Planificación e inteligencia de mercado en la empresa contemporánea

• Autores: Oswaldo Antonio Fiallos Tapia, Ximena Alexandra Flor Freire
• Localización: Revista Publicando, ISSN-e 1390-9304, Vol. 4, Nº. 11, 2, 2017, págs. 751-760
• Idioma: español
• Texto completo no disponible (Saber más ...)
• Resumen
  • español

    Con el rápido desarrollo de la tecnología de la información, los clientes no sólo compran en línea, sino que también publican comentarios en las redes sociales. Este Contenido Generado por el Usuario (CGU) puede ser útil para comprender las experiencias de compra de los clientes e influir en las intenciones de compra de los futuros clientes. Por lo tanto, la inteligencia empresarial y la analítica son cada vez más defendidas como una manera de analizar el (CGU) en las redes sociales y apoyar las actividades de marketing de las empresas. Sin embargo, debido a su estructura abierta, el (CGU) como las revisiones de los clientes pueden ser difíciles de analizar, y las empresas lo encuentran difícil de aprovechar. Para llenar este vacío, este estudio tiene como objetivo una revisión bibliográfica de investigaciones que desarrollas estas prácticas de inteligencia de mercado en la empresa contemporáneas. Los principales resultados de la investigación se destacan la utilizando un enfoque de minería de texto, que permite identificar los atributos clave que conducen la satisfacción del cliente o la insatisfacción hacia los productos y servicios.

  • English

    With the rapid development of information technology, customers not only buy online, but also post comments on social networks. This User Generated Content (UGC) can be useful for understanding customers' buying experiences and influencing the buying intentions of future customers. Therefore, business intelligence and analytics are increasingly advocated as a way to analyze (UGC) in social networks and support the marketing activities of companies. However, because of its open structure, the (UGC) as customer reviews can be difficult to analyze, and companies find it difficult to take advantage of. To fill this gap, this study aims at a bibliographic review of research that develops these practices of market intelligence in contemporary enterprise. The main results of the research are highlighted using a text mining approach, which allows identifying the key attributes that lead to customer satisfaction or dissatisfaction towards products and services.

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