Estrategia para la Innovación en el proceso de comercialización de artesanías de barro del municipio de Ráquira
Arts and crafts are the cultural expresión of a region or a town which embodies creativity within a product. One of the primary economic activities of the town of Ráquira, Boyacá, Colombia is the production of clay handicrafts and heir commercialization. Since the sale of these products are done thr...
- Autores:
-
Chacón Martínez, María del Carmen
Gaona León, Charly
- Tipo de recurso:
- Fecha de publicación:
- 2021
- Institución:
- Universidad Santo Tomás
- Repositorio:
- Repositorio Institucional USTA
- Idioma:
- spa
- OAI Identifier:
- oai:repository.usta.edu.co:11634/36727
- Palabra clave:
- clay handicrafts
production process
innovation
E-commerce
social media
artesanías de barro
proceso de producción
innovación
E-commerce
redes sociales
artisanat d’argile
processus de production
innovation
commerce électronique
réseaux sociaux
artesanato de barro
processo de produção
inovação
comércio electrónico
redes sociais
- Rights
- License
- Derechos de autor 2020 In Vestigium Ire 14-2
| Summary: | Arts and crafts are the cultural expresión of a region or a town which embodies creativity within a product. One of the primary economic activities of the town of Ráquira, Boyacá, Colombia is the production of clay handicrafts and heir commercialization. Since the sale of these products are done through traditional channels, the market for these products is unable to be strengthened. An analysis of the current situation of the artisanal sector and the participation of government entities that support the commercialization of these products was performed. A review of emerging trends such as E-commerce, social media, and other technological advances in developing successful businesses are part of the aspects discussed in this study. A descriptive methodology with a qualitative approach was utilized in order to analyze the current situation. Dialogues with a sample population of artisans, merchants, and other actors who support the business sector of the town were recorded. Based on the results, some recommendations are provided to implement digital strategies as an innovative way of marketing and recognition. This was especially the case of businesses whose products were not accredited, providing direct contact with the target audience and therefore generating more sales at the local and regional level. |
|---|