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Smart TV Sí Que Supone Un Gran Salto Tecnológico Importante

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Smart TV Sí Que Supone Un Gran Salto Tecnológico Importante INSTITUTO POLITECNICO NACIONAL ESCUELA SUPERIOR DE COMERCIO Y ADMINISTRACIÓN SANTO TOMÁS SEMINARIO: “APLICACIONES DE LA PSICOLOGÍA AL TRABAJO EN MERCADOTECNIA EN FUNCIÓN DE TENDENCIAS GLOBALES DE COMPORTAMIENTO DEL CONSUMIDOR” TRABAJO FINAL “ESTRATEGIAS PARA LA CONSOLIDACION DE LA IMAGEN DE MARCA DE HISENSE S. DE R.L. DE C.V; EN EL MERCADO DE PANTALLAS EN MEXICO” QUE PARA OBTENER EL TÍTULO DE CONTADOR PÚBLICO PRESENTAN: FLORA CUEVAS CRUZ ROGELIO GARCES PANTALEON LICENCIADO EN RELACIONES COMERCIALES PRESENTAN: KAREN ARELI CABRERA ISLAS JORGE IGNACIO ESQUIVEL SOLIS JESSICA MERITH GARCIA ZÁRATE CONDUCTOR: LIC. MARÍA ELENA MORALES PEÑALOZA CIUDAD DE MÉXICO FEBRERO 2016 INSTITUTO POLITÉCNICO NACIONAL CARTA DE CESIÓN DE DERECHOS En la Cuidad de México, D.F., el día 15 del mes de Febrero del año 2016 los que suscriben: Flora Cuevas Cruz Rogelio Garcés Pantaleón Karen Areli Cabrera Islas Jorge Ignacio Esquivel Solís Jessica Merith García Zarate Pasantes de las(s) Licenciatura(s) 1. Contador Público 2. Relaciones Comerciales Manifiestan ser autores intelectuales del presente trabajo final, bajo la dirección de María Elena Morales Peñaloza y ceden los derechos totales del trabajo final Estrategias para la Consolidación de la Imagen de Marca de Hisense S. de R.L. de C.V. en el Mercado de Pantallas en México al Instituto Politécnico Nacional para su difusión con finales académicos y de investigación para ser consultado en texto completo en la Biblioteca Digital y en formato impreso en el Catalogo Colectivo del Sistema Institucional de Bibliotecas y Servicios de información de IPN. Los usuarios de la información no deben reproducir el contenido textual, graficas o datos del trabajo sin el permiso del autor y/o director del trabajo. Este puede ser obtenido escribiendo a las siguientes direcciones electrónicas: [email protected], [email protected], [email protected], [email protected], [email protected]. Si el permiso se otorga, el usuario deberá dar el agradecimiento correspondiente y citar la fuente del mismo. ______________________________ ______________________________ C.P Flora Cuevas Cruz C.P. Rogelio Garcés Pantaleón ______________________________ _____________________________ Lic. Karen Areli Cabrera Islas Lic. Jorge Ignacio Esquivel Solís _______________________________ Lic. Jessica Merith García Zarate AUTORES INDICE INTRODUCCION .................................................................................................... 9 ANTECEDENTES ................................................................................................. 10 Historia de la Empresa ...................................................................................... 10 HISENSE en México ....................................................................................... 11 Misión ............................................................................................................. 12 Visión .............................................................................................................. 12 Productos ........................................................................................................ 12 Evolución de la Categoría .................................................................................. 13 Primeros Desarrollos en la Televisión ................................................................ 13 El Movimiento en la Imagen en la Televisión ..................................................... 14 Televisión mecánica, el Disco de Nipkow y la Rueda Fónica ......................... 15 PRIMERA TELEVISION ................................................................................. 21 El tubo de rayos catódicos .............................................................................. 21 El Desarrollo de la Televisión ............................................................................. 29 La Televisión a Color ......................................................................................... 31 Tecnología de Tv ............................................................................................... 33 Historia de la Tv en Imágenes ........................................................................ 34 Televisión de Plasma ...................................................................................... 43 La Alta Definición "HD" ................................................................................... 46 Televisión 3D .................................................................................................. 48 Los Televisores Curvos, El Último Salto Tecnológico ..................................... 49 TECNOLOGÍA 4K ........................................................................................... 49 La Relación de Aspecto ..................................................................................... 51 La Digitalización ................................................................................................. 53 Arribo de la Televisión a Hispanoamérica .......................................................... 55 Primera Etapa de la Tv en México .................................................................. 56 Segunda Etapa ............................................................................................... 59 Tercera Etapa ................................................................................................. 61 Cuarta Etapa ................................................................................................... 65 Quinta Etapa ................................................................................................... 67 Sexta Etapa .................................................................................................... 69 Séptima Etapa ................................................................................................ 75 Situación Actual .............................................................................................. 84 Competencia ...................................................................................................... 87 Participación de Mercado – Fabricantes de Pantallas tipo LED. ........................ 99 Diseño Del Producto .......................................................................................... 99 Atributos Intrínsecos: ...................................................................................... 99 METODOLOGÍA. ................................................................................................ 101 Problema .......................................................................................................... 101 Objetivos de la Tesis ........................................................................................ 101 Tipo de Investigación ....................................................................................... 103 Tipo de Datos ................................................................................................... 103 CAPITULO I DISEÑO DEL PRODUCTO ............................................................ 104 OBJETIVOS ..................................................................................................... 105 Concepto de Producto ..................................................................................... 105 Tipo de Diferenciación ..................................................................................... 105 Atributos Intrínsecos ........................................................................................ 106 Categoría de Producto .................................................................................. 106 Componentes ............................................................................................... 106 Beneficios ..................................................................................................... 109 Atributos Extrínsecos ....................................................................................... 110 Logo de la Marca .......................................................................................... 110 Embalaje ....................................................................................................... 111 Empaque ...................................................................................................... 112 CAPITULO II PERFIL DEL CONSUMIDOR ....................................................... 113 OBJETIVOS ..................................................................................................... 114 Variables que Determinan la Segmentación .................................................... 114 Segmentación en Función del Consumidor ..................................................... 115 Características Demográficas ....................................................................... 115 Características Psicológicas ......................................................................... 115 Características Sociales ............................................................................... 115 Segmentación en Función de las Características del Producto ....................... 116 CAPITULO III ESTRATEGIAS DE DISTRIBUCION ........................................... 118 OBJETIVOS ..................................................................................................... 119 Canal de Distribución Principal ........................................................................ 119 Canales de Distribución Secundarios ..........................................................
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