Diseño de aplicación móvil como estrategia para fortalecimiento de modelo de negocio
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Fecha
2022
Autores
Rodríguez Rubio, Yexzuly Andreina
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Ediciones Universidad Simón Bolívar
Facultad de Ingenierías
Facultad de Ingenierías
Resumen
Antecedentes: Los antecedentes permiten reconocer la forma en que han sido abordados problemas de investigación que están relacionados con el proyecto en curso. Estos pueden estar conformados por investigaciones o estudios que pueden encontrarse en bases de datos científicas; también lo conforman tesis de grados que tengan relación con el problema planteado. Se recomienda que dichos antecedentes pertenezcan a los últimos cinco años.
Según Arias (1999) los antecedentes: constituyen elementos teóricos, éstos pueden preceder a los objetivos, ya que su búsqueda es una de las primeras actividades que debe realizar el tesista, lo que le permitirá precisar y delimitar el objeto de estudio y por consiguiente los propósitos de la investigación.
Por otra parte, en la investigación realizada por parte de López, Arias, Pabón y Velásquez (2017) se resalta el uso de las nuevas tecnologías de la información y la comunicación como una forma innovadora de hacer mercadeo y distribución de productos, la cual está presente en la mayor parte de los campos laborales. En este sentido, la utilización de aplicaciones en función de fortalecer las estrategias de marketing y publicidad de las empresas, la conceptualización de estos dos términos permite referenciar y especificar las características de cómo se evidencia la necesidad de implementar una aplicación móvil para la comercialización de productos publicitarios a través de plataformas IOS y Android.
Objetivos
Objetivo general: Diseñar estrategias a través de las nuevas tecnologías de la información y la comunicación para favorecer el modelo de negocio del autolavado Company Carsh SAS.
Para contribuir a alcanzar este objetivo, la estrategia de marketing para visualizar el autolavado debe acompañar la gestión del uso de la aplicación móvil, de esta forma atraer clientes potenciales y mejorar la prestación del servicio.
Materiales y Métodos:
Se establece un director del proyecto, para el cual tiene un enfoque administrativo según el modelo ISO 21 500 para el fortalecimiento del modelo de negocio, se trabajo sobre el emprendimiento del autolavado CARSH COMPANY SAS implementando una aplicación móvil para fomentar el crecimiento empresarial.
Para llevar acabo este proyecto se estableció los stakeholders, en ellos se identifico las diversas necesidades y acciones de mejora que permiten fortalecer el modelo de negocio, de esta forma se abarcan todos los ítems posibles, dando respuesta a los problemas establecidos.
Resultados: Se debe tener en cuenta que el proyecto de la aplicación móvil se basa fundamentalmente en el mejoramiento del modelo de negocio del autolavado Company Carh SAS, cuyo coste supone más del 30% de la inversión del proyecto. Por consiguiente, es necesario valorar los aspectos técnicos que puedan incidir en la productividad y vida útil del proyecto, así como realizar la adecuada planeación del proyecto en todas sus fases.
Conclusiones:
1. El modelo de negocio realizado mediante la metodología e implementación de aplicación móvil es altamente efectiva y permite seguir los ritmos que el mercado presenta en la actualidad; desde su estructura, permite cambiar las formas de interacción con los clientes, aumentando o ajustando los diversos beneficios.
