2008 年發生的金融風暴，使得失業浪 潮不斷，更促使民眾開始改變消費習慣， 以維持基本的生活水準。而大環境的變化 將會影響到整體消費型態，型態的改變會 使需求市場產生質變。為了分析不景氣下 消費型態的變動，本研究分析日本在平成 10 年間，因經濟不景氣所導致的消費行為 改變，歸結出平價消費、實利消費及謹慎 消費三大消費型態，本研究發現，此三種 消費型態也存在於美國目前的消費市場 中。 本研究透過剖析日本筆記型電腦與手 機大廠面臨長期不景氣之因應策略，以及 觀察目前消費性電子產業現況，並徵詢國 內筆記型電腦與手機品牌及代工大廠經理 人之意見，推演出未來企業將面臨到的產業八大變革，以提供國內企業因應之參考。產業的八大變革包括「次要功能將成為購買要因」、「體驗行銷重要性提高」、「縮減通路成本為打入平價市場之墊腳石」、「消費性電子產品間互連功能重要性提升」等四項加速發生；「綠色消費」減緩發生；「金融風暴吹來台灣品牌發展新契機」與「全球性平價風潮下降低成本必須一次到位」將在金融風暴後出現；「平價多功能的產品」將逐漸消失於市場中。

When the unemployment rate soars after the global financial storm, consumers in these countries are forced to change their consumption habits. They begin to cut spending and budget for everything in order to maintain the base level of living. Therefore, the consumption trend changes along with economic volatility, and such change will also reflect in market demand. This study analyzed the consumption behavior change as a result of economic downturn in Japan in 1998 and summarized three consumption trends: low-price consumption, realistic consumption and discreet consumption, which are also found and verified in the present US consumer market. In the consumer electronic industry, changes in the consumption trend will accelerate the following four of the eight major changes in industrial status that businesses face. These include “change of secondary features as the factor affecting purchase”, “enhancement of the importance of experimental marketing”, “reduction of channel cost as a stepping stone to the low-price market”, and “enhancement of the importance of interconnections among consumer electronics.” Also, the pace of “green consumption” will be slowed down. “New opportunities of development for Taiwanese brands due to the financial storm” and “cost reduction must be in position at one time at the rise of the global low-price trend” will appear after the financial storm. “Low-price multifunctional products” will gradually disappear in the market.