14 ibañez guzman by disenouc

PRIMO: Línea de accesorios contenedores de cuero para el nuevo público masculino, producido según los principios del Movimiento Slow.

Tesis presentada a la Escuela de Diseño de la Pontificia Universidad Católica de Chile para optar al título profesional de Diseñador

María Isabel Ibáñez Guzmán Profesora Guía: Soledad Hoces de la Guardia Julio 2014 | Santiago, Chile

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INTRODUCCIÃ&#x201C;N

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MERCADO

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SEGMENTACIÃ&#x201C;N: ACCESORIOS MASCULINOS

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2X ANÁLISIS DE LOS RESULTADOS

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ANTECEDENTES Y REFERENTES

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4x ANTECEDENTES

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FORMULACIÓN DEL PROYECTO

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! ( " )" #" $ 3" !$ , # 1'( ' $ & () ! - & " ' (& #" ' , $#$) & ' & 3" (3 #" #&& "( ' !1'( ' #& "( ' , '( #' * ( &" ( *#' & 0 ' '( "( ' ! " '( #" ' & # ' ' ( " " )" && & )' &#' #'# 1 , "(&#$# # 1 ( +(#' '# & # # 1 " ! # " ' &# &# ( &" ( *# , !4' " ! # " $ " !# # )"#' $ 1' ' ) !0& # !0& "(& " ') # ' " # )* "() ( !$& " ' $#' %) , # ) '( ' /( # #!# !# &# (& #&

/ + #% # " # $ " # # % # # " # "" !% "- $" " % # % " # " # & $ ' #

"!% " # $ # # # # # # % " # & $ # #% ,$ $," # " % 0 # $ &

" " # " % # $ # # # " " 0 # % " " % $ # # . !% " # #%# # ) ( $ $ & # % " % $ %" %) %# # % " ) $ " $ ) % # % " " % * $ &

" " % " % #$ # " # !% # $ # " " 0 # % " $ # " !% " $ # " # % $ " # #%#$ $ " % $ # $ % #$ & $ # " # # # ' #

$ " # / # #$,$ # %#% " " " $ " " $ " # # " # $ "+ # " " " # # #%#$ $ # + $ "" !% "-

2x EL PRODUCTO

#$ " % $ #$+ " $ # $ ) %" " #% # . # # " " * # %) "$ " %* " # % # $ - # " $ # ) # !% # % # " " $ % " !% # % $ # " + $ " " % ) " " & $ $ " # $ " # # "+ # $ % # ) " # #$ $ # " # %" " % ) " & " % $

#$,$ # " % $ # #$+ # # "& / # " # !% #$ $ " ) %$ * # $ # * $ # ) # $ # & $ - # ,$" # # # $ " # # %$ $ " $ # # " %" " " , # " # " $ # ) %" # # $ # #% " % #

# # " # ' # "$" ) " % / !% . # $ " # / # ) %" # #% "+ $ " 1 $ 2 # " "+ ) $ " * "+ # # $ #

%" $ * / $ " # #%#$ $ # " $ "$ # "$ / " % $ " # # "$ $

" " / " % $ " $ " ) "$ # & " " # " $ " " # " / ) " % / !% , !%, # & / " $ " " / ) ($ # / & 0$

! $ # $% % $ ! $ ! # / ! # & $ / #&! # $ # % $ . $ $ 0 $&$ # % #.$% $ & $ * ' # $ & )%# "& $& $%#& %&# $ $ #, !# ! % # % #.$% & !# # % ! $ ! % # + # & / "& $%- $ $%&# $ ## "& #. "& $ "& $ #, !# % % ! ! # $% !# * % %.%&

"& $ $ ## / $% !# * % $ # # "& $% % # ' * # % "& $ $ #. ! # - $ !# % % ! $ !# $ % $ $% % !# $ % % $ $ # % #.$% $ % # $ %- $ / $ "& $ & $ # % ! ! # %# # $ !# & & $ $& / !# % % ! $ $ &$ / !# # $&$ ! $ %- $ * % $% # !% / $& $%-% % # . % ! !# $ %.%& ! #% !0 &$& #

