西班牙中小企业电子商务发展现状外文翻译.docx
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西班牙中小企业电子商务发展现状外文翻译.docx
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西班牙中小企业电子商务发展现状外文翻译
外文翻译
原文
E-CommerceinSpanishSMEs
MaterialSource:
MarketService,2010
(2)Author:
InesRamirezNicholas
AccordingtodetailsfromasurveyonICTande-Commerceusageinbusinessfrom2008/09,drawnupbytheSpanishNationalStatisticsInstitute(INE),11.1%ofallcompaniesoriginatesalesin2008throughelectroniccommerceorotheronlinenetworks.Thesalesvolumegeneratedwas€160.32billion:
13.7%morethanthepreviousyear.Intheareaofe-commercepurchases,20.3%ofallcompaniesacquiredsomeproductorservice,whichrepresentsa6.4%increaseoverthesametimeperiod.
Asthesizeofcompaniesdecreases,however,sodoesthepercentageofcompaniesthatuseelectroniccommerce.Whythedifference?
Istheexpenseofimplementingane-Commercesolutionthemainreason?
Whatsolutionsarewithintheirreach?
Isthesametrueinotherpartsoftheworld?
Togetanswerstothesequestions,wehavespokenwithsomeofthecountry’smostimportantecommercesolutionproviders,andwehavemadethisarticlebasedontheirimpressionsandopinions.
Reasonsforavoidinge-Commerce
AlthoughthefiguresforcompaniesinSpainwithaccesstotheInternetareamongthehighestinEuropeandthenumberofbusinessesthatgoonlinedailyisquitehigh,thereisareluctancetoactuallyusee-Commerceandelectronicmarketplacestobuyandselltheirproductsandservices.
Mostoftheelectroniccommerceplatformcreationsolutionprovidersinterviewedagreethatoneofthereasonsisalackofknowledge.ArsysCommunicationsManagerAlbertoCalvosaysthatSMEsandtheself-employedoftenbelievethattechnologicalinnovationsareverycostlyormakedailyoperationscumbersome.“Thatmayhavebeentrueafewyearsago,whencostlytailoreddevelopmentwasrequired”,saysCalvo,“buttechnologyhasevolved,andthroughtheonlineapplicationscurrentlyavailable,electroniccommerceiswithinthereachofanySMEandtheresourcestheywouldhavetocommittomaintaintheironlinepresencewouldonlyrequireaminimalmonthlyinvestment”.
MerkasiCEOAntoniodelaRivasaysthatthereisasignificantlackofinformationaboutthethepossibilitiesofsalesgrowthofferedbyanInternetpresence,especiallywhenafirm’straditionaldistributionnetworkcontinuestoprovidegoodsaleslevels.Buthealsopointsouttheinequalitybetweentheoffersforimplementingtheapplications,“whichcouldmakeitseem,mistakenly,thattheyaresolutionsthatrequireamajorinvestment,whenthatisnotthecase”.
LackofknowledgeisalsooneofthereasonsgivenbyXavierAsensfromLabTres,whichcauses“fearinavarietyofaspects:
fearofthereactionofdistributors(wholesalersorretailers),fearofnewthings...”Thereisatendencytooverestimatetherisksandtounderestimatetheopportunities.
AccordingtoOxatisInternationalMarketingManagerHervéBourdon,itisalsorelatedtotheopeningtimesofthetraditionalshops.HesaysthathoursarelonginSpainandpeopleareusedtogoingtotheshopsthemselves.“InGermany,ontheotherhand,storescloseveryearly”.
SpanisheCommerce,aworkinprogress
BourdonsaysthatSpain’spositionisbelowthatofotherEuropeancountries,asisthecaseinFrance.“ThenumberofonlinecompaniesinFrancewasverylimited,andweneedtostarthereinSpainthesamewaywedidthere:
addingvaluetothecreationofwebpagesandteachingbusinesseshowtosellonline”.Oneoftheproposalsistohelpthepublicadministrations,explaintoentrepreneurshowtoselloninternationalpagesthroughseminarsandtrainingworkshops.“ThatisthemethodweusedinGermanyandtheresultsareverygood.Weknowthatweallneedtomoveinthesamedirection”,admitstheOxatisinternationalmarketingmanager.
Inothercountries,e-Commerceisalreadyamorematuresectorandthereisgreaterawarenessofthestrategicplanningrequiredinadvance,accordingtoAsens.TheproblemforMerkasiisthatwearestartinglate.Therewaslittleinvestmentinnewtechnologiesuntiljustafewyearsago,“butweexpectthesocialacceptanceoftheInternettoleadtoaconstantgrowthininvestmentsinthisareabybusinesses”,saysAntoniodelaRiva.
TheArsyscommunicationsmanageralsopointstotheprogressivegrowthofSMEsandbusinessesingeneralontheInternet,especiallyinelectroniccommerce.“AnInternetpresenceisabusinessneed”,saysAlbertoCalvo.
