Modelo de gestión de comunicación corporativa en la empresa GPDATA para mejorar su posicionamiento en la ciudad de Riobamba.

Abstract

The following investigation´s objective is to design a corporate communication management model to improve the positioning of the company GPDATA in the Riobamba city. The lack of information within this company for an effective and formal communication, directed at internal and external customers, it has made corporate identity unrecognizable in the city, so the commercialization of services has diminished significantly. It has considered that the management of the corporate communication is empirical; for that reason it has a low position in the market, so it was necessary to create a management model focused on corporate communication through strategies. After identifying the problem, the most convenient methodology was identified to obtain the necessary data for this data collection was done through surveys that helped to define an analysis of the actual situation of the company, a corporate communication model is established through strategies that after being applied it was obtained that 75.4 % of the population surveyed recognizes the corporate image of the company in a positive way, in addition to the benefits it has. It was concluded that with the company in the Riobamba city. It is recommended to establish a deeper strategies evaluation to establish corrective actions in the short time to take advantage of the same and thereby strengthen the positioning of the company