$ $% !# & / $ ! + $ / $% - $ , % ( $ $ # + #, # #% $ &% + %- $ %# $ ## "& #. !# # & # $ % / % % $ ) & $ * - $ ' #$ . $ $ # $& $

$ / # &## # *& $%# ## "& # & ' $ - $ &$ / $ ) #% $ . ! # $& . $ $ * % $ & # $ $ # !# $ !# & / ! # & $ / #! # # % $ # & #+ $ $ !& % $ * # % $ /

$ $% !# & / $ ! + $ / $% - $ , % ( $ $ # + #, # #% $ &% + %- $ %# $ ## "& #. !# # & # $ % / % % $ ) & $ * - $ ' #$ . $ $ # $& $

$ / # &## # *& $%# ## "& # & ' $ - $ &$ / $ ) #% $ . ! # $& . $ $ * % $ & # $ $ # !# $ !# & / ! # & $ / #! # # % $ # & #+ $ $ !& % $ * # % $ /

# $ & % $ &$& # "& &$% $ $ $ $ $ / $ $ # *0 & & $% $ # "&- ' $ # $ $& % #0 & &$ 1 % $ $ $ % $ $ $ # $ & # $ & % $ $ #%! ! ,! $ . # $ ' $ ! # ' % $ % % $ ## $ ) # # $ 0 "& $ % # $ ) # % / . % # ! ! # $ ! #% # ! $ ) $ $ $ $ & % 2 ) & ! $ !# ( $ & $ ! % 0 # * # & %# & % !# & 0 ) $ / + ## 0 $ $ ! # # $ ,$ # * $ %- % ) $& # $ $ # $ $ # $ # $ $ # $ ) % # ! # ' # $ ! * $ !# ) %

! % 0 $ . # * # % $ $ ! * $ !# & % %# ! $ % $ $ ! # !# ' # $&! # & # # ,$ %

) #. $ $ $ & #! !# ! $ ! * $ $ !& # & $ ! * %&# * ## & # $ ! * $ & # ! $ !# ' # % $& $&! # ! # $ / ! % $ $ % # &$ $%

!# # & # $ &$ * # $ ! * $ %# & # "& $ !# ' # $& $&! # * ) $ #% $ ! % $ $ # '

* !& *0 $ # $ ! & $ ! * $ & $ ! $ # $ $%&# $ $ !& % $ * # $ ## $ & # # ! $ ## % $ % & # $%# "& $ / $% %# $ & # $ ! # $ $%&# $ $ # $ !& % $ ! # $ $%&# $ ) & * $ ! # # & % # $ $ ! * $ & # ! # "& $ !# ' "& $ $ # $ #

# $ ! * $ $% 0 $ # * #, ## % $ %# $ $ # * $ $ & $ ) !# $ $ # ! # # * 0 $ !# % % ! $ $ 0 & # $ $ $ "& $ ! & ! # !# & # + # * % %# #% # ) # $ ! * $ ) & % # # * !# $ $ & $%&# # "& &% * & ,"& $ # # % &$%# ,$ $ %-# $ $%&# & #

#% % ( + (/% ) ( " / (1$ %)*+( ) $ "%) ( # * ) &+$*%) )*( *2 %) &%( ! # &"% "%) -*( #%) " ) %)*+( ) + (&% . %") ""%) '+ "% # ( * $ )*% .+ +$ ( " + (/ '+ " & )% )% ( " ) %)*+( ) ) %)*+( ) ) ( # * $ ,%", $ %) %) &+$* ) . ) #+" $ % " %

$ " / $ % "%) &(%*%* &%) $ +)% ) % ) (,5 '+ " * (# $ 5$ '+ ) 3 &" $* % ! (" $ " , * + (% (+ % '+ /1) $% + ) " 5&* # & ( ) +( ( " +( " " &(% + *% $ , )* )*% ) 5 *%# ( # ) & ( ( %(/ ( "%) #% "%) ) %(( ) ) $ ) ( % " & + (% %) %

