Plan de marketing y comunicación estratégica para el gobierno autónomo descentralizado parroquial Rural Alluriquín

Abstract

Abstract: The research work presents proposes a marketing and digital communication plan for an artisanal store ASC Pinchupa Wajarai María Martha, located in the province of Orellana and led by a Shuar woman. The primary objective was to improve the digital visibility of the venture and strengthen the cultural positioning in the national and international market. The methodology was a mixed approach, using qualitative and quantitative techniques such as interviews, surveys, direct observation and web analytics. The results reflected a high quality assessment of the product, but limitations were also evident in the digitalization and diversification of sales channels. A marketing strategy was designed based on social networks, catalogs, internal training and cultural content, respecting the identity of the Shuar people. The project contributes to the empowerment of indigenous women, the strengthening of fair trade and the promotion of Amazonian cultural wealth through modern communication tools adapted to their reality.