Estrategias de comunicación corporativa para reposicionar un centro comercial. Caso “Plaza Guerrero de Chilpancingo, Gro. México

Abstract

The main purpose of this research is to study from the
perspective of corporate communication, the strategies
that a shopping center can implement to achieve the
preference of the public, particularly in the case of the
"Plaza Guerrero" shopping center, which seeks to
reposition itself among the inhabitants of the city of
Chilpancingo, and thus avoid its closure in the short
term, since with the arrival of new shopping malls in
the city, there has been stiff competition that has forced
shopping centers to find a way to differentiate
themselves with respect to the others, to obtain the
preference of the public, in such a way that they are
loyal to them.
In recent years this shopping center has had a
significant drop in customers, which has caused
growing concern for its present and future, since
despite being the first shopping center in the city, it is
currently suffering a crisis due to rowing competition.
Therefore, this work aims to determine corporate
communication strategies, which could be
implemented to reposition it in the taste and
preference of its audiences