% " ) )% ( )3 # )# ) & ( &(%&%( %$ ( " ( ) )* $ + . , * ( '+ " + (% ) ((+ + . %) %( ) ) $ "" , ( +$ % " ""% & )&+$* % & ( , * ( '+ " # * ( " . ) ((+ $ )+ ( )+"* % )*2* % % +$ %$ "

#% % &(+ &%( %$) !% %$ + $ ) +* " /5 +$ ( # $ , / %)*+( $ +$% "%) &(%*%* &%) (% ) ) (*5 & ( +*+ (%) #% "%) &( $ & "# $* &%( )+ &% +$ 5$ )*2* %$ " ( )*% " "3$ . " %& 5$ +* " / ( ( +()%) %#% %)*+( ) #1) %( ) "% &" $* % %( $ "# $*

%$ " $ $*( ( +$ ( )+"* % " )+& ( %( ) ( )& * ( " ( *#% *( !% " (* ) $% #% % '+ &+ () * #&% & ( &%$ ( " * $ 5$ * "" " %$ 5$ . +.% &(% + *% ) +$ % ! *% '+ ( "# $* " .+ ) $* () ( " / % $ )+ *( !% ) &%( ""% '+ ) )* # '+ " ) & / ) #1) %#&" ! ) ) ( " #% " . " %")% &+ $ ( '+ ( ( %( ) & ( )+ %#&" * " %( 5$ &" $ '+ "%) &(% + *%) " %" 5$ ) %$ %$ $ # '+ ) ( " $ "%)

& %) %$ " $ $% * $ ( +$ '+ "# $ ( % '+ %$ + $ * $ " %)*+# ( + ( ( $ )+ * "" ( "%) &(% + *%) '+ %$ %$ $ %(# (1 &(%& # $* "%) * #&%) )& ( $ "%) # %) +) 5$ " # (

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

$ " / $ % " ) &( )* %$ ) . - $ ) *2 $ ) '+ ) $ )%&%(* ( "%) #% "%) ) 5 +* " / ( %) , ( ) + (% '+ ) %#&" # $* ( $ & ( %*%( ( " - " % ( / . (# / $ " ) & (* ) '+ %(( )&%$ %) + (%) )& 3 %) '+ ) +* " / (1$ & ( " %$ 5$ "%) &(% + *%) $ )* * & " &(%. *% )%$ %) " '+ ) "" # % $ " # ( % . " &( # (% ) +$ # * ( " " % &%( )+ ( " * , " )* ( )& *% )+ (%)%( "% '+ & (# * (1 (# ( " )*(+ *+ ( ) $ )*( ) ( " # * ( " " (%)%( " $ & , (3 $*( "%) . # "3# *(%) "% '+ "%

! % ! " %"&"% !' % " % &(# % "% ( &'% (! ' *'(% & $( !" ' "& #"%"& + (! % " "# " !'% & $( % ) %&" #"& (! " ' % "# " + &( ) & (! " & (! ( %" $( #"& -& % , + %"&"% !'% + / '%"& #"% " $( & # , #%"#"% "! % &'%( '( % &' & #%" ( '" (%' " ) ' "& &"! "% ! ) (!" " ! %-! "& # % ( % % "& & # '"& ! & % "& (% + &'%( '(% ! "& " "& " 0! "% # " ! & # , & $( '1 ! " " (! ( & (' , %- ! # + & & & $( &

! & ' ! % & & (' , %- &( ' &# '" # ' " "% & 0 (' , % '"!"& . &" % "& + $( )" % ! ( %" !) " -& & ! " ( %" (%' " ) ' &( " "% & & % &'% ! '"!"& ! '(% & ( %" + & % & ! & " ' & "# "! & % "& % & 0 ! " !" ! % " %%"$( ! %/ " "% % ! $( % (! "!'% &' "! '"!" "& (%" ( %" "! ! % &' % '% " "&'(% &

/! #% % /! & %%" % &'- & ! '% " "& '(% & + & # , ! &'.' + #%" &" #%" ( 0!

