Análisis del marketing digital para el diseño de un aplicativo móvil de las discotecas en el distrito de Los Olivos, Lima, 2017-2018

Abstract

RESUMEN El presente trabajo de investigación tiene como objetivo determinar cómo el análisis del marketing digital para el diseño de un aplicativo móvil favorece en la publicidad para las discotecas en el distrito de los Olivos, Lima, 2017-2018. Las tendencias del mundo actual muestran un horizonte lleno de perspectivas que ayudan a las empresas del rubro de discotecas en la búsqueda de su evolución como unidad comercial. Para ello se empleó una metodología de tipo cualitativa descriptiva, fue de tipo aplicado, diseño no experimental. Con la búsqueda teórica se ampliaron el espectro de herramientas que pueden ser utilizados en el marketing digital, y que a trazar objetivos como el de buscar el posicionamiento de las discotecas así dar a conocer sus productos y servicios, como búsqueda de mejorar su rentabilidad y el enriquecimiento de su intangible llamado marca. Finalmente, con las recomendaciones y conclusiones se hará ver a los empresarios del rubro de discotecas la rentabilidad en números el rompimiento del punto de equilibro a su favor, que con una inversión con costos bajos realizados a través del marketing digital genera una mayor rentabilidad como lo es el diseño de un aplicativo móvil (App).

ABSTRACT With the presentation of a research paper, the aim is to analyze how digital marketing relates to the design of a mobile advertising application for nightclubs in the Olivos district, Lima, 2017-2018. For that reason, in the analysis of the problematic reality, it was possible to visualize the tendencies of the current world that shows a horizon full of perspectives that help the companies of the area of discotheques in the search of their evolution as a commercial unit. National and international precedents were included to support the study problem and tangentially to disclose the positive impact of the different strategies of the companies that use digital marketing, and that can help motivate them company or business has to evolve today. With the different justifications that are found, the premise of the importance of using digital marketing in the expansion and commercial support is strengthened. With the theoretical search, the spectrum of tools that can be used in digital marketing was broadened, as well as to set goals such as finding the positioning of the clubs and publicizing their products and services, as a way to improve their profitability and enrichment of your intangible called brand. The research methodology was applied, nonexperimental design, within the quantitative approach. Finally, with the recommendations and conclusions will be made to see the entrepreneurs in the area of discotheques the profitability in numbers the break of the balance point in their favor, that with an investment with low costs made through digital marketing generates a greater profitability as it is the design of a mobile application (App).