El comercio electrónico en las marcas de embutidos y el desarrollo en la ciudad de Riobamba

The objective of this research is to determine how e-commerce influences the development of sausage brands in the city of Riobamba, considering the impact of trade and economic updates on the sector. Through the diagnostic stage of the current situation, it was observed that brands still rely on conventional sales channels, although there is an emerging use of digital tools, such as social networks and instant messaging. This gradual transition to the digital realm evidences a significant need to enhance the technological skills of the sector. E-commerce offers several obvious advantages, including increased product exposure, the opportunity to penetrate new markets, improved logistics, and streamlined trade processes. However, it also faces important challenges: the lack of digital skills, i.e., the personnel's limited knowledge of the technology, the reduced investment in technological platforms, the lack of consumer awareness of the product's existence, and restrictions in distribution logistics. The quality of sausage brands has improved due to their fusion of tradition, flavor, and adherence to health regulations. For this reason, they have managed to establish themselves in the market through a production method that prioritizes the freshness of inputs, hygiene, and the use of ancestral recipes that represent the local culture. The brands have also adopted quality assurance systems that certify product safety, building consumer confidence. This focus on quality not only increases competitiveness in the local market but also creates opportunities to expand to other provinces. Based on the observations, strategies are suggested to promote the digitalization of the sector, including the creation of online stores, the implementation of digital marketing services, ongoing training for employees, and forming alliances with local distribution services. These measures will enable sausage brands to enhance their competitiveness, adapt to new market trends, and support Riobamba's economic growth through innovative commerce.

• المؤلف الرئيسي: Amaguaya Ortega, Lesly Jadira (author)
• مؤلفون آخرون: Poma Pardo, Angie Nicole (author)
• التنسيق: bachelorThesis
• اللغة: spa
• منشور في: 2025
• الموضوعات: Comercio electrónico; Desarrollo; Embutidos; Estrategias; Digital
• الوصول للمادة أونلاين: http://dspace.unach.edu.ec/handle/51000/16045