!& "! & * * & # -* '%"& & % # 0! " "! # ! & %/ "& + ' # &( ' ( ' % ! # %% #"% ' % & "%% & (&' &

DESARROLLO DE LA MARCA & ' &&# # ! & ' & * ' &#" #' #" $(#' , ' "' #" ' ' %) ' ' & ! ( & #" $&# ) (# "(& ' $& !#& ' " - ' & 2" '# - , )&

& &#" #(& ' #$ #" ' #!# $#& !$ # )' & "#! & ' #! & %) & ! ( & " $ ' # " #"' & 2" &. ( & (& # &( ' " (& #" %) ( " " #' $&# ) (#' "(& #' $# &0 " & ' # #' "#! & ' #' &( ' "#' #' %) ' & )&& &0 $ & * & # $&#, (# ( " ' # ' & # / (#& &(# #! #

& ! & ' & ' 2" " )" ' &

" ! "( ' 2 %) " ! " %) ! #& - #" '$0& () $&#, (# ' )' 5 & !#6 " ') ' "( # $& ! & ' & ' 2" " )" ' & ' & .' # & * ( & #" )' #" ' '# & ' '( "( ' $ # " ' 5$& !#6 ' 2 ) & & )&'#'

%) ) & " * ') ! "( 5 46 #!# $#& !$ # )'# 5 6 #!# 5 6 # # 546

+$ & ! "( " # #" ' '( "( ' #$ #" ' ' 2 $#& )" %) %) & & " ' & 2" #" ! " ! '!#

& & )" ( $# & 0 $ & ! & ' (#! &#" " ) "( #' ! '!#' #" $(#' ' !$ , $)& - #' $ & & " ! " )' &#" ) "( ' &.$ ()& , ' " ' '$ ! "( ' " ' & ' " #&"#' ')$ & )#' %) (& "'! ( & #' #" $(#' "( & #& ' #$(2 $#& )( - & ( $# & 0 " ') * & "( " ' 1 $#& '( ) "( &* " " ') " ( & (& # , ' (& 2 "3! &# !# " # " & $ & & !$ - & (&

& & ' )' 2 #!)" & ) " ' & ( &0'( ' $& " $ ' $&#, (# $#& !$ # " ) "(# ') &. ( & # ') # ! ( & ' '0 #!# ' #"' & &#" #!# $#' ' '

#" # ( *# * ( & #" )' #" ' #!# & ! ( & "( ! "( ) & " ! ! 5 # ) &#6 # & " " #&! 2" " #! $ ( ' 2 & $#& !.' &( & 5 # " 6

# " ) &# "# ) &# # 2 #

,( " " # 4 - #" $(# ! & ' 4 %) #' "#! & ' #' !# #' ) & " "5! &#' $& !#' ( 6 $ & & #&. & $ 4" 7$& !#8 %) ' %) & & ! ( & $& ! &# ' '2 ' "#! & &0" ' ' & ' $&# ) (#' ' 5" ') 7 & &%)2 8 $ &( " # !0' & " !0' $ %) 3# ' &0 !# # '# $#&( # )! "(#' ( & !#" &# - '2 ' ) # #" '( !1(# # $) ' "#!

& & ) %) & #(&# $&# ) (# %) ' " #&$#& $ & ,( " & # 4" " )()&# )" ' $ # $ #" $#&( && #' - #(& ' ' ' #"( " #& ' #!# ( $# & 2 #!$ ! "( & $ & ! & ' 4 )( . & )(& ,( ' 3 $#& & )(& - & '( " + &(. /'( ' )( . &0 " ')' '( "( ' * & ' " ' $ #" ' #!# $0 " + - ( & ( ' $& ' "( 4"

