2019年，5G網路的技術正式問世，相較於現今普及的4G網路技術，可說是在網速的光速躍進，許多智慧型手機廠商看準了這個商機，紛紛開發能搭載5G技術的高階旗艦機型，為的就是要讓目前已經逐漸飽和的智慧型手機市場注入一股活水，也期盼通訊世代的革新，從4G跨到5G以後，能夠有效帶動消費者湧現換機潮。另外，從2019年的世界行動通訊大會（MWC）中也可窺知未來智慧型手機的發展趨勢，搭配智慧型手機使用的穿戴式裝置為市場熱銷產品，近年內尤其以真無線藍牙耳機為代表，耳機裝置搭配手機的語音操作，讓用戶不須動手，只需口頭下達指令就能完成各種操作，增添操作上的便利性，未來與5G的高網速能碰撞出什麼新火花，帶來什麼更先進方便的功能，相當令人期待！而隨著高階旗艦手機市場的飽和，使智慧型手機主要的戰場轉移至中階市場，尤其在人口基數龐大的開發中國家，如印度及中國，對於中階手機仍然有一定的需求動能，在5G技術的基礎設施正式普及之前，中階手機市場是各大廠首先要鎖定的目標。
本研究著重在探討智慧手機廠商如何面對5G過渡期來重新定位產業以及調整競爭策略，以累積成持續的競爭優勢。研究對象部分，為帶起智慧型手機熱潮的APPLE以及全球手機市佔龍頭SAMSUNG，同時這兩廠商也有依據產業局勢變化推出真無線藍牙耳機作為創新策略。再透過分析這兩間具產業代表性廠商的策略定位以及競爭優勢，能提供他廠做未來策略發展的方向參考。
利用個案研究法以及次級資料研究法，來對兩大廠商進行分析，獲得以下的結論：
一、當消費者換機週期不斷拉長，智慧型手機市場逐漸邁入成熟階段，企業在產業定位及競爭策略上需要適當地做出調整，如以快速技術導向策略成為5G技術商業化領先者，確立在消費者心中新興技術領導地位，或是針對軟體服務進行豐富化的擴充，營造完善的軟硬整合生態系統。
二、體現品牌核心價值，開創產業新趨勢，如開發結合智慧型手機使用的穿戴裝置—真無線藍牙耳機，來延伸品牌價值到這個新興的穿戴市場，搶攻市佔率。
三、針對當今重點市場，提出不同的競爭策略，例如針對成長仍有動能的中階市場，推出多款主打不同功能的新機，確保能滿足不同消費者的多元需求。

In 2019, the technology of 5G network was officially launched. Compared with the popular 4G network technology nowadays, it can be said that it is making a big progress at the speed of the network. Many smartphone manufacturers have taken this opportunity and have developed 5G technologies on their flagship smartphones. This action aims to make smartphones popular once again. Smartphone manufacturers really look forward to the innovation of the mobile communication generation (from 4G to 5G), and they hope this innovation will effectively drive consumers to switch to new 5G smartphones. In addition, from the 2019 Mobile World Congress (MWC), we can also glimpse the future development trend of smartphones. Wearable devices are favored in the market in recent years, especially for true wireless Bluetooth headphones, this headset device is matched with the voice operation of the smartphone, so that users only need to give instructions verbally to complete various operations, and it totally makes the operation on phones more convenient. With the maturity of the high-end flagship smartphone market, the competitiveness of smartphones has shifted to the mid-range market, especially in developing countries with a large population base, such as India and China, there is still a certain demand for mid-range mobile phones. Before the infrastructure of 5G technology is built completely, the mid-range smartphone market is the first target that major manufacturers must focus on.
This study focuses on how smartphone manufacturers face the 5G transition period to reposition their industries and adjust their competition strategies to accumulate sustainable competitive advantages. The part of the research object is APPLE, which brought the smartphone boom, and SAMSUNG, the global leader in the mobile phone market. At the same time, the two manufacturers also launched true wireless Bluetooth headphones as an innovative strategy based on changes in the industry situation. Then by analyzing the strategic positioning and competitive advantages of these two representative manufacturers in the industry, it can provide references for other smartphone manufacturers to make future strategic development.
Case Study and the Secondary Research were used to analyze the two major manufacturers, and the following are the conclusions of this research:
1. As the consumer replacement cycle continues to lengthen, and the smartphone market is gradually entering a mature stage, enterprises need to make appropriate adjustments in industrial positioning and competitive strategies, such as rapid technology-oriented strategies to become a 5G technology commercialization leader. To establish the leading position of emerging technologies in consumers' minds, or to enrich and expand software services, then to build a comprehensive ecosystem of software and hardware integration.
2. Embodying the core value of the brand and create new industry trends, such as the development of wearable devices used with smartphones-true wireless Bluetooth headphones, to extend the brand value to this emerging wearable market, and grab market share.
3. Aiming at key markets nowadays and executing different competitive strategies. For example, for the mid-level market that still has kinetic energy for growth, launching a variety of new products featuring different functions to ensure that it can meet the diverse needs of different consumers.

論文審定書 i
誌謝 ii
摘要 iii
Abstract v
目 錄 vii
圖 次 ix
表 次 x
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 4
第二章 文獻探討 5
第一節 策略管理 5
第二節 策略規劃程序 10
第三節 策略定位 13
第四節 競爭優勢 15
第三章 研究設計 20
第一節 研究方法 20
第二節 研究流程 23
第三節 研究架構 24
第四章 產業介紹 25
第一節 1G到5G通訊發展歷程、智慧型手機、真無線藍牙耳機 25
第二節 智慧型手機產業與真無線藍牙耳機市場趨勢 35
第五章 廠商個案分析研究 41
第一節 APPLE 41
第二節 SAMSUNG 57
第三節 APPLE和SAMSUNG兩廠的分析比較 78
第六章 結論與建議 92
第一節 研究結論 92
第二節 研究建議 93
第三節 研發限制及未來發展方向 95
參考文獻 96

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英文文獻
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