Plan de estrategia digital de la radio SOY FM 93.1 de la provincia de Imbabura para el periodo 2021 – 2025.

The objective of this research is based on implementing a digital strategy plan for Radio Soy FM 93.1 during the period 2021-2025, which allows the development of new channels that strengthen the brand, attract new audiences and retain the same. The methodology of the degree work is based on a quantitative, non-experimental approach, the applied techniques are based on a survey and interviews with managers and producers of the radio stations Soy FM, radio Zaracay, Satelite, Exa Ibarra. A random probability sampling is applied, which results in surveying 384 people, the information was collected through the digital questionnaire instrument disseminated by social networks such as Facebook, Messenger, Instagram and WhatsApp. It is determined in the research that the preponderant macro strategy, that is to say that the actions are aimed at creating new services based on the existing ones. To determine the strategies, an investigation of important factors such as sales, technology, quality, service, marketing and prestige is carried out, both in strengths and weaknesses. With this research it is determined that the implementation, inclusion of the radio station is important, not doing it is staying on the edge of new technological trends, giving a competitive advantage to your competition. Taking into account the needs of the listener on a permanent basis, their tastes and preferences in terms of topics of interest or preference on the musical grid is necessary and decisive.

• Autor principal: Chávez, María M. (author)
• Outros Autores: Espín, Washington X. (author)
• Formato: masterThesis
• Idioma: spa
• Publicado em: 2022
• Assuntos: Administración; Planificación; Estrategias; Radiodifisuión; Administración de Empresas
• Acesso em linha: http://repositorio.uotavalo.edu.ec/handle/52000/655