Universidad Complutense de Madrid
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La comunicación comercial en la distribución minorista y la nueva estrategia omnicanal

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Mallaina García, Óscar (2017) La comunicación comercial en la distribución minorista y la nueva estrategia omnicanal. [Thesis]

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Abstract

En esta tesis se estudió la nueva comunicación comercial en la nueva estrategia omnicanal, que engloba todos los canales de venta. El foco del estudio se ha basado principalmente en el canal de venta de tienda física y del comercio electrónico por internet. En los inicios del comercio electrónico se utilizaba la expresión de multicanalidad para tratar la diferencia entre los diferentes canales especialmente referidos al comercio tradicional y la venta por internet. Debido a la completa integración de todos los diferentes canales se ha mudado a la expresión omnicanalidad. La diferencia entre multicanalidad y omnicanalidad parece simple, pero sin embargo como veremos en la tesis, la estrategia multicanal trata los canales de forma totalmente independiente para consumidores separados que se diferencian según el canal de compra utilizado. Sin embargo en la estrategia omnicanal los canales se complementan entre sí, de una forma íntegra como demostraremos en la investigación, tratando la diferenciación de canales para para cubrir todas las necesidades del consumidor de forma complementaria. Demostraremos en la tesis con los estudios aportados, como este cambio ha sido realizado tanto por los consumidores como por los propios distribuidores minoristas. Es aquí donde surge la nueva estrategia de comunicación omnicanal, con implicaciones de cambios permanentes en el comercio y todos los efectos que producen en la sociedad, economía, comunicación e información etc...

Resumen (otros idiomas)

In this PhD thesis the new commercial communication was studied in an Omni channel environment, which includes all sales channels. The focus of the study was based mainly of the physical retail channel and e-commerce shop online. In the early days of e-commerce multichannel expression is used to treat the difference between the different channels with particular reference to traditional trade and Internet sales. Because of the complete integration of all the different channels it has moved to the expression omnichannel. The difference between multi-channel and omnicanalidad seems simple, but nevertheless as discussed in the Phd. thesis, the multichannel strategy are completely independent channels for separate consumers are differentiated by the shopping channel used. But the strategy omnichannel complement each other, a whole demonstrate how research trying differentiation of channels to cover all consumer needs in a complementary manner. We show in the thesis with the studies provided, as this change has been made both by consumers and by the retailers themselves. This is where the new communication strategy omnicanal comes with permanent implications of changes in trade and any effects on society, economomía, communication and information etc. The author has studied all the different variables that have influence on the retail and the consumer trends, with the emerging new habits of behavior and therefore purchase. These changes have been largely consumer trends, becoming highly informed and highly connected through multi-device like computer, tv, phone, tablet, etc. It was therefore concluded that the marks must be prepared for these new habits of information, communication, etc. At the same time it has made the study of new trends in consumer behavior, based on market research as well as the study by Google, focusing on the timing, and new technological changes that directly affect the new social habits and consumption...

Item Type:Thesis
Additional Information:

Tesis inédita de la Universidad Complutense de Madrid, Facultad de Ciencias de la Información, Departamento de Periodismo IV (Empresa Informativa), leída el 01/02/2016

Directors:
DirectorsDirector email
Población Bernardo, José Ignacio
Uncontrolled Keywords:Comunicación comercial, Comercio electrónico, Comercio tradicional, Estrategia omnicanal, Comercio minorista
Palabras clave (otros idiomas):Commercial communication, Traditional trade, Internet sales, Strategy omnicanal, Retail distribution
Subjects:Social sciences > Economics > Marketing
ID Code:42198
Deposited On:18 Apr 2017 11:49
Last Modified:18 Apr 2017 11:49

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