È Resumen

In Chile, the digital-computer ambit shows a progressive development inserted mainly in the scientific and academic area, but also in business and industry; Under this view, internet has been an essential agent due to its mass media structure that pushes most companies and professionals to be involved with this technology. The fact is that responsibility of web on business models has been expressed mainly as an exposure factor, neglecting the business value that management and updated development offers to industry, businesses and the strengthening of different professions.

Thus, the management of internet commerce has ceased to be a purely technical or political issue, displaying management systems that allow the establishment of a Ònew commercial industryÓ based in mirror-models of our everyday life, like social networks. The format of this network has changed the way we consume, purchase, acquire, distribute and choose, and its ubiquity has been a primary consideration.

Moreover, design (as a discipline and profession) has noticed in this contingency a strong link with these technologies, but mainly reflected from a productive and/or expository perspective. We could say that hand-to-hand by technologies and particularly through the web, design has attended its development, but its accomplishment grows less compared to the original state of Òexhibit or publishÓ facts only. Management models of web projects have evolved. It is so obvious the natural tendency of this context and the degree of cooperative construction to which is subordinated, that is no longer incipient. The new technologies are now no more new, and its influence on our social evolution has exceeded the concept of "publishing space" or just display, showing increasingly grounded and relational strategies, reflected both in the WEB 2.0 and the current and discussed data web, semantic web or WEB 3.0.

Design in Chile has also been a boom in the last decade, especially in Valpara’so, patrimonial city considered the "cultural capital" of the country, and this sets a precedent for the manifestation of the profession under initiatives such as the "Design Zone", the "Creative Industries" or a large group of professionals who are making a strong impact on the profession value growth, commercial activity and its contribution to the local culture.

But this situation, in opposition of what is apparently seen, has not been reflected on internet issues. While the proposals are multiplied, few spaces have been created for the promotion of the discipline or even more for marketing the design products or services; could be said that the internet issues have stayed within the parameters of the WEB 1.0. Within this view, nowadays it is possible to find more choices in contexts such as "social networks" than on web sites made to do business. It is discordant that in Valparaiso, a capital place for university design education and professional entrepreneurship, there are no updated web proposals in order to allow its development, on par with what happens analogously. Different sites, portals, web pages and spaces ready for promotion and marketing of Chilean design, and particularly of Valpara’so, do not match the growth that has taken the profession in recent years in the city, even with the evolution of internet, and otherwise have not led the expected result that would derive from this type of online projects influencing the growth of particular heritage as well as from regional and national economies.

The design market, as any other, can expand on these media, but should update its positioning methods, its relationships and communication strategies, precisely because of the current technological context. And this happens not only by appearing, like someone hangs a poster, or launches a radio or television spot, or having a website with contact details; involves a comprehensive knowledge on the network evolution, its nature, the qualities that acquires so far as it develops, and the options available for the different users to act and interact in it.

Therefore, this study aims to conduct an analysis to recognize and register an elementary context to develop a management model that allows the creation of a marketing and promotional project in the field of design through the internet network; a real indexed web project as a primary resource from the region of Valparaiso and design 
Ðwww.designing.clÐ. To acknowledge this scenario, it will be essential the scalable analysis of sites models and resources: first, worldwide prominent, then websites that stand out in the country and finally those highlighted in the local area. The method involves field work that requires identifying those resources, analyzing them and determining the sufficient information to hold the structure.

Finally we cannot fail to mention that one of the relevant values derived from this research is the social contribution, as is invested in a project that will end in a final product that will enhance an area committed to a wide spectrum of the society. It is a typological project, as it deals with specific aspects of one strand of human reality: education-work-market; geographical, since the facts and the individuals involved are part of a specific territory; evolutionary, since it involves the temporal processes of individuals, defined by an ongoing commitment; and cultural, as it affects individuals, their attitudes, their trusts, standards, strictly, their behaviors; a project that enhances the design industry in the region, projected internationally and thus, adds to its research value the fact that strengthens a population sector.




ESTUDIO PARA LA ELABORACIîN DE UN MODELO DE GESTIîN Y DESARROLLO 
DE UN SITIO E-COMMERCE DE PRODUCTOS DE DISE„O EN CHILE