñar una estrategia de comunicación para fomentar el flujo de inversiones en el territorio. Se divide en dos momentos fundamentales: una primera parte para caracterizar el macroentorno del municipio en función de diagnosticar potencialidades que sirvan de base para el desarrollo de proyectos inversionistas en el lugar. Un segundo momento, para diseñar la estrategia de comunicación a partir de dichas potencialidades con el fin de posicionar al territorio entre las opciones de inversión en Cuba. Para ello se utiliza la metodología de estrategias de comunicación propuesta por Kirk Díaz-Guzmán (2008), por ser la más ajustable al contexto empresarial cubano y la más flexible a adaptarse al escenario de inversiones. El estudio se sustenta desde un paradigma positivista, con un enfoque cuantitativo enriquecido con análisis cualitativos de algunas técnicas empleadas y utiliza una muestra no probabilística intencional de sujetos tipo. Se tienen en cuenta técnicas de recogida de información como: análisis de documentos, observación no participante, entrevistas semiestructuradas y cuestionario.
The present investigation is developed in the municipality Aguada de Passengers, with the aim of designing a promotion strategy to promote the flow of investments in the territory. It is divided into two fundamental moments: a first part to characterize the macro-environment of the municipality according to diagnosing potentialities that serve as a basis for the investor process development. A second moment, to design the promotional strategy from these potentialities in order to position the territory between the investment options in Cuba. For this, the methodology of communication strategies proposed by Kirk Diaz-Guzman (2008) is used, because it is the most adjustable to the Cuban business context and the most flexible to adapt to the investment scenario. The study is based on a positivist paradigm, with a quantitative approach enriched with qualitative analyzes of some techniques used and uses an intentional non-probabilistic sample of subjects. Information collectible techniques are taken into account such as: document analysis, non-participating observation, semi-structured interviews and questionnaire.
The present investigation is developed in the municipality Aguada de Passengers, with the aim of designing a promotion strategy to promote the flow of investments in the territory. It is divided into two fundamental moments: a first part to characterize the macro-environment of the municipality according to diagnosing potentialities that serve as a basis for the investor process development. A second moment, to design the promotional strategy from these potentialities in order to position the territory between the investment options in Cuba. For this, the methodology of communication strategies proposed by Kirk Diaz-Guzman (2008) is used, because it is the most adjustable to the Cuban business context and the most flexible to adapt to the investment scenario. The study is based on a positivist paradigm, with a quantitative approach enriched with qualitative analyzes of some techniques used and uses an intentional non-probabilistic sample of subjects. Information collectible techniques are taken into account such as: document analysis, non-participating observation, semi-structured interviews and questionnaire.
Descripción
Palabras clave
Macroentorno de Mercadotecnia, Estrategia de Comunicación, Atracción de Inversiones, Marketing Macro-Environment, Communication Strategy, Investments Attraction