La influencia de las tecnologías de la información y comunicación en la distribución comercial en el pequeño comercio independiente

Abstract

In sales distribution we find ourselves in an ever-changing, sophisticated and complex environment, both in the Spanish and international markets. From the birth of the European Union, the number of sales transactions between countries have increased year after year, with multinational companies having more presence in the Spanish market, and the commercial relations of National Companies abroad turning them into multinational companies. In the last few decades a great and different industrial and commercial concentration has come about according to the type of country, sector, emerging economies, …, which has caused commercial relations to become more and more complex and interactive, and information technology and communication to have a greater presence, relevance and value. This concentration in the companies is motivated by various factors, among which are included: the diversification of sales and economic risks, the expansion and development of the market, being more competitive, dominating, productive and profitable. Companies have a wide range of products and services, they are continually developing new products, seeking new market niches, creating new purchasing habits, setting trends in consumption, researching the needs of customers and consumers, planning operative profits, developing models of global and universal commercialisation and communication. Each day the functions of intermediation are more complex among the sectors of production and consumption. Sales distribution, as a bridge between production and consumption, along with its economic and social repercussions, causes the flow between the links of the industrial-commercial-client-consumer chain to be more sophisticated and numerous. Knowledge of products, make up, benefits, sales offers, promotional and marketing activities, geographical location, profile of clients, markets, …, in short, everything related to the business and sales activity cause this Chain to be an object of study, wide in contents and combinations, giving rise to multiple scenarios, participants and determining factors. Given the magnitude of this environment, this research is going to focus on the analysis of communication between sales networks with the client through Information and Communication Technology (ICT), in order to improve the distribution and commercialisation of the products within the national market of small independent commerce.