數(shù)字經(jīng)濟時代，消費者的需求在迅速變化。這對所有類型的公司而言都是一項挑戰(zhàn)，而對小型公司來說，追趕潮流似乎成為了不可逾越的障礙。

在上周二于多倫多舉辦的《財富》全球論壇上，eBay的加拿大和拉美區(qū)總經(jīng)理安德里亞·斯泰爾斯和宜信（CreditEase）的創(chuàng)始人唐寧對話《財富》雜志記者菲爾·瓦巴，探討了各種規(guī)模的公司要如何努力適應不斷變化的形勢。

斯泰爾斯談到電子商務業(yè)務時表示：“我們看到，全球各地有一些領先的公司改變了消費者對于運送時間、價格和選擇的期待。其他公司也不得不迎頭趕上。”

斯泰爾斯表示，隨著亞馬遜（Amazon）、沃爾瑪（Walmart）和塔吉特（Target）等行業(yè)領跑者開創(chuàng)先例，小型企業(yè)在努力跟上腳步。她還說，利用已有的平臺，建立合作關系，可以讓這些小公司免于靠自己應對全部的變化。

唐寧建議論壇的參與者著眼于未來，而不要忙于效仿競爭者當前在做的事情。他表示：“一切只在于你能給消費者帶來什么。（業(yè)務的）形態(tài)和形式，以及消費者的體驗，都會隨著時間發(fā)生改變?！?/p>

唐寧指出，他自己的公司試圖“每五年”自我改造一次，在這個不斷演變的數(shù)字世界，適應性才是生存和繁榮的關鍵。他表示：“我們必須立足于消費者未來的需求之上?！保ㄘ敻恢形木W(wǎng)）

譯者：嚴匡正

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Customer demands are changing rapidly in the digital economy. That’s a challenge for all kinds of companies, but for small businesses, just keeping up can present a seemingly impossible hurdle.

Andrea Stairs, general manager of eBay Canada and Latin America, and Ning Tang, founder of CreditEase, talked to Fortune’s Phil Wahba about how companies of all sizes are attempting to adjust to the changing landscape at the Fortune Global Forum in Toronto on last Tuesday.

“We’re seeing that there are leaders around the world who are changing the expectation on shipping time and cost and selection,” Stairs said of the ecommerce business. “And then everyone else is having to catch up.”

As industry frontrunners like Amazon, Walmart, and Target, set precedent, Stairs said that small businesses struggle to keep pace. Using established platforms and forming partnerships helps those companies avoid having to address each of those changes themselves, she said.

Rather than get too caught up in what competitors are doing right now, Tang urged Forum attendees to keep looking to the future. “It’s all about what you can deliver to the consumer,” he said. ”The shape and form [of business] will have to change over time, along with the changing customer experience.”

Noting that his own company tries to reinvent itself “every five years,’ Tang said adaptability is the key to surviving—and thriving—in the constantly evolving digital world. “We have to be based on consumers’ future needs,” he says.