自iPad於2010年發表了以來、創造了一個介於智慧型手機與上網型小筆記型電腦的之間的平板電腦產品。這樣的新產品與新市場，對於智慧型手機與個人筆記型電腦廠商似乎是一個新的藍海。吸引兩方面的原有廠商宣布相繼投入。本文以波特的五力分析模型對此產業結構進行分析，解構平板電腦產業中廠商與上游的軟體與硬體商、下游的電信運營商與消費者、競爭的個人電腦廠商與幾種替代性新興電子產品等五種產業影響力量的討論。 由於此產品的硬體結構與產業結構都與智慧型手機產業有很大的相似性。依據現有的智慧型手機領導廠商的現況，分別依照波特的成本領導、差異化與聚焦策略，討論Samsung、HTC、Motorola的可能策略。歸納發現， HTC, Motorola與Samsung可以運用差異化策略拉近與蘋果成本領導策略的差距。Samsung還可以運用成本領導策略與蘋果競爭。 / The birth of Apple iPad gives rise to not only a product segment between Smart Phone and Netbook PC, but also the tablet industry. The tablet industry attracts both smart phone makers and PC companies for good reasons. This thesis attempts to analyze the tablet industry by using the framework of five-force analysis of Porter (1979). We analyze the OEM relationship with chip makers, software vendors, Telcomm operators and end users, barriers of entry and competitions of the industry, and threats from substitute products. Feasible strategies for 3 leading smart phone companies (HTC, Motorola and Samsung) to enter the industry are analyzed and given as well. A close investigation suggests that to compete with Apple, Samsung may be the only one which is capable of adopting a cost leadership strategy for the time being. On the other hand, differentiation can apply to all the 3 smart phone makers.