4 $ & # # ! & " (&# #' $&# ) (#' " * . " ,( & #& '(# ' $& " $ ! "( " ' ! "( " & !$ . * ') #' !# #' ' " #"( ! " & #' #" ' 3 ' * ' ' " ,( & #& $ "( %) "# ' ( " !$#&( "( #!)" & ! & #!# ! "( " & ' " . * ') $&# ) (#

4x PACKAGING

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

5x DISTRIBUCIÃ&#x201C;N Y DIFUSIÃ&#x201C;N

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"%) # * ( " ) " &(% )% &(% + 5$ "%) & ()%$ ) $,%"+ ( %) / $ '+2 %$ %$ ) ) " %( " )%( % '+ ) )*1 '+ ( $ % %* 0 $ % " #&" # $* 5$ " &1 $ - " &(% ( # %( )* #5 +$ %)*% &(%. # # $* & )%) & ( +$ ) * % " ) ( * (3)* ) )%" * ) %( %*(% " % ) %$) ( '+ " %)* $ & ( " &1 $ $ ) * (1 &(%. # # $* & ( +$ %$ ( %(( * # $* &%( "% '+ ) %* 05 %$ "%) &(%, %( ) &" $ ) %)* $ " $%) / ) 5 &%( +"". %)* $ '+ % ( +$ &" $ '+ % ( & )%) $+ " ) &%( &( )* ( )* ) (, %

) " '+ ) " ) )+ &1 $ ) ,+ ", )* ) 5$ " ! $ % " "% % " # ( $ " )'+ $ )+& ( %( 0 '+ ( $ )* ) 5$ / +$ #1 $ ) " 6"* # %" 5$

'+ #+ )*( "%) " ) ( ) )% " ) )% ) " # ( / " %$ * *% & ( ( &( +$* ) % )+ ( $ )

'+ #+ )*( "%) #% "%) ) &%$ " ) / "%) %"%( ) $ "%) '+ ) ( " 0 $ " &%) ( " +()%( )% ( +$ &(% + *% & ( #1) $ %(# 5$ )% ( )+ &( % )+) # $ ) %$ ) )+ ) ( & 5$ / ) )+ $ #1 $ ) '+ "% #+ )*( $ (*% (( % / %*%) * "" ) ) )% ( +$ &(% + *% )& 3 % ) ( )+ &1 $ $ , + " '+ &(% +$ 0 " $ %(# 5$ $*( $ " 7 8 $* ( %( ) "" ) " & ( &% ( ( " 0 ( " %#&( # $*

'+ %$* $ " ) )+ ) %$ ) 7 *%( )8 7 * ( " )8 / 7 (% )%)8 '+ $ $ %(# 5$ %$ * .*%) .&" * ,%) #1 $ ) "%) $,%"+ ( %) $ " &(% + 5$ "%) #% "%) " # (

' ' ! & # # $ # '

' # '

% ' ' ! # ( & ' ' " ) *

6x ESTRATEGIA DE NEGOCIOS %# $ % 7 " $, )8 " . $ ( )* (- " ( %#% #% "% & ( ( ( " )*( * $ % %) ) $ (%$ "%) ) + $* ) &+$*%) & ( " $*( / &*+( , "%( )

%# ( ) $*( / 4%) " $%) '+ , "%( $ +$ )* "% , )+)* $* " "%) &(% + *%) &(% + %) # / " . "+) , &%( "%) '+ )*1$ )&+ )*%) $, (* ( #1) $ (% %) $ "%) # %) & ( '+ ( ( &(% + *%) . "+) ,%)

9 )*(% # ((%'+ $ (% + $ $ , ) )+) %$% # $*%) )% ( " # $ % " + (% / " .& ( $ *2 $ " % % 9 (%, %( + (% +(* # ( " 9 (% ( # %( &1 $ ) - 9 (, % $*( +( +)

9 ) 4% ( 5$ &(% + *%) *( * ,%) & ( " &6 " % )& 3 % 9 $)+#%) + (%) &(% + 5$ )+)* $* " * "" ( / (( # $* ) 9 ( / & ! $ 9 )& % $ $* ($ * &1 $ - / ( ) )% " )

