本論文針對平板電腦產業和平板三大品牌之個別型號商品進行競爭優勢探討，先從三家公司的源起，再討論到近年各家公司的策略與銷售情況，之後詳細列出平板電腦所有的特徵項目，調查消費者對於目前市占率前三大品牌之個別型號商品，其三大品牌之個別型號商品之規格與配備皆相近的情況下，進行商品重要度評比、滿意度調查及競爭優勢分析，最後擬定策略，改進目標品牌產品。 ;Advances in technology have given rise to the increasingly popular tablet PCs and the competition is only getting stiffer. What strategies should different brands adopt in such fierce competitive market to increase profits? This study presents a competitive advantage analysis framework to this question. Competitive advantage refers to a lead over competitors in the margin for the same type of products in the same market. A competitive advantage is essentially raising the value of goods and must be preceded by a comprehensive understanding of consumer demands for the product characteristics. In turn, a company can effectively consolidate all the resources to offer products with high competitive advantage to consumers. In this study, competitive advantage in the tablet PC market is first explored, followed by more in-depth survey into the different models released by top three tablet brands. Each brand is given an overview of its history and its strategies and sales in recent years. Then, detailed features and specifications are listed for the tablet PCs to probe into consumer′s evaluation on individual models from three leading brands in market share. By comparing models of similar specifications across different brands, importance assessment, satisfaction survey and competitive analysis are utilized to ultimately develop strategies to enhance the branded products.