Análisis de las estrategias de marketing utilizadas por los artesanos víctimas del conflicto armado en San Jacinto
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Fecha
2025
Autores
Álvarez Jimeno, Deiris Karina
Niebles Bárcenas, José David
Rosado Boscan, Jean Carlos
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Ediciones Universidad Simón Bolívar
Facultad de Adminitración y Negocios
Facultad de Adminitración y Negocios
Resumen
Este trabajo de investigación tiene como propósito principal proponer estrategias de
marketing que fortalezcan la organización empresarial de los artesanos del
municipio de San Jacinto, Bolívar, en el contexto del posconflicto colombiano. A
través de un enfoque cualitativo basado en entrevistas a emprendedores locales,
se lograron alcanzar los objetivos específicos: caracterizar los emprendimientos
artesanales surgidos tras el conflicto armado, analizar las estrategias de venta y
marketing actualmente utilizadas, e identificar aquellas más adecuadas para
promover sus productos de manera eficaz. Los hallazgos muestran que, pese a las
dificultades estructurales derivadas del conflicto como el desplazamiento forzado, la
escasez de recursos y la baja formación empresarial, los artesanos han desarrollado
iniciativas resilientes de comercialización, apoyadas principalmente en ferias
locales, ventas directas y el uso emergente de redes sociales como Facebook,
Instagram y WhatsApp. Si bien estas estrategias son funcionales, se identificó la
necesidad urgente de fortalecer el conocimiento en marketing digital, diseño de
marca, segmentación de mercados y gestión de relaciones con los clientes.
Asimismo, se destaca la importancia de la creación de una marca colectiva que
represente la identidad cultural del territorio, lo cual puede constituir una ventaja
competitiva en el mercado nacional e internacional. En conclusión, el estudio
plantea que la articulación entre el saber ancestral, el marketing estratégico y el
acompañamiento institucional es clave para transformar los emprendimientos
artesanales en unidades productivas sostenibles, competitivas y capaces de
generar desarrollo económico inclusivo en una región marcada por la violencia, pero
rica en cultura y potencial creativo.
The main purpose of this research is to propose marketing strategies to strengthen the business organization of artisans in the municipality of San Jacinto, Bolívar, in the post-conflict context in Colombia. Through a qualitative approach based on interviews with local entrepreneurs, the specific objectives were achieved: to characterize the artisan enterprises that emerged after the armed conflict, to analyze the sales and marketing strategies currently used, and to identify the most appropriate strategies to promote their products effectively. The findings show that, despite structural difficulties resulting from the conflict such as forced displacement, scarcity of resources and low business training, artisans have developed resilient marketing initiatives, mainly supported by local fairs, direct sales and the emerging use of social networks such as Facebook, Instagram and WhatsApp. While these strategies are functional, the urgent need to strengthen knowledge in digital marketing, brand design, market segmentation and customer relationship management was identified. It also highlights the importance of creating a collective brand that represents the cultural identity of the territory, which can constitute a competitive advantage in the national and international market. In conclusion, the study suggests that the articulation between ancestral knowledge, strategic marketing and institutional support is key to transforming artisanal enterprises into sustainable, competitive productive units capable of generating inclusive economic development in a region marked by violence, but rich in culture and creative potential.
The main purpose of this research is to propose marketing strategies to strengthen the business organization of artisans in the municipality of San Jacinto, Bolívar, in the post-conflict context in Colombia. Through a qualitative approach based on interviews with local entrepreneurs, the specific objectives were achieved: to characterize the artisan enterprises that emerged after the armed conflict, to analyze the sales and marketing strategies currently used, and to identify the most appropriate strategies to promote their products effectively. The findings show that, despite structural difficulties resulting from the conflict such as forced displacement, scarcity of resources and low business training, artisans have developed resilient marketing initiatives, mainly supported by local fairs, direct sales and the emerging use of social networks such as Facebook, Instagram and WhatsApp. While these strategies are functional, the urgent need to strengthen knowledge in digital marketing, brand design, market segmentation and customer relationship management was identified. It also highlights the importance of creating a collective brand that represents the cultural identity of the territory, which can constitute a competitive advantage in the national and international market. In conclusion, the study suggests that the articulation between ancestral knowledge, strategic marketing and institutional support is key to transforming artisanal enterprises into sustainable, competitive productive units capable of generating inclusive economic development in a region marked by violence, but rich in culture and creative potential.
Descripción
Palabras clave
Marketing artesanal, Resiliencia, San Jacinto, Postconflicto, Desarrollo sostenible, Emprendimiento