2. Actualmente las aplicaciones móviles son la manera como interactúan diversas empresas; en especial las de servicios como restaurantes, bares entre otros, y el elemento innovador es la utilización de este recurso como modelo de negocio en función a la prestación de un servicio que requiere que el usuario asista a una determinada localización, por ende, el impacto que se genera es grande dentro de una comunidad local
Background: The background allows us to recognize the way in which research problems related to the current project have been addressed. These can be made up of research or studies that can be found in scientific databases; It is also made up of degree theses that are related to the problem posed. It is recommended that said records belong to the last five years. According to Arias (1999) the antecedents: they constitute theoretical elements, these can precede the objectives, since their search is one of the first activities that the thesis student must carry out, which will allow him to specify and delimit the object of study and consequently the objectives. research purposes. On the other hand, in the research carried out by López, Arias, Pabón and Velásquez (2017), the use of new information and communication technologies is highlighted as an innovative way of marketing and distributing products, which is present in most workplaces. In this sense, the use of applications in order to strengthen the marketing and advertising strategies of companies, the conceptualization of these two terms allows referencing and specifying the characteristics of how the need to implement a mobile application for product marketing is evidenced. advertisements through IOS and Android platforms. Objectives Course objective: Design strategies through new information and communication technologies to favor the business model of the Company Carsh SAS car wash. To help achieve this goal, the marketing strategy to visualize the car wash must accompany the management of the use of the mobile application, thus attracting potential customers and improving the provision of the service. Materials and methods: A project director is established, for which he has an administrative approach according to the ISO 21 500 model to strengthen the business model, work was done on the CARSH COMPANY SAS car wash entrepreneurship, implementing a mobile application to promote business growth. To carry out this project, the stakeholders were established, in them the various needs and improvement actions that allow strengthening the business model were identified, in this way all possible items are covered, responding to the established problems. Results: It should be taken into account that the mobile application project is fundamentally based on improving the business model of the Company Carh SAS car wash, whose cost represents more than 30% of the project investment. Therefore, it is necessary to assess the technical aspects that may affect the productivity and useful life of the project, as well as carry out the adequate planning of the project in all its phases. Conclusions: 1. The business model carried out through the methodology and implementation of the mobile application is highly effective and allows us to follow the rhythms that the market currently presents; From its structure, it allows changing the forms of interaction with customers, increasing or adjusting the various benefits. 2. Mobile applications are currently the way various companies interact; especially those of services such as restaurants, bars among others, and the element innovative is the use of this resource as a business model based on the provision of a service that requires the user to attend a certain location, therefore, the impact generated is great within a local community.
Background: The background allows us to recognize the way in which research problems related to the current project have been addressed. These can be made up of research or studies that can be found in scientific databases; It is also made up of degree theses that are related to the problem posed. It is recommended that said records belong to the last five years. According to Arias (1999) the antecedents: they constitute theoretical elements, these can precede the objectives, since their search is one of the first activities that the thesis student must carry out, which will allow him to specify and delimit the object of study and consequently the objectives. research purposes. On the other hand, in the research carried out by López, Arias, Pabón and Velásquez (2017), the use of new information and communication technologies is highlighted as an innovative way of marketing and distributing products, which is present in most workplaces. In this sense, the use of applications in order to strengthen the marketing and advertising strategies of companies, the conceptualization of these two terms allows referencing and specifying the characteristics of how the need to implement a mobile application for product marketing is evidenced. advertisements through IOS and Android platforms. Objectives Course objective: Design strategies through new information and communication technologies to favor the business model of the Company Carsh SAS car wash. To help achieve this goal, the marketing strategy to visualize the car wash must accompany the management of the use of the mobile application, thus attracting potential customers and improving the provision of the service. Materials and methods: A project director is established, for which he has an administrative approach according to the ISO 21 500 model to strengthen the business model, work was done on the CARSH COMPANY SAS car wash entrepreneurship, implementing a mobile application to promote business growth. To carry out this project, the stakeholders were established, in them the various needs and improvement actions that allow strengthening the business model were identified, in this way all possible items are covered, responding to the established problems. Results: It should be taken into account that the mobile application project is fundamentally based on improving the business model of the Company Carh SAS car wash, whose cost represents more than 30% of the project investment. Therefore, it is necessary to assess the technical aspects that may affect the productivity and useful life of the project, as well as carry out the adequate planning of the project in all its phases. Conclusions: 1. The business model carried out through the methodology and implementation of the mobile application is highly effective and allows us to follow the rhythms that the market currently presents; From its structure, it allows changing the forms of interaction with customers, increasing or adjusting the various benefits. 2. Mobile applications are currently the way various companies interact; especially those of services such as restaurants, bars among others, and the element innovative is the use of this resource as a business model based on the provision of a service that requires the user to attend a certain location, therefore, the impact generated is great within a local community.
Descripción
Palabras clave
Modelo de negocio, Aplicación móvil, Autolavado, Business model, Mobile application, Car wash