Marketing digital para posicionar la disciplina de ajedrez de la federación deportiva de chimborazo Ciudad Riobamba

Abstract

In this study, a research project type, a digital marketing plan is proposed for the positioning of the chess discipline of the Sports Federation of Chimborazo, Riobamba city, which aimed to design digital marketing strategies aligned to the Federation through a situational analysis that allows positioning the chess discipline. For the development of this research, a qualitative and quantitative research approach was used, with an exploratory and descriptive level, the study design was non-experimental and for data collection a field study was carried out through the development of surveys and interviews. The sample for the study was 383 people, the survey was applied, and it was subjected to a validity and reliability process using the Cronbach's Alpha coefficient to guarantee reliability. For the analysis of information, matrices such as SWOT, MEFE and MEFI were developed, which helped in an in-depth analysis of the current situation of the Chimborazo Sports Federation in the chess discipline and the lack of recognition of the sports discipline among the Riobamba population. The proposal contains different strategies to achieve the positioning of the chess discipline, through presence on social networks, blog creation, training, among others. The application of the different strategies will help to meet the proposed objectives and therefore achieve the positioning of the chess discipline in the city of Riobamba.