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Tipo de material : bachelorThesis
Título : Diagnóstico de la imagen del Club Deportivo el Nacional en la ciudad de Quito y propuesta de estrategias comunicacionales para captar mayor cantidad de socios activos entre la población civil de la capital
Autor : Coba Cevallos, Alejandro Xavier
Tutor : Soto Sandoval, Miguel Ángel
Palabras clave : COMUNICACIÓN CORPORATIVA;RELACIONES PÚBLICAS;IMAGEN CORPORATIVA;COMUNICACIÓN ESTRATÉGICA;FÚTBOL
Fecha de publicación : 2010
Editorial : Quito: Universidad de las Américas, 2010
Citación : Coba Cevallos, A. X. (2010). Diagnóstico de la imagen del Club Deportivo el Nacional en la ciudad de Quito y propuesta de estrategias comunicacionales para captar mayor cantidad de socios activos entre la población civil de la capital (Tesis de pregrado). Universidad de las Américas, Quito.
Resumen : El presente trabajo consiste en un diagnóstico de la imagen e identidad del Club Deportivo El Nacional en la ciudad de Quito, una vez obtenido el diagnóstico, se procedió a la elaboración de estrategias comunicacionales con el fin de captar una mayor cantidad de socios civiles entra la población civil de la capital…
Descripción : This thesis is a diagnostic tool of the image and identity of Club Deportivo El Nacional in the city of Quito; once the diagnosis was made, the next step was to proceeded to the processing of communicational strategies in order to increase the number of civilian members within the population of the capital.Before working out any strategy, it was necessary to make clear general concepts about the meaning of communication, its different schools, image and stakeholders. In order to have an image of Club Deportivo El Nacional, it was necessary to investigate its rich history, it was of great importance as well the surveys done in the Olympic Stadium, in order to get direct information from the fans about the real image they have of the Club. It was also required to make interviews to characters associated to the soccer team and people in the business of corporative communication. Another basic step was to analyze the visual image of Club Deportivo El Nacional in the minds of its different stakeholders. To process the communicational strategies, first it was important to talk about the importance in companies and sport clubs of having a good corporative image. The next step was to find soccer teams with a similar ideology as Nacional, to apply certain aspects of their successful image to the team. The chosen clubs were Chivas from Mexico because they also play only with native players, and CSKA of Russia which is the team of the national army. Once obtained this information, the final step was to make the different communicational strategies to collect more civilian members for the team. The benefits of becoming a member include cheaper tickets to the games and benefits with the sponsors of the team.
URI : http://localhost:8080/handle/33000/844
Aparece en las colecciones: Licenciatura en Comunicación Corporativa

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