Consideraciones fundamentales para una estrategia de comunicación para posicionar a la Corporación de Danzas Folclóricas y Populares del Guayas-Luis Gómez Arauz en el conglomerado de folcloristas guayaquileños.

Abstract

This research was oriented by the general objective of fundamental considerations for a communication strategy oriented to position the Corporation of Folkloric and Popular Dances of Guayas-Luis Gómez Arauz in the collective of Guayaquil folklorists, this with a qualitative-quantitative approach. To achieve this, several research techniques were used, among them, the semi-structured interview with the representatives of the Corporation and a survey of the partners. A bibliographic review was also carried out detailing the characteristics for the positioning of a new institution. In addition, interviews were conducted with experts on the subject of communication strategies who contributed, according to their experience, to the outlining of strategies that could position CORPDANFOLPG. From this process it was possible to diagnose the problems that surround, particularly, the new institutions and from there establish the characteristics that they must have in order to achieve a position and stay in it, depending on the market to which they are directed. Among the results of this study, the considerations were determined, which were specifically the good work environment, collaborative work, the approach to the target audience and the projection of the entity in social networks.