SellingontheInternetdoesnotrequiremajortechnicalknowledge.Thereareplatformswhereyoucanshareyouronlineshopwithotherbusinessesforapercentageofthesales,whicharenotusuallythatdifficulttouse.OneofthebestknownexamplesiseBaywhereyourfirm’sproductcatalog,prices,etc.areuploaded.Thedownsideisthatthereisgreatercompetition,whichdoesnotgiveyoualltheflexibilityofacustomizedshopandthebusinessownerneedsatleastminimaltechnicalknowledgeandtheabilitytodedicatetimetotheprocedures.Whensellingtootherbusinesses,electronicmarketplacesarethebestoption.Therepresentacollectionofcompaniesinterestedinaspecificsector,offeringameetingplaceforexchanginginformation,conductingbusinesstransactions,searchingfornewsuppliers,etc.
Thereisalsotheoptionofcreatingexclusivepresenceshops,astheyarecalledbyAECEMinitsElectronicCommerceWhitePaper.Theycanbedevelopedinternallyifthebusinesshasthetechnicalknowledgeandcapabilitiestocreateandimplementaproprietarye-commercesolutiononitson,ortheycanbeorderedfromanexternaltechnologyprovider,suchasthosethathaveparticipatedinpreparingthisreport:
Oxatis,Arsys,LabTresorMerkasi.Thesecompaniesofferdifferenttypesoftechnologyplatformsbasedontheneedsoftheclient.Thisoptionprovidesthebenefitsofcustomizingthecontentspecificallyforthecompanyandthetypeofproductssold.Inmanycases,theyalsooffermaintenanceservices,sothebusinessownerdoesnotneedin-depthITknowledge,sincetheonlineshopisnotmanagedpersonallyotherthanonthepurelybusinessside.
Merkasi,however,warnsusthatitdependsonthevolumeofactivityandthebusinessconducted(suchasawebsitewithahighlevelofonlinesales).Itmaybenecessarytohireateamofprofessionalsanddividethetasks(someoneresponsibleforupdatingtheonlinecatalogandformarketingandpromotions,anotherpersonresponsibleformanagingorders,etc.).
Thecostdependsonthedegreeofdifficultyinvolvedinthetechnologysolutionchosenandonthelevelofinvolvementbythecompanyafterwards.However,therearesolutionsthatstartat€15amonthandasimpletailor-madevirtualshopcanbeacquiredfrom€1,900.
Manybenefits
AllimmediatelyagreethatoneofthemainbenefitsforSMEsistheoptionofaccessingnewmarkets.“Withelectroniccommerce,aSMEcanbroadenitsbusinesshorizonsandmakeanameforitselfbeyonditsphysicallocation”,theArsyscommunicationsmanagersays.ThepeopleatLabTresalsoemphasizetheideaofinternationalization,sincee-commerce“makesitpossibletobreakdownthebarriersofspace,timeandintermediaries”.
Italsohelpstoreduceoperatingcosts,contributing“anunbeatablequality-to-priceratiofortheinvestmentcomparedtoanyotherpresencethroughphysicalestablishments”,saysAntoniodelaRiva.Withelectroniccommerce,SMEshavedirectaccesstothebestcommercialoffers,andtheycanalso“conductmoreeffectivecommercialactionswiththeirdistributors,reducingtheexpensesrelatedtointermediariesandincreasingbusinesscompetitiveness”,AlbertoCalvosays.
AtOxatis,themainbenefitsarerelatedespeciallytotheflexibilityandabilitytoadaptprovidedtotheclients,enablingthemtotargetaveryspecificmarketnicheandsellveryfewspecificproductstothattarget.“Youcanalsoadapttheshoptotheconsumersquickly.Thevisualelementscancustomizedbasedonwhoenters,offeringonlytheproductsthatmaybeofinteresttothem…”,saysHervéBourdon.
Thefactis,accordingtoMerkasi,thatelectroniccommercefavorsthecreationofnewcommercialrelations,fromnewcollaboratorsandsupplierstonewemployeesorshareholders.Atthesametime,however,ithelpstoreinforceloyaltyamongtheexistingones.“Withanonlineshop,companiesencourageloyaltywithcurrentcustomersandhaveaccesstoover1billionInternetusersaroundtheworld,makingthempotentialcustomers”,thepeopleatArsysadd.
Itisalsoapowerfulmarketingtoolinitsownright,providinggreaternotorietyandprojectionofthecorporateimage.Itisawindowthatisopentotheentireworld,andwithe-mailorsocialnetworks,itspotentialcanbeimmense.
Thatsaid,youmustalwayskeepinmindhowyouwillbeintegratingelectroniccommerceintoyourcurrentbusinessprocess.Insomecases,thewayproductsaremarketedorevenhowtheyaredesignedchangesradically.Forfullyvirtualbusinesses,thisistheonlysaleschannel,sotheentirecompanymustrevolvearoundthewebsite.Itcanalsobecomeanadditionalchannelthatcomplementsthetraditionaldistributionchannelsthatabusinessalreadyhas;bothofthemcancoexistsuccessfully.ThepeopleatArsyssaythatthankstoonlineapplications,electroniccommercecanbeintegratednaturallyintoanybusinessthatusestheInternetasamarketingtool,withoutmanyimplicationsthatmodifythebusinessprocessatanycompany.
Merkasiindicatesthatinorganizationsorcompanieswithbranchofficesorphysicalshops,itisaveryusefulcomplementforcustomers.Theycanfocusinadvanceonwhatintereststhemthroughe-commerce,andofthesaleisatthephysicalshop,theywillsavethesalesdepartmentagreatdealoftime.
Thefutureandthechallengesweface
Theelectro
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