9 $, )* 5$ / 6)'+ +)+ ( % 9 ) 4% " ) %" %$ ) / " # ( 9 (% + 5$ "%) % *%) " %" 5$ 9 %#+$ 5$ / &(%#% 5$ " # ( / )+) &(% + *%) # $* " ) ( ) )% " ) 9 *+ " 0 5$ / # $* $ 5$ " &1 $ - / " ) ( ) )% " )

9 (* & 5$ & '+ 4%) &(% + *%( ) "% " ) # $* #2*% %) &(% + 5$ *( % $ " ) 9 ) +( " . "+) , +( " / " # $* +$ + &(% + 5$ (* ) $ " / & '+ 4 ) " 9 $ $* , " &(%/ 5$ +$ )* "% # ) +" $% "1) % & (% $$%, %( 9 (%&%$ " &6 " % +$ # % %#&( # " ( / '+ ""%) # $ $ # $* " &1 $ -

9 ) , $* ) ) ( " 0 (1$ *( ,2) " &1 $ - ( ( $ % ) " ) ( ) )% " ) '+ $ %$% ( "%) &(% + *%) 9 +) & (* & ( $ ( ) ) 4% )+) * $* " / (* ) $3 & ( &(%#% %$ ( " # ( / (" %$% ( #1) ( * # $* " &6 " %

; *5!#( 1 ) , ,5 .) & #( ),' #9( -) , *,) / .) 3 &)- .), - #(0)&/ , )- ( -/ *,) / #9( ; & -* ") & - 0 (. - - ,7 )'# #&#) *), &) +/ & )'*, ), && ( , ( & *5!# ( &)- .)- ( - ,#)- * , , &#4 , & (., ! ' # (. & -#-. ' , * ,.) /, /- / (. & ' , ; )- -#-. (. - ,# - */ ( )() , 3 +/#,#, & *,) / .) #, . ' (.

; *#. & #(# # & "),,)- *,)*#)- *,6-. ')- * ,-)( & - '#&# , - 3 *)-./& #9( . ,. * "#& ; (!, -)- 0 ,# & - , & #)( )- & (.# *,) / .)- +/ - 0 ( (

, # #, & -., . !# #$ #9( *, #)- - -./ #9 & , (!) *, #)- +/ *,) / .)- -#'#& , - ( & #( /-.,# ( #)( & #(. ,( #) ( & ( *,) / .)- )') ') "#& - 3 )&-)- -/- *, #)- - ')07 ( (., &)- 3 * -)- 0 ,# ( ) - !:( & &# 3 #( 4 & ./, ( ) $ .)- '5- * +/ 8)- )') #&& . , - ')( ,)- 3 && 0 ,)- &)- *, #)- ),,7 ( (., &)- 3 &)- * -)- # #9 +/ * , ' (. ( , & ' , ( /( * , #& +/ )'/(#+/ -/ &# 3 -. ./- * ,) :( * & & #(. ,6- & /-/ ,#) "#& () - */(. , /( , (!) *, #)- ' #)

&.)- ( & ), ( &)- * , &)- *,) / .)- *,#( #* & - 3 &)- * , &)- * +/ 8)- )'*& ' (. ,#)- -. , (!) *, #)- / , -) , ' (. &)- )-.)- ' . ,# & - 3 *,) / #9( $ ( ) *,)2#' ' (. ! ( ( # - /( *,)' #) & )-.) ' . ,# & *,) / #9( (07) , /( . & )( & - -.#' #)( - & )-.) *,) / #9( /( /(# ') &) & )& #9( 3 & - ! ( ( # - #,#!#,- & ( 2)

