Posicionamiento comunicacional de la Prefectura de Loja a través de la página web institucional
This research is titled: “COMMUNICATIONAL POSITIONING PREFECTURAL LOJA THROUGH INSTITUTIONAL WEB PAGE”. It has been structured and development according to Regulations Academic Board of the National University of Loja. The central problem of the research was: How to improve the image of the Prefectu...
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| Format: | bachelorThesis |
| Idioma: | spa |
| Publicat: |
2016
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| Matèries: | |
| Accés en línia: | http://dspace.unl.edu.ec/jspui/handle/123456789/14313 |
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Afegir etiqueta | Sumari: | This research is titled: “COMMUNICATIONAL POSITIONING PREFECTURAL LOJA THROUGH INSTITUTIONAL WEB PAGE”. It has been structured and development according to Regulations Academic Board of the National University of Loja. The central problem of the research was: How to improve the image of the Prefecture of Loja through institutional website? The research focuses on its overall objective: to diagnose the lack of visits to the website, the flaws that have the organization in promoting projects and internet access Loja Prefecture. The methods used were scientific, synthetic, inductive and deductive analytical techniques and instruments used were: the survey was applied to the inhabitants of the city of Loja, and observing the website of the Prefecture of Loja. Of applied survey the following results were obtained: 41% of citizens prefer the use of social networks to keep in touch with the institution against 26% who use the website and 48% believe that the website does not meet your computer and communications needs. According to the observation, it was determined that the website of the institution does not meet the necessary requirements so that it can become a tool basic reference for the citizen, not being is not aligned with their interests and properly promoted and positioned . Finally it is concluded that the website is geared towards the institution and not to the citizens and the services they can offer, engines internal analysis: we found through different analysis tools low visits the website compared to other and its impact on social networks, therefore not current positioning techniques lends importance in social communication. Key words: positioning, web, marketing, optimization, communication. |
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