Investigación de mercado para la gestión de valor en los servicios de comunicaciones
Archivos
Fecha
2016
Autores
Caluff Herrera, Claudia
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ISSN de la revista
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Editor
Universidad Central ¨"Marta Abreu" de Las Villas. Facultad de Ingeniería Mecánica e Industrial. Departamento de Ingeniería Industrial
Resumen
El sector de las telecomunicaciones se ha desarrollado cuantiosamente durante las últimas décadas, al punto de considerarse un recurso fundamental para el progreso social y económico de un país. A partir de este importante desarrollo surgen mercados cada vez más exigentes en cuanto a calidad, imponiéndole a las empresas proveedoras de estos servicios, una constante superación y orientación hacia la satisfacción de sus necesidades, gustos y expectativas. Cuba en su proceso de transformación económica, recurre al perfeccionamiento de los servicios en busca de optimizar los recursos existentes y la oferta de una amplia cartera de negocios que satisfaga las necesidades y expectativas del cliente, donde se hacen necesario, encontrar métodos eficaces que tributen a la creación de valor en los servicios de comunicaciones. El proceso investigativo se desarrolla en 3 capítulos, partiendo del análisis de las principales temáticas referentes al marketing estratégico orientado a la gestión del servicio, la investigación de mercados enfocada a la creación de valor para los clientes, los cuales constituyen la base para el desarrollo del diagnóstico de la actividad comercial que da paso a la propuesta de un procedimiento para la investigación del mercado orientado a gestionar el valor ofertado al cliente en los servicios de comunicaciones, enfatizándose en las condiciones del entorno empresarial que favorecen la gestión del valor en el servicio y las características fundamentales a contemplar en el servicio propuestas por el mercado al cual va dirigida la propuesta de valor.
The sector of the telecommunications has developed cuantiosamente during the last decades, to the point of being considered to be a fundamental resource for the social and economic progress of a country. From this important development they arise bought increasingly demanding as for quality, imposing him to the providing companies of these services, a constant overcoming and orientation towards the satisfaction of his needs, tastes and expectations. Cuba in his process of economic transformation, resorts to the development of the services in search of optimizing the existing resources and the offer of a wide business portfolio that satisfies the needs and expectations of the client, where they become necessary, to find effective methods that they pay to the creation of value in the services. The process investigativo develops in 3 chapters, departing from the analysis of the principal subject matters relating to the strategic marketing orientated to the management of the service, the investigation of markets focused on the creation of value for the clients, which constitute the base for the development of the diagnosis of the commercial activity that gives step to the offer of a procedure for the investigation of the market orientated to managing the value offered the client in the services of communications, they emphasizing the conditions of the managerial environment that favor the management of the value in the service and the fundamental characteristics to meditating in the service proposed by the market which the offer of value is directed.
The sector of the telecommunications has developed cuantiosamente during the last decades, to the point of being considered to be a fundamental resource for the social and economic progress of a country. From this important development they arise bought increasingly demanding as for quality, imposing him to the providing companies of these services, a constant overcoming and orientation towards the satisfaction of his needs, tastes and expectations. Cuba in his process of economic transformation, resorts to the development of the services in search of optimizing the existing resources and the offer of a wide business portfolio that satisfies the needs and expectations of the client, where they become necessary, to find effective methods that they pay to the creation of value in the services. The process investigativo develops in 3 chapters, departing from the analysis of the principal subject matters relating to the strategic marketing orientated to the management of the service, the investigation of markets focused on the creation of value for the clients, which constitute the base for the development of the diagnosis of the commercial activity that gives step to the offer of a procedure for the investigation of the market orientated to managing the value offered the client in the services of communications, they emphasizing the conditions of the managerial environment that favor the management of the value in the service and the fundamental characteristics to meditating in the service proposed by the market which the offer of value is directed.
Descripción
Palabras clave
Telecomunicaciones, Marketing de Servicios, Dirección Territorial Villa Clara (DTVC), Marketing Estratégico