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Estudio De Mercado Digital. Industria De Sanitarios En China

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Estudio De Mercado Digital. Industria De Sanitarios En China Escuela Politécnica Superior Dpto. de Ingeniería Mecánica. Área Ingeniería de Organización PROYECTO FIN DE CARRERA Estudio de mercado digital. Industria de sanitarios en China. Autor: Edgar Palencia Rubio. Leganés, abril de 2015. Tutor: Juan Isacio Castillo Tello. Estudio de mercado digital. Industria de sanitarios en China. Edgar Palencia Rubio i Estudio de mercado digital. Industria de sanitarios en China. Título: Estudio de mercado digital. Industria de sanitarios en China. Autor: Edgar Palencia Rubio. Director: Juan Isacio Castillo Tello. EL TRIBUNAL Presidente: ______________________________________________________________________ Vocal: ___________________________________________________________________________ Secretario: _______________________________________________________________________ Realizado el acto de defensa y lectura del Proyecto Fin de Carrera el día __ de ___________ de 20__ en Leganés, en la Escuela Politécnica Superior de la Universidad Carlos III de Madrid, acuerda otorgarle la CALIFICACIÓN de ______________________________________________. VOCAL SECRETARIO PRESIDENTE Edgar Palencia Rubio ii Estudio de mercado digital. Industria de sanitarios en China. Agradecimientos. Han sido muchos años interrumpidos por experiencias personales laborales los que han pasado hasta llegar a este punto, y muchas personas que me han ayudado a crecer tanto a nivel académico, como profesional, pero sobre todo a nivel personal. Primero de todo, dedicar este proyecto final de carrera tanto a mi madre Blanca como a mi padre Luis por ser el apoyo moral y de recursos durante todos estos años, ya que sin ellos nunca hubiera podido haber llegado hasta este punto y siempre han estado presentes en los momentos difíciles. Del mismo modo que no puedo olvidarme de mis hermanos, Carolina por ser fuente de inspiración por su capacidad de superación y de seguir adelante frente a las adversidades y Héctor por ser un ejemplo de tenacidad y dedicación en todo lo que hace. Y a mí gato Tigre, el otro hermano de la familia, por estar ahí durante 18 años. A mis amigos Alfonso, Antonio, Zamora, Carlos, Frederik, Diego y Miguel. Tengo que agradecer a la universidad por darme la oportunidad de estudiar en Islandia, y a las personas que conocí y que de cierto modo formaron parte de mi familia allí. A toda las personas con las que me he encontrado durante mi experiencia profesional en China, gracias a Luis, Óscar y Mónica por confiar en mí y darme la oportunidad de aprender y evolucionar profesionalmente. A gente que me ha ayudado como Jordi, nexo y fuente de información con una empresa de sanitarios en China. Y al resto de personas, que me han influido para crecer tanto personal como profesionalmente. También a Joyce que ha sido el apoyo fundamental y fuente de motivación durante la realización de este proyecto final de carrera. Tampoco me puedo olvidar del personal docente y mis compañeros de carrera de los que he podido aprender y, además, ayudar y ser ayudado siempre que lo he necesitado siendo una pieza fundamental de mi carrera universitaria. Para finalizar, me gustaría agradecer a Juan Isacio Castillo Tello, profesor durante la carrera y tutor en este proyecto fin de carrera, que me ha guiado y permitido poner el broche final a esta etapa de mi vida, gracias por tu tiempo y esfuerzo. Edgar Palencia Rubio iii Estudio de mercado digital. Industria de sanitarios en China. Resumen. Palabras clave: Industria de sanitarios, estudio de mercado, industria digital, marketing, China, B2C, B2B, Internet, e-commerce, economía, análisis. En el presente proyecto fin de carrera se describe la idiosincrasia de la industria de productos de sanitarios en el mercado chino, realizando un estudio intensivo sobre el ecosistema que rodea al sector, desde los factores socioeconómicos, a los político legales, y centrándose en los tecnológicos, más concretamente la industria digital e Internet la cual está remodelando los modelos de negocio tradicionales. Se tratará de dar una visión global a los modelos de negocio B2C y B2B, además de definir y analizar todos aquellos agentes de importancia que forman parte de los mismos y algunas de las prácticas que desarrollan en el mercado. Haciendo hincapié en las plataformas de e- commerce y las estrategias que las marcas realizan a la hora de seleccionar su gama de productos y su precio de venta, entre otros. De igual forma, se analizarán las prácticas de marketing digital llevabas a cabo por la principales marcas del sector, tratando de obtener una idea de cómo cada marca se comunica con sus clientes e intentando encontrar patrones comunes que pueden denotar las mejores prácticas del sector. La finalidad que se perseguirá es que el lector pueda conocer de primera mano el entorno empresarial de las marcas de sanitarios en el mercado chino y las peculiaridades del mismo mercado en relación a las nuevas tecnologías de Internet y al marketing digital. Edgar Palencia Rubio iv Estudio de mercado digital. Industria de sanitarios