)-.) & ' . ,# *,#' / ,)- "#&)- )-.) 0 ,# & )-.)- *#. & ., $) " ,, '# (. - &/ ! , ., $) )-.) #$) !) $/-.) & ' () ) , - & ,#) $/-.) *), "), ., $) )-.) 0 ,# & , (-*),. )-.) (07) / (. & ' , )-.) 0 ,# & % !#(! )'*, & *,) / .) 3 *,) -) - ,#!, 7 )-.) 0 ,# & 5!#( 1 *,)!, ' #9( ' (. (#'# (.) 3

")-.#(! )-.) #$) * ,#9 # ) ,.# #* #9( ( 0 (.)- /*)- ( ,# - 3 * * & ,7 * , # /-#9( )-.) 0 ,# & # ( ) /( *,)2#' #9( & -/' .),# &)- )-.)- #$)- - -.#' +/ * , *)( , ( ' , " -. #(# # .#0 - ( -#. ,7 /( *#. & #(# # & * -)- *, . ( , -. ')(.) $/(. ( ) &)- "),,)- * ,-)( & - *,6-. ')- '#&# , - 3 *)-./& ( ) /( ,6 #.) . ,. * "#&

7x PROYECCIONES

)') *,)3 #9( /./,) - *& (. & )* #9( - ,,)&& , &7( &. ,( .#0 - #(-*#, - ( ).,)- & ' (.)- & ' ,,)+/#( ,7 &5-# " # ( ) !/#8)- )., - -.6.# - )') &)-

* ,)- "/ -)- - )- ( ),, - ) & - /( -.#&) '5- #. #() )(-.,/# )- )( " #&& - 3 )$ .#&&)- -.)- *), "), - ' (. ( ,5( ( . * ) .)

CONCLUSIÓN, CRÉDITOS Y BIBLIOGRAFÍA

1x CONCLUSIONES

& & $ " # '

& $ $ " " ' $ ! " ! $ $ ! % $ ! #

2x CRÃ&#x2030;DITOS 806@0;028M< G 38@4228M< 34 0@B4 'C>4@AC>4@5:C0 8@4228M< 0C38=D8AC0: @8ABM10: !8@0 7<4< 8@4228M< 34 5=B=6@05K0 "0@BK< BC@@84B0 0AA8<= "=34:094 @0<28A2= =AJ "0@K< A8AB4<B4A 0@=: 0@2JA @8AB46C8 =A458<0 *0@60A !O114@B 0 B0:8<0 "=<H0:D4BB

3x BIBLIOGRAFÍA

! " # 0::G

0L=A 34 ;=30 ! '=5K0 "0@H=

: 7=;1@4 34A<C ;0A2C:8<0 38B=@80: :C;4 0@24:=<0 A>0L0 3= <= 4A >4@A=<0 &4D8AB0 %0C:0 43828M<

&42C>4@03= 34 7BB> EEE >0C:0 2: & # 0< ( )# '' # =AJ

"=30 G 4<B@4D8AB0 4: 7=;1@4 34A<C3= <= 4A >4@A= 0224A=@8=A 38B=@80: CAB0D= 8:8 0@24:=<0 <0 A>0L0 & !$+ (. "0@80< - ! #827=:0A

'! # & ' -D=<<4 : B@094 8;064< (74 'B0B4 =5 "4< (@4<3 &4>=@B C<8=

34: 7=;1@4 (CA?C4BA 38B=@4A 0@24:=<0 A &42C>4@03= 34 +0:B4@ (7=;>A=< =; >0L0 >0<G 7BB> EEE 9EB8<B4::864<24 2=; E> 2=<B4<B C>:=03A

/ +(/(74 'B0B4 $% #' =7<

&=>0 34 7=;1@4 38 =5 "4</(@4<3 &4>=@B/ >35 B=@80: CAB0D= 8:8 0@24:=<0 A>0L0 )"%! $ "0@K0 =AJ

;4@820< E0G ! $ (=;IA : C0A= 38B=@80: )<8 =5 :854 0;18=A 34 :0A ;0A2C:8<83034A 4< 78 D4@A8B0@80 '0<B806= 78:4 :4 0 >0@B8@ 34 :0 8<5:C4<280 <=@B40;4@820<0

