Marketing de proximidad en la empresa de franquicia

espanolSe analiza la implantacion de las estrategias del Marketing de Proximidad en las Empresas de Franquicia espanolas y extranjeras, en Espana. Parte de dos hipotesis: 1. la empresa de franquicia tiene poco aprovechada su web; 2. la empresa de franquicia tiene una alta presencia en los espacios 2.0, generando herramientas que le permiten una rapida y eficaz interaccion con sus consumidores. El objetivo es describir y analizar los recursos utilizados para interactuar con sus clientes finales, centrandose en el estudio de la presencia en medios sociales. Para la recogida de informacion se ha utilizado un cuestionario estructurado. Los principales resultados muestran que la empresa de franquicia posee una web corporativa escasamente aprovechada como herramienta de comunicacion con su publico. Se observa una gran presencia en canales 2.0, gestionados mayoritariamente por un Community Manager. EnglishThe article focused on analyzing the implantation of the strategies of the Marketing proximity in the Spanish and foreign Franchise Companies, in Spain. It starts from two hypotheses: 1. The Franchise Company has his web slightly taken advantage of; 2. The Franchise Company has a high presence on 2.0 spaces, generating tools that allow him a rapid and effective interaction with his consumers. The aim is to describe and to analyze the resources used by this type of companies to interact with his final clients, focused on the study of their presence in social media. The method is based in a structured questionnaire. The principal results show that the franchise company possesses a corporate web scantily taken advantage as tool of direct communication with his final public. Nevertheless a great presence observes in different channels 2.0 managed in a high percentage of the cases by a Community Manager.