en China. Abstract. Keywords: Sanitary-ware industry, market research, digital industry, marketing, China, B2C, B2B, Internet, e-commerce, economy, analysis. In this final thesis it will be described the idiosyncrasies of the sanitary ware industry in the Chinese market, developing an intensive study on the surrounding ecosystem of the sector from socioeconomic factors to the legal and political perspective, and focusing on technological factors, more specifically the digital industry of Internet which is reshaping the traditional business models at a high pace in China Mainland. It will seek to provide an overview of the business models, both B2C and B2B, in addition to defining and analyzing all the relevant actors within them, as well as some of the practices commonly developed. Putting emphasis on e-commerce platforms and the strategies that brands deploy when selecting their products and their selling price, among others. Likewise, digital marketing practices carried out by the leading brands will be analyzed, trying to get an idea on how each brand communicates with its customers and attempting to find common patterns that may reflect industry best practices. The goal to be pursued is that the reader can see first-hand the business environment for sanitary ware brands in the Chinese market and the particularities of the same market regarding to new Internet technologies and to digital marketing. Edgar Palencia Rubio v Estudio de mercado digital. Industria de sanitarios en China. Motivación. Al principio de la carrera, mi intención era enfocarme hacia la mecánica y el estudio del movimiento, en la cual me especialicé durante mis estudios técnicos, debido a mi preferencia por la física. Pero con el paso de los cursos, justo antes de decidirme por la especialidad de la ingeniería superior, empecé a interesarme cada vez más por la organización industrial y el mundo de los negocios, de ahí que optara por esta especialidad. No ha sido hasta recientemente que ese interés se ha orientado más aún hacia la consultoría y la gestión de proyectos. Fue cuando llegué a China, cuando tomé la decisión de que mi proyecto fin de carrera debería estar enfocado a dicho mercado, muy desconocido y al que muchas empresas españolas están recurriendo cada vez más para exportar y comercializar sus productos. A nivel académico me apasiona el análisis de datos y los casos de negocio característicos en consultoría, dónde el pensamiento analítico de un ingeniero puede añadir valor en la resolución de problemas, siempre teniendo como referencia empresas del sector como Mckinsey, BCG o la antigua Booz. Por lo que me finalmente me decanté por un estudio de mercado en China. La definición por el mercado de sanitarios vino a raíz de una experiencia profesional a través de un proyecto de marketing realizado en la misma industria, por lo que comencé a obtener inputs sobre la industria e información interesante, además de contactos necesarios para desarrollar un proyecto dentro de ese ámbito. Además, poseo cierta pasión por las nuevas tecnologías y la industria digital, adquiridas tanto a nivel educativo como a nivel personal. La industria de Internet en China está suponiendo una revolución en todos los aspectos por su reciente aparición y desarrollo, esto hizo que especificara aún más el proyecto fin de carrera, convirtiéndolo finalmente en un estudio de mercado digital de la industria de sanitarios. Con ello además, buscaba ofrecer un valor no sólo dentro del sector de los sanitarios, sino del sector de internet, ya que se trata de uno de los canales de marketing más demandados por empresas españolas dentro de China, y que más diferencias tienen respecto a occidente. Siendo mucha de la información mostrada aquí transversal y aplicable para otros usos. Edgar Palencia Rubio vi Estudio de mercado digital. Industria de sanitarios en China. Entorno. El proyecto se realizó paralelamente a mi estancia profesional en Shanghái, China. Esta comenzó en febrero de 2013, pero no fue hasta finales del mismo año, más concretamente noviembre, cuando desarrollé la idea preliminar del proyecto y presenté la propuesta del proyecto a Bernardo Prida Romero. Durante los dos últimos meses de 2013, y los meses de enero a mayo de 2014, realicé la obtención de los datos, fuentes, información y la asistencia a algunos eventos para poder tener toda la información posible en caso de tener que volver a España. La extracción de la mayoría de los datos (Data Mining) para los análisis realizados en el proyecto se hizo de manera manual debido a la no disponibilidad de uso de APIs gratuitas o económicas. Esto provocó que consumiera mucho del tiempo durante mi estancia en China en esta tarea. Los últimos meses de mi estancia en el país asiático, septiembre de 2014, revisé con el esquema de la propuesta del proyecto para comprobar si disponía de toda la información necesaria y actualizar aquellos datos que fueran posibles. Una vez en España traté, analicé y redacte el grueso del proyecto, extendiéndose desde octubre de 2014 a abril de 2015. El análisis de los datos se realizó en Microsoft Excel, siendo la herramienta principal usada durante el proyecto.
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