Elaboración de estrategias de comunicación web 2.0 para el posicionamiento y mejora de la imagen del Estudio de Maquillaje Profesional “Cinthia Alvarado Make Up Studio” ubicado en la ciudad de Cuenca

Abstract

The objective of this work was the realization of a proposal of web 2.0 communication strategies for the positioning and improvement of the image of the Professional Makeup Studio Cinthia Alvarado Make Up Studio. To achieve the task, the following objectives were raised: To elaborate the conceptual-referential framework through a bibliographic-documentary review, to diagnose the reality and environment of the company by observing communication and organizational management processes, to analyze the publics to which the company directs its services and communication strategies and, develop a web 2.0 communication proposal that facilitates the improvement of communication and organizational aspects. The methodology that was implemented had a qualitative-quantitative approach, the qualitative approach was supported by the SWOT analysis tool and the in-depth interview; The quantitative approach, for its part, used the observation technique of digital platforms and a survey was applied in order to know the perception of the public having a sample of 30 people. The results obtained have shown the lack of communication strategies in the activities of the company. For this, communication strategies adapted to the context and needs of the company have been proposed, which when applied can generate competitive advantages and greater growth in the local market.