Análisis y propuesta de un sistema de comunicación, para fortalecer los servicios que presta el Ministerio de Inclusión Económica y Social Chimborazo (MIES-CH) en el distrito Riobamba- Chambo, en la provincia de Chimborazo, período 2014

Abstract

This thesis concerns the communication system which goal is to strengthen the services provided by the MIES in the district of Chambo-Riobamba in Chimborazo Province in the period 2014. We have analyzed the macro and micro environment variables, such as the technological factor, socio-cultural, political-Iegal, economic, and within the micro environment are: competitors, customers, suppliers and internal analysis of the institution. In the researching process, for the achievement of this thesis, was applied: the interview, direct observation, bibliographic sources and market research through the survey, which that allowed us to collect primary and secondary information that helped to develop a FODA diagnosis of the institution and an analysis of the target population for further study. Through the situation analysis and the results from the market research, proposal was raised where advertising strategies are designed, promotion, internal marketing, direct marketing, public relations, which identifies the most appropriate means of communication to be used by the institution to strengthen services and corporate image according to the institutional needs and develop activities that benefit the population living in poverty and vulnerability in Riobamba and Chambo cities. The results to get are expanding coverage of services to meet the needs and requirements of the users and beneficiaries, more over that the institution provides quality care. Therefore it is recommended to apply this system of communication to achieve a high level of recognition institution through services.