在現代社會中，智慧型手機不僅成為日常生活中不可或缺的元素，更是各種人 際互動與金融交易的核心工具，於 2023 年在全球滲透率達 69%。隨著市場進入成 熟期，智慧型手機產業的競爭格局主要由兩大作業系統陣營所主導:iOS 系統的蘋 果和 Android 系統的三星。然而，在產業早期，來自台灣的宏達電曾占有顯著的市 場地位，隨著時間推移，其市場影響力已大幅衰減至邊緣位置。
基於此研究背景，本研究採用個案研究法，以公開可信的次級資料分析宏達電、 蘋果及三星在智慧型手機市場中的策略發展，並應用 Hamilton Helmer 在《七大市 場力量:商業策略的基礎》提出的七大市場力量框架，詳細探討三間個案公司如何 建立市場力量，以在全球市場中塑造並維持競爭地位，了解企業的成功與失敗因素。
研究結果顯示，蘋果和三星能夠有效地運用這些市場力量以鞏固其市場主導 地位，而宏達電則因未能充分利用這些市場力量而逐漸邊緣化。此外，本研究結果 強調在策略制定過程中必須考慮的市場力量要素，聚焦市場力量在塑造企業長期 成功中的決定性角色，為業界提供一個實用的策略優化與市場表現提升的框架。這 將有助於其他產品或行業的實踐者制定或調整其商業策略，從而取得策略競爭的 長期成功。

In modern society, the global penetration rate of smartphones reached 69% in 2023, becoming not only an indispensable element of daily life but also a central tool for various interpersonal interactions and financial transactions. As the market has matured, the competitive landscape of the smartphone industry has been primarily dominated by two major operating system camps: Apple from iOS and Samsung from Android. However, in the early stages of the industry, HTC from Taiwan once held a significant market position, but over time, its market influence has dramatically declined to a marginal status.
Based on this research background, this study employs a case study methodology, analyzing the strategic development of HTC, Apple, and Samsung in the smartphone market using publicly available and reliable secondary data. It applies the framework of the seven market forces presented by Hamilton Helmer in "7 Powers: The Foundations of Business Strategy," to explore in detail how the three case companies establish market forces to shape and maintain their competitive positions in the global market, and to understand the factors behind corporate success and failure.
The research findings indicate that Apple and Samsung have been able to effectively utilize these market forces to consolidate their dominant market positions, while HTC has gradually become marginalized due to its inability to fully leverage these forces. Moreover, the results emphasize the need to consider elements of market forces in the strategy formulation process, highlighting the decisive role of market forces in shaping long-term corporate success, and providing a practical framework for strategy optimization and market performance enhancement. This will assist practitioners in other products or industries to formulate or adjust their business strategies, thereby achieving long-term success by strategic competition.

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