Diseño de estrategias de marketing para el desarrollo del producto urbano Caibarién
Archivos
Fecha
2012-06-24
Autores
Martinez Urbay, Martín
Título de la revista
ISSN de la revista
Título del volumen
Editor
Universidad Central "Marta Abreu" de la Villas
Resumen
Desde de las grandes urbes hasta los pueblos discretos en el orden de la vida de sus habitantes se refleja en las edificaciones, calles y espacios naturales a modo de clave armónica que enlaza cada lugar a un tiempo y una cultura determinada, los integra e identifica. La función comercial, en el contexto actual, debe tratar de ofrecer un equilibrio entre proximidad, atractividad, comodidad, entretenimiento, precios y satisfacción del consumidor. Encontrar un equilibrio entre el comercio de atracción y el comercio de proximidad se convierte en un objetivo fundamental para configurar ciudades comercialmente atractivas.
Como principales resultados se obtiene un diagnóstico de la actividad comercial de los consejos populares seleccionados para el estudio, así como la propuesta de estrategias de marketing para su optimización. Donde se demostró la necesidad de modificar la actual orientación de la planificación hacia la ordenación del territorio por una hacia la planificación estratégica que considere la alianza y cooperación entre todos los implicados en la gestión urbana para disminuir las debilidades existentes en la ciudad de Caibarién.
From of big metropolises to discreet towns in the order of the life of his inhabitants it reflects at edifications, streets and natural spaces like harmonious key that he laces each place simultaneously and a determined culture, he integrates them and identify . The commercial show, in the present-day context, must have to do with offering an equilibrium among proximity, atractividad, comfort, entertainment, pricing and the consumer's satisfaction. Finding an equilibrium among the commerce of attraction and the commerce of proximity becomes a fundamental objective to configure commercially attractive cities. As a diagnosis gets principal results from the commercial activity of popular advice selected for the study, as well as the proposal of strategies of marketing for his optimization itself. Where the need to modify the present-day orientation of planning toward the sorting of the territory for one toward the strategic planning demonstrated that I consider the alliance and cooperation enter all implicated in the urban steps to decrease the existent weaknesses at Caibarién's city.
From of big metropolises to discreet towns in the order of the life of his inhabitants it reflects at edifications, streets and natural spaces like harmonious key that he laces each place simultaneously and a determined culture, he integrates them and identify . The commercial show, in the present-day context, must have to do with offering an equilibrium among proximity, atractividad, comfort, entertainment, pricing and the consumer's satisfaction. Finding an equilibrium among the commerce of attraction and the commerce of proximity becomes a fundamental objective to configure commercially attractive cities. As a diagnosis gets principal results from the commercial activity of popular advice selected for the study, as well as the proposal of strategies of marketing for his optimization itself. Where the need to modify the present-day orientation of planning toward the sorting of the territory for one toward the strategic planning demonstrated that I consider the alliance and cooperation enter all implicated in the urban steps to decrease the existent weaknesses at Caibarién's city.
Descripción
Palabras clave
Marketing, Caibarién, Desarrollo Local, Producto Urbano, Local Development