| Summary: | 碩士 === 亞洲大學 === 經營管理學系碩士班 === 97 === In recent years, the 3C chains affiliation industry faced a situation where the trend of revenue and store expansion declined rapidly due to the economic depression. Particularly, in the two companies （i.e., Elifemall and Tsann Kuen）in the industry have a significant magnitude of recession. In the past, very few domestic researchers studied brand positioning for the 3C chains affiliation industry. Most of them forcused on the consumer purchasing behavior or the partnership between customers and 3C product providers. For this reason, this thesis conducts an in deep investigation on the subject rarely studied by previous researchers. The respondents selected by this study are those customers who had ever made patronage to any 3C chain store in Taiwan. This thesis designs a questionnaire to investigate five brand attributes for seven famous 3C chains companies in Taiwan. Factor analysis and multidimensional scaling supported by the SPSS package are used to explore the problems of brand positioning and competitive advantage.
Important conclusions can be drawn form the empirical results: except the perceptual map depicted for each brand attribute, an overall perceptual map shows that the value of the stress is 0.07501 and the coefficient of multiple determination（R2） is 0.98920. It reveals the fact that the overall perceptual map has a good explanatory ability and also has a high degree of fitness to the collected data. As a result, seven brands can be divided into two groups. This first group includes NOVA, Shunfa, Elifemall, and Tsann Kuen, whereas the second group comprises UNC, Ebesttaiwan, Tatung Electronics. Finally, this study offers valuable suggestions on marketing strategies to the seven 3C chains companies in terms of the positions of the firms or brands on the respective and overall conceptual maps.
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