Elaboración de un plan de marketing para incrementar las ventas online en la entidad ´´Café- Parque´´
Fecha
2021-12
Autores
García Espinosa, Aidé
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Editor
Universidad Central "Marta Abreu" de Las Villas
Resumen
La digitalización de la economía mundial, durante los últimos tiempos, ha producido importantes transformaciones económicas y sociales obligando a las empresas a hacer grandes esfuerzos para adaptarse a un entorno en constante cambio. Este proceso de transformación impulsado por el uso de las nuevas tecnologías que avanzan mediante procesos de digitalización e innovación sistemática, acceden de forma disruptiva y han afectado a incontables empresas, organizaciones y sectores. En estas condiciones, encontramos al bar-café ´´Café-Parque´´ ubicado en el municipio de Placetas Villa Clara, precisa del diseño de un Plan de Marketing Digital como una herramienta de trabajo esencial para la Gestión de Marketing en la entidad, brindando una serie de estrategias y acciones; que permite a partir de su empleo eficiente el cumplimiento del objetivo general de la presente investigación para el periodo 2020-2021. Para ello se analizan diferentes procedimientos de la bibliografía consultada, hasta determinar que el aportado por Sainz de Vicuña (2015), se ajusta a las características de la entidad. El principal aporte de la investigación es la aplicación de un procedimiento adecuado para la elaboración del Plan de Marketing Digital para ´´Café-Parque´´, atribuyendo una serie de beneficios que conllevan a la mejora de los resultados económicos financieros en correspondencia con sus rasgos distintivos
The digitalization of the world’s economy, during the last times, has produced important economic and social transformations forcing many companies to make big efforts in order to adapt themselves to an environment in constant change. It impelled a transformation process for the use of the new technologies advances by means of digitalization processes and systematic innovations, consents in a disruptive way which have affected countless companies, organizations and sectors nowadays. Under these conditions, it’s considered that”, located in the tourist destination , it requires a design of a Plan of Digital Marketing as a tool of essential work for the Administration of Marketing Park- Coffe to be put into practice within this business, providing a series of strategies and actions that allow, from their efficient use, the fulfillment of the general objective of this research, taking into account the present investigation for the period 2020-2021. To that effect, different procedures of the consulted bibliography are analyzed, until determining that the one contributed by Sainz of Vicuña (2015) fits to the characteristics of the entity. The main contribution of the investigation is the application of an appropriate procedure for the elaboration of a Digital Marketing Plan for , attributing a series of benefits that lead to the improvement of its economic-financial results in correspondence with the entity distinctive features.
The digitalization of the world’s economy, during the last times, has produced important economic and social transformations forcing many companies to make big efforts in order to adapt themselves to an environment in constant change. It impelled a transformation process for the use of the new technologies advances by means of digitalization processes and systematic innovations, consents in a disruptive way which have affected countless companies, organizations and sectors nowadays. Under these conditions, it’s considered that”, located in the tourist destination , it requires a design of a Plan of Digital Marketing as a tool of essential work for the Administration of Marketing Park- Coffe to be put into practice within this business, providing a series of strategies and actions that allow, from their efficient use, the fulfillment of the general objective of this research, taking into account the present investigation for the period 2020-2021. To that effect, different procedures of the consulted bibliography are analyzed, until determining that the one contributed by Sainz of Vicuña (2015) fits to the characteristics of the entity. The main contribution of the investigation is the application of an appropriate procedure for the elaboration of a Digital Marketing Plan for , attributing a series of benefits that lead to the improvement of its economic-financial results in correspondence with the entity distinctive features.
Descripción
Palabras clave
Turismo, Economía mundial, Empresas, Gestión de marketing