{"id":605,"date":"2021-01-26T18:10:00","date_gmt":"2023-09-07T18:10:19","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=605"},"modified":"2023-10-13T15:21:36","modified_gmt":"2023-10-13T15:21:36","slug":"pme-perspective-avenir","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/fr\/blog\/pme-perspective-avenir\/","title":{"rendered":"PME : \u00e9tat d\u2019esprit et perspectives pour l\u2019avenir"},"content":{"rendered":"\n<p>La <a adhocenable=\"false\" href=\"https:\/\/www.salesforce.com\/fr\/form\/pdf\/small-business-trends-report\/\" target=\"_blank\" rel=\"noopener\">quatri\u00e8me \u00e9dition de notre barom\u00e8tre annuel consacr\u00e9 aux PME<\/a> vient d\u2019\u00eatre publi\u00e9e.<\/p>\n\n\n\n<p>Cette ann\u00e9e, en raison du contexte exceptionnel li\u00e9 \u00e0 la pand\u00e9mie du coronavirus, une premi\u00e8re enqu\u00eate a \u00e9t\u00e9 r\u00e9alis\u00e9e entre fin f\u00e9vrier et mi-mars 2020, puis pour plus de fiabilit\u00e9, une enqu\u00eate compl\u00e9mentaire a \u00e9t\u00e9 men\u00e9e six mois plus tard, en ao\u00fbt 2020, aupr\u00e8s de plus de 2300 chefs d\u2019entreprise d&rsquo;Allemagne, Australie\/Nouvelle-Z\u00e9lande, Br\u00e9sil, Canada, Espagne, \u00c9tats-Unis, France, Inde, Italie, Pays-Bas, Philippines, Royaume-Uni\/Irlande, Singapour et Tha\u00eflande.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-les-pme-optimistes-malgre-les-difficultes\"><b>Les PME optimistes malgr\u00e9 les difficult\u00e9s<\/b><\/h2>\n\n\n\n<p>Malgr\u00e9 le choc et la violence de la crise, les PME ont su se montrer r\u00e9actives et faire preuve de souplesse et d\u2019adaptabilit\u00e9. Lorsqu\u2019on interroge les dirigeants de PME sur leur \u00e9tat d\u2019esprit quant au futur de leur activit\u00e9, ils affirment renouer peu \u00e0 peu avec la confiance.<\/p>\n\n\n\n<p>Selon notre \u00e9tude, en ao\u00fbt 2020, ils \u00e9taient 72 % \u00e0 \u00eatre optimistes pour l\u2019avenir de leur entreprise. Un taux, l\u00e9g\u00e8rement en baisse par rapport au r\u00e9sultat obtenu en mars 2020 (80 %), mais qui reste tr\u00e8s convenable au vu de l\u2019ampleur de la crise et qui illustre bien leur d\u00e9termination et leur r\u00e9silience.<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;69d088c62c406&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"69d088c62c406\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/www.salesforce.com\/fr\/blog\/wp-content\/uploads\/sites\/15\/2023\/09\/optimisme-pme.png?strip=all&#038;quality=95\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p>On soulignera toutefois que certains facteurs jouent sur le degr\u00e9 d\u2019optimisme des PME dont le secteur d\u2019activit\u00e9, la taille de l\u2019entreprise et le niveau de revenus.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><b>Le secteur d\u2019activit\u00e9<\/b><\/li>\n<\/ul>\n\n\n\n<p>On note un \u00e9cart important selon le secteur d\u2019activit\u00e9 des entreprises. Alors que les dirigeants de PME dans les secteurs des soins de sant\u00e9 (83 %), de la technologie (80 %) et des biens de consommation (77 %) faisaient \u00e9tat de perspectives particuli\u00e8rement prometteuses, ceux de l\u2019industrie manufacturi\u00e8re (66 %) ou encore de l\u2019h\u00f4tellerie, de la restauration et du tourisme (60 %) se montraient bien plus pessimistes. <\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\n<p><b>La taille de l\u2019entreprise<\/b><\/p>\n<\/li>\n<\/ul>\n\n\n\n<p>Disposant de moins de ressources, les petites entreprises (2 \u00e0 20 employ\u00e9s) se sentent plus vuln\u00e9rables et cela se traduit par un plus faible niveau d\u2019optimisme. Elles sont 69 % \u00e0 se dire confiante pour le futur contre 77 % pour les entreprises de taille moyenne.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\n<p><b>Le niveau de revenu<\/b><\/p>\n<\/li>\n<\/ul>\n\n\n\n<p>Certaines donn\u00e9es d\u00e9mographiques, comme les revenus des m\u00e9nages, ont un impact sur l&rsquo;exp\u00e9rience entrepreneuriale. Ainsi, les chefs d\u2019entreprise b\u00e9n\u00e9ficiant de revenus \u00e9lev\u00e9s sont 15 % plus optimistes quant \u00e0 leur avenir que ceux dont les revenus sont faibles.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-covid-19-l-emergence-de-nouveaux-defis-pour-les-pme\"><b>Covid-19 : l\u2019\u00e9mergence de nouveaux d\u00e9fis pour les PME<\/b><\/h2>\n\n\n\n<p>Si la plupart des dirigeants d\u2019entreprise se montrent combatifs et confiants pour le futur, ils sont aussi lucides et n\u2019ignorent pas les d\u00e9fis qui se dressent devant eux.<\/p>\n\n\n\n<p>Au mois de mars, <a adhocenable=\"false\" href=\"https:\/\/www.salesforce.com\/fr\/solutions\/by-role\/salesforce-for-marketing\/\" target=\"_blank\" rel=\"noopener\">l&rsquo;acquisition de nouveaux clients<\/a> \u00e9tait de loin, le d\u00e9fi majeur des chefs d\u2019entreprise.