Diagnóstico de la gestión del comercio minorista en la tienda especializada La Veguita Caracol Villa Clara
Fecha
2021-11
Autores
Llanes Hernández, Gisley
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Editor
Universidad Central "Marta Abreu" de Las Villas
Resumen
En la actualidad la relación entre el comercio y el turismo ha tomado mayor fuerza, en consecuencia, se ha desarrollado aún más la modalidad de compras, la cual tiene una singular importancia por los altos beneficios económicos que aporta. La provincia de Villa Clara posee excelentes condiciones para desarrollar varias de sus modalidades como es el caso de las tiendas especializadas, pues en ellas se comercializan productos que representan la cubanía, y actualmente no se aprovechan en todas sus potencialidades por factores subjetivos mayormente. La presente investigación tiene como objetivo identificar, a través del diagnóstico de la gestión del comercio minorista en la tienda especializada “La Veguita” Caracol Villa Clara, enfatizando en el estudio del mercado (demanda y competencia) y de la oferta del destino. Para dar cumplimiento al objetivo, el estudio se dividió en varios momentos, primeramente, se realizó la investigación bibliográfica como sustento teórico, en un segundo momento se efectuó el diagnóstico comercial en esta entidad a partir de procedimiento diseñado por un colectivo de profesores de Formatur en el 2012 y se culminó con la propuesta de acciones que aprovecharan al máximo las oportunidades para el desarrollo del comercio minorista en este destino. Como base científica de la investigación se emplearon métodos empíricos, teóricos y estadísticos, tales como la entrevista, la observación no participativa, el análisis documental y comparativo. Existe una correspondencia total con los lineamientos de la Política Económica y Social del Partido y la Revolución.
At present, the relationship between trade and tourism has become stronger, consequently, the shopping modality has been further developed, which has a singular importance due to the high economic benefits it provides. The province of Villa Clara has excellent conditions to develop several of its modalities, as is the case of specialized stores, since products that represent Cuban identity are sold in them, and currently they are not used to their full potential due to subjective factors. The objective of this research is to identify, through the diagnosis of the management of retail trade in the specialized store "La Veguita" Caracol Villa Clara, emphasizing the study of the market (demand and competition) and the supply of the destination. In order to fulfill the objective, the study was divided into several moments, firstly, bibliographical research was carried out as theoretical support, in a second moment the commercial diagnosis was made in this entity based on a procedure designed by a group of professors from Formatur in in 2012 and culminated in the proposal of actions that would make the most of the opportunities for the development of retail trade in this destination. Empirical, theoretical and statistical methods were used as the scientific basis of the research, such as interviews, non-participatory observation, documentary and comparative analysis. There is a total correspondence with the guidelines of the Economic and Social Policy of the Party and the Revolution.
At present, the relationship between trade and tourism has become stronger, consequently, the shopping modality has been further developed, which has a singular importance due to the high economic benefits it provides. The province of Villa Clara has excellent conditions to develop several of its modalities, as is the case of specialized stores, since products that represent Cuban identity are sold in them, and currently they are not used to their full potential due to subjective factors. The objective of this research is to identify, through the diagnosis of the management of retail trade in the specialized store "La Veguita" Caracol Villa Clara, emphasizing the study of the market (demand and competition) and the supply of the destination. In order to fulfill the objective, the study was divided into several moments, firstly, bibliographical research was carried out as theoretical support, in a second moment the commercial diagnosis was made in this entity based on a procedure designed by a group of professors from Formatur in in 2012 and culminated in the proposal of actions that would make the most of the opportunities for the development of retail trade in this destination. Empirical, theoretical and statistical methods were used as the scientific basis of the research, such as interviews, non-participatory observation, documentary and comparative analysis. There is a total correspondence with the guidelines of the Economic and Social Policy of the Party and the Revolution.
Descripción
Palabras clave
Turismo, Comercio minorista, Diagnóstico comercial, Política económica