Self-assembly of linear ABC coil-coil-rod triblock copolymer melt is studied by applying self-consistent-field lattice techniques in three-dimensional (3D) space. In contrast to rod-coil diblock copolymers, our results reveal the effect of the broad parameter space on the self-assembly of the linear ABC coil-coil-rod triblock copolymers. Seven stable structures are found stable, including "two-color" lamella, "three-color" lamella, "two-color"-perforated lamella, "three-color"-perforated lamella, core-shell hexagonal lattice phase, strip, and micelle. When the two coil blocks have equal lengths (f(A) = f(B)), the lamellar structure dominates the majority of the phase diagram. The effects of the two coil blocks on the self-assembly are explored by tuning the relative length of the A and B coil blocks in terms of keeping the length of the block C (rod). Moreover, by switching the position of the blocks B and C, the influence of the block sequencing on the self-assembly is studied. (C) 2010 Elsevier Ltd. All rights reserved.