<\/p>\n\n\n\n<p>Avec la crise sanitaire, la liste des challenges s\u2019est allong\u00e9e. Les PME ont vu leurs tr\u00e9soreries fondre, les mesures de confinement ont lourdement pes\u00e9 sur la demande et les efforts r\u00e9alis\u00e9s pour s\u2019adapter aux nouvelles r\u00e9glementations et proc\u00e9dures de sant\u00e9 publique repr\u00e9sentent une charge de travail suppl\u00e9mentaire non n\u00e9gligeable. Trois dirigeants sur cinq affirment que les consignes locales de fermeture ou de restriction de l&rsquo;activit\u00e9 menacent la viabilit\u00e9 de leur entreprise (65 %) ou que le respect des r\u00e8gles de s\u00e9curit\u00e9 sanitaire repr\u00e9sente une charge excessive (59 %).<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-quel-plan-d-action-pour-le-futur-des-pme\"><b>Quel plan d\u2019action pour le futur des PME ?<\/b><\/h2>\n\n\n\n<p>S\u2019il est encore trop t\u00f4t pour mesurer la port\u00e9e \u00e9conomique r\u00e9elle de la pand\u00e9mie et l\u2019ampleur des transformations engendr\u00e9es pour les PME, il est de plus en plus clair que certains des changements amorc\u00e9s en raison de la crise perdureront au-del\u00e0. Il est donc primordial que les entreprises tirent des le\u00e7ons de la crise et s\u2019attellent \u00e0 l\u2019impl\u00e9mentation de strat\u00e9gies pour r\u00e9pondre aux enjeux qui se dessinent sur le long terme. <\/p>\n\n\n\n<p>Nous avons donc interrog\u00e9 les dirigeants de PME afin de conna\u00eetre les mesures qu\u2019ils pr\u00e9voient de prendre pour faire face aux crises futures. Parmi la liste des actions \u00e9nonc\u00e9es, les trois mesures en t\u00eate du classement concernent l\u2019adoption de <a href=\"https:\/\/www.salesforce.com\/fr\/solutions\/small-business-solutions\/overview\/\" target=\"_blank\" adhocenable=\"false\" rel=\"noopener\">nouvelles technologies<\/a> et la digitalisation des activit\u00e9s des PME. Dans le \u00ab monde d\u2019apr\u00e8s \u00bb, la technologie n\u2019est tout simplement plus une option. Elle permet aux entreprises de comprendre et de s\u2019adapter aux nouveaux parcours d\u2019achat de leurs clients et de leur offrir une meilleure exp\u00e9rience client.<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;69d088c62d234&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"69d088c62d234\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/www.salesforce.com\/fr\/blog\/wp-content\/uploads\/sites\/15\/2023\/09\/mesures-prises-pme-post-crise.png?strip=all&#038;quality=95\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\taria-label=\"Enlarge\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.imageButtonRight\"\n\t\t\tdata-wp-style--top=\"state.imageButtonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<p>Et vous, o\u00f9 en \u00eates-vous de la transformation de votre entreprise ?<\/p>\n\n\n\n<p><b><i>Pour en apprendre davantage sur les derni\u00e8res tendances des PME, <a href=\"https:\/\/www.salesforce.com\/fr\/form\/pdf\/small-business-trends-report\/\" target=\"_blank\" adhocenable=\"false\" rel=\"noopener\">t\u00e9l\u00e9chargez<\/a> gratuitement l\u2019int\u00e9gralit\u00e9 de notre rapport.<\/i><\/b><\/p>\n\n\n\n<p> <span id=\"authorRoot\" path=\"\/content\/blogs\/fr\/fr\/authors\/\"><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Nouveaux d\u00e9fis li\u00e9s \u00e0 la crise du coronavirus, niveau d\u2019optimisme des PME et plans d\u2019action mis \u00e0 l\u2019\u0153uvre pour leur relance, notre quatri\u00e8me rapport de tendances relatif aux PME vient d&rsquo;\u00eatre publi\u00e9. Voici ce qu&rsquo;il faut retenir.<\/p>\n","protected":false},"author":1,"featured_media":607,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sf_justforyou_enable_alt":true,"optimizely_content_id":"d8b6039c96f147cbbd039f631ac663d4","post_meta_title":"","ai_synopsis":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"sf_topic":[1,10],"sf_content_type":[],"blog":[365,423],"coauthors":[27],"class_list":["post-605","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","sf_topic-small-business","sf_topic-news","blog-small-business","blog-news"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>PME : \u00e9tat d\u2019esprit et perspectives pour l\u2019avenir \u2022 Salesforce<\/title>\n<meta name=\"description\" content=\"Nouveaux d\u00e9fis li\u00e9s \u00e0 la crise du coronavirus, niveau d\u2019optimisme des PME et plans d\u2019action mis \u00e0 l\u2019\u0153uvre pour leur relance, notre quatri\u00e8me rapport de tendances relatif aux PME vient d&#039;\u00eatre publi\u00e9. 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