電腦、通訊與消費性電子隨著數位科技的進步與發展，而有3C產業出現，為的是能以更齊全的商品及更專業的服務來嘉惠消費者，而3C通路商直接與消費者接觸，品牌的定位與形象會影響消費者的購買行為。
本研究透過三家個案公司深入訪談品牌權益的四個構面，品牌忠誠度、品牌知名度、知覺品質、品牌聯想來探討與分析3C通路商如何增進品牌權益。
第一面向為品牌忠誠度，由如何提高再購率、對消費者提出何種保證等來探究3C通路商如何維持品牌忠誠度。
第二面向為品牌知名度，透過何種廣告、贊助活動與其他方式，及如何提升品牌回億等來探究3C通路商如何提升品牌知名度。
第三面向為知覺品質，透過目標市場的定位、品牌差異化、品牌定位等來探究3C通路商如何提高消費者的知覺品質。
第四面向為品牌聯想，針對個案公司品牌形象定位、品牌符號、故事、消費者特質、賣場感受及其他提升消費者識別品牌方式等來探究3C通路商如何加深消費者品牌聯想。
藉由上述四個面向來分析探討3C通路商在品牌權益策略的制定上，考慮哪些因素、採用何種方式，及評量執行成果，使同業及民眾對於3C產業及品牌權益有更進一步的認識。

Computer、Communication and Consumer Electronics are along with digital technology progresses and development, and to serve consumer by more complete commodity and more professional service, that is what we called “3C Industry”. As 3C distributor contact consumer directly, it doesn’t doubt that brand positioning and corporate image certainly can affect consumer’s purchasing behavior.

This research has a further interview with four factors, which are brand loyalty, brand awareness, consciousness quality and brand recognition, through 3 individual companies to discuss and analyze how to promote brand equity for 3C distributor.

The first factor - brand loyalty, we explore how 3C distributor can keep brand loyalty by the way of enhancing the re-buying rate and what kind of guarantee can be submitted to consumer.

The second factor - brand awareness, we learn how 3C distributor can move up brand awareness by the way of various advertising, sponsor activities etc. and how to enhance brand memory.

The third factor – perception quality, we look for how 3C distributor can raise consumers’ perception quality through the specific market positioning, brand differentiation, brand positioning and so on.

The forth factor - brand recognition, we search how 3C distributor reinforce consumer’s brand recognition via brand positioning, brand logo, story, consumer personality characteristic, the feeling of marketing and other way of advancing consumer in brand distinguish.

According to the above four shaping, we can analyze and research what factors would be considered, what method would be adopted, and review the achievement of carry-out when 3C distributors organize the strategic of brand equity. All of these factors can let competitor and customer to have a further understanding.

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