Uso de las plataformas digitales y su participación en el E-Commerce en las Pymes de calzado de la ciudad de San José de Cúcuta para el 2022
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Fecha
2023
Autores
Barranco Echeverria, Yesenia
Soraca Gómez, Sandra Milena
Granados Núñez, Carlos Alberto
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Ediciones Universidad Simón Bolívar
Facultad de Administración y Negocios
Facultad de Administración y Negocios
Resumen
Esta investigación permitió conocer que una parte importante de pymes en la ciudad de Cúcuta, no aceptan el E-COMMERCE debido al desconocimiento de estas plataformas digitales, las cuales brindan y facilitan los procesos de compra y venta de productos o servicios, creando una experiencia al cliente de satisfacción, también puede proporcionarse como una herramienta fundamental en el impacto positivo de la imagen de la empresa.
Con esto reafirmamos la necesidad de cambios, en el sector de calzado y de incursionar en el marketing digital, por otra parte, como estrategia, motiva a estudiar los competidores, nacionales e internacionales para conocer de cerca sus prácticas de éxito y de incursión en mercados con características similares al colombiano.
Los entornos tan cambiantes que se viven a nivel mundial, hacen que los empresarios deban reinvertirse cada día, actualmente se puede hacer referencia de la nueva normalidad “conocida por todos como retornar las actividades del acontecer diario”, sin embargo, hay conductas y comportamientos que fueron modificados a nivel mundial, por el tiempo de pandemia, pero que llegaron para quedarse, tal es el caso de las compras por E-commerce que, aunque tienen tiempo en el mercado ahora el auge es mayor.
Diversas situaciones hacen que los empresarios no estén a la vanguardia en cuanto a los cambios tecnológicos, lo que evidencia que el trabajo de aceptación del E-commerce no está presente en todos los niveles, ya que el desconocimiento, puede causar miopía empresarial y perder oportunidades valiosas de crecimiento, reducción de costos y rentabilidad. Entre las razones por las que las organizaciones y personas han adoptado utilizar los negocios electrónicos es por comodidad, ahorro de tiempo en su búsqueda de productos están en la comodidad de su hogar y oficina, y por qué los precios son más competitivos entre otras razones.
En el caso de las Pymes de la ciudad de San José de Cúcuta, no son la excepción, esto pudo verse notoriamente reflejado en épocas de pandemia donde se hizo evidente el estancamiento en la gran mayoría de ellas. Probablemente, esta situación se generó debido a que estas empresas solo cuentan con una única herramienta de mercadeo y venta, la cual consiste en centrarlas en el uso de canales físicos, lo que las hace dependiente de las visitas de sus posibles clientes, con el consecuente colapso económico causando a nivel general.
Por lo tanto, demostrar las bondades que el E-commerce produce, con resultados a este sector, es el gran reto, sin embargo, es necesario dar a conocer, el impacto positivo en la imagen de su marca que le genera. Lo importante para el presente ensayo de investigación es analizar y proponer, de acuerdo con el contexto del comercio electrónico en las pymes de la región, los recursos tecnológicos que permitan y/o posibiliten fortalecer, específicamente, el área comercial de las mismas.
Como resultado de este ejercicio investigativo se obtuvo que los clientes externos no realizan compras a través de páginas web, sin embargo, están dispuestos a hacerlo por la confianza que sientan en la empresa al realizar sus negocios con el fin de obtener resultados positivos.
The article allowed us to know that an important part of SMEs in the city of Cúcuta do not accept E-COMMERCE due to the ignorance of these digital platforms, which provide and facilitate the processes of buying and selling products or services, creating an experience to the client of efficiency, as well as the positive impact on the image of the company can be provided as a tool. It is to reaffirm the need for changes in the footwear sector and to venture into digital marketing, on the other hand, as a strategy, it motivates a close study of national and international competitors to learn about their successful practices and incursion into markets with characteristics similar to the Colombian one. The changing environments that are experienced worldwide, mean that businessmen must reinvest every day, currently reference can be made to the new normality "known by all as returning to the activities of daily events", however, there are behaviors and behaviors that They were modified worldwide, due to the time of the pandemic, but they are here to stay, such is the case of E-commerce purchases that, although they have been on the market for some time now, the boom is greater. Various situations mean that entrepreneurs are not at the forefront in terms of technological changes, which shows that the work of accepting E-commerce is not present at all levels, since ignorance can cause business myopia and lose opportunities. of growth, cost reduction, and profitability. Among the reasons why organizations and people have adopted using electronic businesses is for convenience, saving time in their search for products in the comfort of their home and office, and why prices are more competitive, among other reasons. In the case of SMEs in the city of San José de Cúcuta, they are not the exception, this could be clearly reflected in times of pandemic where the stagnation in the vast majority of them became evident. Probably, this situation was generated because these companies only have a single marketing and sales tool, which consists of focusing them on the use of physical channels, which makes them dependent on the visits of their potential customers, with the consequent economic collapse causing a general level. Therefore, demonstrating the benefits that E-commerce produces, with results in this sector, is the great challenge, however, it is necessary to publicize the positive impact on the image of your brand that it generates. The important thing for this research essay is to analyze and propose, according to the context of electronic commerce in SMEs in the region, the technological resources that allow and/or make it possible to strengthen, specifically, their commercial area. As a result of this investigative exercise, it was obtained that external customers do not make purchases through web pages, however, they are willing to do so because of the trust they feel in the company when carrying out their business in order to obtain positive results.
The article allowed us to know that an important part of SMEs in the city of Cúcuta do not accept E-COMMERCE due to the ignorance of these digital platforms, which provide and facilitate the processes of buying and selling products or services, creating an experience to the client of efficiency, as well as the positive impact on the image of the company can be provided as a tool. It is to reaffirm the need for changes in the footwear sector and to venture into digital marketing, on the other hand, as a strategy, it motivates a close study of national and international competitors to learn about their successful practices and incursion into markets with characteristics similar to the Colombian one. The changing environments that are experienced worldwide, mean that businessmen must reinvest every day, currently reference can be made to the new normality "known by all as returning to the activities of daily events", however, there are behaviors and behaviors that They were modified worldwide, due to the time of the pandemic, but they are here to stay, such is the case of E-commerce purchases that, although they have been on the market for some time now, the boom is greater. Various situations mean that entrepreneurs are not at the forefront in terms of technological changes, which shows that the work of accepting E-commerce is not present at all levels, since ignorance can cause business myopia and lose opportunities. of growth, cost reduction, and profitability. Among the reasons why organizations and people have adopted using electronic businesses is for convenience, saving time in their search for products in the comfort of their home and office, and why prices are more competitive, among other reasons. In the case of SMEs in the city of San José de Cúcuta, they are not the exception, this could be clearly reflected in times of pandemic where the stagnation in the vast majority of them became evident. Probably, this situation was generated because these companies only have a single marketing and sales tool, which consists of focusing them on the use of physical channels, which makes them dependent on the visits of their potential customers, with the consequent economic collapse causing a general level. Therefore, demonstrating the benefits that E-commerce produces, with results in this sector, is the great challenge, however, it is necessary to publicize the positive impact on the image of your brand that it generates. The important thing for this research essay is to analyze and propose, according to the context of electronic commerce in SMEs in the region, the technological resources that allow and/or make it possible to strengthen, specifically, their commercial area. As a result of this investigative exercise, it was obtained that external customers do not make purchases through web pages, however, they are willing to do so because of the trust they feel in the company when carrying out their business in order to obtain positive results.
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Palabras clave
Mercadeo, Comercio electrónico, Comercio, Productos, Servicios, Marketing, E-commerce, Commerce, Products, Services
