Propuesta de estrategia de comunicación digital para la tienda online TuEnvio de la Sucursal Comercial CIMEX. S.A.
Fecha
2021
Autores
Pérez Rodríguez, Roxana
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Editor
Universidad Central "Marta Abreu" de Las Villas. Facultad de Humanidades. Departamento de Comunicación Social
Resumen
La presente investigación aborda el análisis de la imagen corporativa en la tienda online: TuEnvio. Su objetivo principal es caracterizar el estado actual de la imagen corporativa de la tienda objeto de estudio de acuerdo: al diseño de la comunicación visual, usabilidad y funcionalidad. De esta forma se pretende sedimentar las bases para la aproximación a la necesidad del diseñar una estrategia de comunicación digital para fortalecer la imagen corporativa en el establecimiento virtual anteriormente mencionado. Para ello la investigadora se apoya en la alternativa metodológica mixta, así como en el diseño exploratorio secuencial (DEXPLOS), donde se trabaja con técnicas cualitativas y cuantitativas de obtención de información. Al concluir la investigación se pretende determinar el estado actual de la imagen corporativa de la tienda online TuEnvio, y a su vez, se intenciona la propuesta de diseñar una estrategia de comunicación digital para la imagen en función de lograr una mejor gestión comercial. Se recomienda para investigaciones futuras, evaluar la implementación de la estrategia propuesta por el presente estudio, o bien diseñar nuevas estrategias de comunicación digital que se apoyen de los resultados emergentes del proceso investigativo en cuestión. La pertinencia en la investigación recaba elementos conceptuales afines con la temática desarrollada, donde los constructos teóricos sostienen una relación holística entre: identidad e imagen, comercio minorista de bienes en la modalidad online, las relaciones entre la tienda virtual y los usuarios, el diseño de la comunicación visual y la usabilidad y la estrategia de comunicación digital; que permiten un flujo de información en aras de la gestión del comercio electrónico, mediada por la comunicación para la consecución del éxito empresarial.
This research addresses the analysis of the corporate image in the online store: TuEnvio. Its main objective is to characterize the current state of the corporate image of the store under study according to: the design of visual communication, usability and functionality. In this way, it is intended to lay the foundations for the approach to the need to design a digital communication strategy to strengthen the corporate image in the aforementioned virtual establishment. For this, the researcher relies on the mixed methodological alternative, as well as on the sequential exploratory design (DEXPLOS), where she works with qualitative and quantitative techniques for obtaining information. At the end of the investigation, it is intended to determine the current state of the corporate image of the TuEnvio online store, and in turn, the proposal is to design a digital communication strategy for the image in order to achieve better commercial management. It is recommended for future research to evaluate the implementation of the strategy proposed by this study, or to design new digital communication strategies that are supported by the emerging results of the research process in question. The relevance of the research collects conceptual elements related to the developed theme, where the theoretical constructs support a holistic relationship between: identity and image, retail of goods in the online mode, the relationships between the virtual store and users, the design of visual communication and usability and digital communication strategy; that allow a flow of information for the sake of the management of electronic commerce, mediated by communication for the achievement of business success.
This research addresses the analysis of the corporate image in the online store: TuEnvio. Its main objective is to characterize the current state of the corporate image of the store under study according to: the design of visual communication, usability and functionality. In this way, it is intended to lay the foundations for the approach to the need to design a digital communication strategy to strengthen the corporate image in the aforementioned virtual establishment. For this, the researcher relies on the mixed methodological alternative, as well as on the sequential exploratory design (DEXPLOS), where she works with qualitative and quantitative techniques for obtaining information. At the end of the investigation, it is intended to determine the current state of the corporate image of the TuEnvio online store, and in turn, the proposal is to design a digital communication strategy for the image in order to achieve better commercial management. It is recommended for future research to evaluate the implementation of the strategy proposed by this study, or to design new digital communication strategies that are supported by the emerging results of the research process in question. The relevance of the research collects conceptual elements related to the developed theme, where the theoretical constructs support a holistic relationship between: identity and image, retail of goods in the online mode, the relationships between the virtual store and users, the design of visual communication and usability and digital communication strategy; that allow a flow of information for the sake of the management of electronic commerce, mediated by communication for the achievement of business success.
Descripción
Palabras clave
Identidad, Imagen, Comercio Minorista, Comunicación, Diseño, Usabilidad, Estrategia de Comunicación Digital, Identity, Image, Comunicación, Design, Usability, Digital Communication Strategy