| Summary: | 碩士 === 育達商業科技大學 === 行銷與流通管理所 === 100 === Smart phones are designed lighter and thinner in the development process of IT technology.
However, in order to enhance the competitive ability and market share, manufacturers need to improve their technology. In the meanwhile, strategy is also a very important factor that can affect the final result of competition.
In this paper, one firm in smart-phone market is chosen for the case study. We try to explore how will firms choose their market position when facing future challenges. What appropriate choices does she have? What potential problems could happen? And what technology and ability can be improved for the firm?
The results of this study shows that, the firm has a basic position in the current market, and launched special designed smart phones for customers and advanced users. The firm of the case has a technology advantage of software stability. In the future, besides making cooperation with telecommunication operators to achieve dual-brand, the firm also needs to find appropriate ways to enhance and stabilize her unique position in the market.
Keywords：Smart phone; Strategic analysis; Competitive strategy; Business model
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