Diseño de un Modelo de Gestión Comunicacional para promocionar la caña de guadua para el Gobierno Autónomo Descentralizado Provincial de Santo Domingo de los Tsáchilas, para el periodo 2015

Abstract

This research aims to design a communication management model in order to make know Guadua cane to the Decentralized Autonomous Provincial Government (DAG) in Santo Domingo de los Tsáchilas during 2015 period, for that reason this product (guadua cane) is not known in the market because there is not a proper use of the media and producers do not know how to project his image with public. The objective of this research is to promote the attributes of guadua cane through a study market in which could clearly identify the supply and demand from this product in the province of Santo Domingo de los Tsáchilas. Advertising strategies according to the model of communication management was designed which facilitate the positioning and thus the profitability of the guadua cane opening opportunities to marketers and producers of bamboo. It concluded that the proprieties of Guadua cane are not adequately disclosed, neither there are any advertising strategies that spread, so that most people who are dedicated to the construction do not know the benefit that it has and do not exploit efficiently. It recommended to DAG provincial strengthen links with public and private institutions working in meetings, production, marketing and exploitation of guadua cane using them as wood substitutes to work together, gaining benefit and increased participation in the market.