Propuesta de una estrategia de marketing de un portal musical recomendador de canciones de artistas nacionales.

Abstract

This investigation was made in response to the problems that Ecuadorian singers or groups have to make their music known, since the traditional means of massification are very costly or have closed the doors to the music industry and many Ecuadorian talents. The objective of this work is to investigate this problem and propose the creation of a virtual community with the purpose of contributing and promoting national music, empowering the Ecuadorian artists in a local way, which can later be screened internationally. A sample of the population was interviewed. The method used to obtain the information is the probabilistic sampling method, as well as a survey that facilitated the realization of a quantitative investigation. The result obtained through the survey yielded very positive data where users would be interested in joining a virtual community and receive information and news about Ecuadorian music, such as album releases, video clips and they will be able to find more people with the same music preferences. As a conclusion, the users of the virtual Community will be able to interact with each other, publish comments, seek for information of the career of national artists, recommend them, among others characteristics.