&4D8AB0 %C<B= J<4@= <=D84; !)& ::8A=< : :4<6C094 34 :0 ;=30 1@4

&42C>4@03= 34 7BB> EEE 0<C0 C<0 8<B4@>@4B028M< 34 :=A ;=3=A 34 D4AB8@ 38 @8=237 C278:4 2: 8<34F >7> &% 0@ B82:4 28=<4A %083MA 0@24:=<0 A>0L0 D84E 8:4

%4>8< %@4AA *

0A78=< 224A=@84A &). " #Q & A014: : B@094 '8<60>=@4 B@0<A5=@;028=<4A 34 C<0 A46C<30 >84: '4@84 @B4 G '=284303 4< 78:4

'0<B806= &$ (. ! 4@<70@3

: 010::4@= "0 3828=<4A )<8D4@A8303 0BM:820 34 78:4 <C0: 34 ;=30 ;0A2C:8<0 2:IA820 38B=@80: N &4A20B03= 34 7BB> EEE C>= 4A 34>0 E41 <4;0<<A 0@24:=<0 A>0L0 37C;0 0@40A 0@B4 21 3=2C;4<B=A

5 >35 &$ (. ! 4@<70@3

CK0 34 4AB8:= >0@0 4: 7=;1@4 )::;0< 0@24:=<0 A>0L0 $& @80<<0

: D4AB83= G :0 4:= 2C4<280 34: 1=BM< 0:0A G A86<858203= 4< 4: 4ABJB82= 38A2C@A= 34 :0 0>0@4<B4 38AB8<28M< 2C:BC@0: ;0A2C:8<0 )<8D4@A8303 34 "C@280 &4A20B03= 34 7BB> EEE 1=B=<4A0<B86C=A 4A E> 2=<B4<B C>:=03A

4: D4AB83= G :0 4:=2C4<280 34: 1=B=< >35 $#.Q! . !=@4<0

8A4L= ':=E &4 5:4F8M< 203J;820 34 8A4L= G =;C<82028M< #P, , 02C:B0A 34 8A4L= G =;C<82028M<

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() '$ /@0/@/ L 0AB@/1B $=AB/: 6BB> EEE 27A3<=</17=</: 1: 57/ 7< 2D3@B7A7<5 )3FB '=;/<17<5 B63 &/ABL 7< $ 2D/<13A 7< =<AC;3@ '3A3/@16 +=:C 6BB> EEE 4=<A31/ 1=; /@ ;3 32A =6< (63@@G @ /<2 @7/< (B3@ <B6/: &@=D= *) AA=17/B7=< 4=@ =<AC;3@ '3A3/@16 '31C>3@/2= 23 6BB> EEE /1@E3 0A7B3 =@5 A3/@16 D73E 1=<43@3<13 >@=133 27<5A /A>F 2 *""% "7:7/</ +3AB7;3<B/ G /2=@<=A >@367A>I <71=A 23 @71/ 3ABC27= 23 :/ *<7D3@A72/2 23 )/ @/>/1I '31C>3@/2= 23 6BB> 7;/53A .>C0: # >24

ANEXOS

ANEXO 1

#44+1 6#.+# $4+. '064' :

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6'4'01 24'5'06#%+?0 &' 241:'%615 1 +0(14/#. 64#$#,1 '0 %#5#

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%%'514+15 #06'1,15 &' 51. )7#)7# #>15

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47)5614' 418+&'0%+# $4+. #

(+6'41 6#67#&14 1/24# '0 #0&'4# %10 61 1/+)1 '0 .# ('4+# &' .# !0+ 8'4&+&#& &' *+.' /7: $#4#615 #/$15 2+&+? 214 +06'40'6

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214 %105+&'4# 37' '5 %#41 : 01 /7: $+'0 *'%*1 4#$#,# '0 %#5# #5= 37' 27'&' 2'4/+6+45' .# %1/1&+&#& : 8'45' $+'0

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101

ANEXO 2

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103

ANEXO 3

104

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