Publication: Aplicación y comparación de metodologías (análisis de contenido y lógica borrosa) en el análisis de sitio web de los mayores productores siderúrgicos chinos clasificados por Forbes en 2015
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2018-06-06
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Universidad Complutense de Madrid
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Abstract
La presencia online es un término que incluye mucho más que unos simples objetivos y estrategias. Más bien se entiende como una oportunidad para las empresas. Por lo tanto esta oportunidad, en realidad tienen que aprovecharla todos los tipos de empresas en la práctica, para poder destacar en el mercado y lograr sus objetivos comerciales. Los avances tecnológicos en los últimos años han obligado a las organizaciones a utilizar nuevas formas de comunicación social, ya que todo el mundo necesita estar conectado mediante Internet para comunicarse de manera efectiva con sus clientes, ya sea un proveedor o un intermediario. El objetivo principal de esta tesis es delimitar las formas en que las mayores compañías siderúrgicas de China utilizan su página web para agilizar las comunicaciones con los clientes. Esta tesis es un estudio comparativo, y su propósito es contrastar el uso de metodologías (análisis de contenido y la lógica difusa) en el análisis de las páginas web de las empresas de los mayores productores de acero de China clasificados por el ranking de Forbes en 2015. Esta tesis por tanto establece los indicadores necesarios para el análisis de los sitios web de las 10 empresas siderúrgicas chinas, clasificadas por la revista Forbes en 2015 como mayores productores de acero del mundo globalmente. La novedad de este trabajo estriba en la comparación de dos metodologías diferentes como el análisis de contenido y la lógica borrosa, con la búsqueda de ventajas e inconvenientes que la selección de estas dos técnicas implica...
Virtual presence is a term that includes significantly more than a few simple aims and strategies. Rather, it is better understood as an opportunity for firms. Therefore, this opportunity is one that all kinds of companies must take advantage of in practice to show their existence and accomplish their commercial targets. As technological advances in recent years have forced organizations to enter new forms of social communication, all need to be connected with the Internet to communicate effectively with customers, no matter whether they are suppliers or intermediaries. The main goal of this thesis is to outline the ways in which China’s largest steel companies use company websites to streamline communications with the customers. This thesis is a comparative study, and its purpose is to compare the use of methodologies (content analysis and fuzzy logic) in the analysis of the company websites of China’s largest steel producers as ranked by Forbes in 2015. This thesis determines the necessary indicators for the analysis of websites of China’s 10 largest steel producers as ranked by Forbes magazine in 2015. The importance of this work is the comparison of two different methodologies such as content analysis and fuzzy logic, including an examination of the advantages and disadvantages of these two selected techniques...
Virtual presence is a term that includes significantly more than a few simple aims and strategies. Rather, it is better understood as an opportunity for firms. Therefore, this opportunity is one that all kinds of companies must take advantage of in practice to show their existence and accomplish their commercial targets. As technological advances in recent years have forced organizations to enter new forms of social communication, all need to be connected with the Internet to communicate effectively with customers, no matter whether they are suppliers or intermediaries. The main goal of this thesis is to outline the ways in which China’s largest steel companies use company websites to streamline communications with the customers. This thesis is a comparative study, and its purpose is to compare the use of methodologies (content analysis and fuzzy logic) in the analysis of the company websites of China’s largest steel producers as ranked by Forbes in 2015. This thesis determines the necessary indicators for the analysis of websites of China’s 10 largest steel producers as ranked by Forbes magazine in 2015. The importance of this work is the comparison of two different methodologies such as content analysis and fuzzy logic, including an examination of the advantages and disadvantages of these two selected techniques...
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Tesis inédita de la Universidad Complutense de Madrid, Facultad de Ciencias de la Información, leída el 27-11-2017