| Summary: | 碩士 === 國立暨南國際大學 === 成人與繼續教育研究所 === 92 === Abstract
By examining the relation between cultural globalization and museum marketing in the historical development of cultural development, the study is trying to explore the definition, position and future development of museum marketing.
This is an exploratory study based on purposeful sampling methodology. The used data and information are collected by a semi-structural questionnaire developed by the researcher. The study is centered on interviews with the curator, leader and persons participating in museum marketing of National Museum of History.
The following shows the purpose and the conclusion of the study :
1. The reflectivity of the museum management is presented in: the comparison with the traditional museum management, the comparison with the western management logic, the relation between the museum and GDP, the government position, the importance of the museum curator, intermediary property of museum, and the subjectivity of the museum.
2. Museum globalization is presented in: efficiency management, technology orientation, museum stores and tradition crisis.
3. Museum marketing is a way to contact the world. Through diversification of exhibitions on forms and contents, the museum can introduce Taiwan to the world, and lead Taiwan to know the world.
4. Under the impact of globalization the multi-cultural competition of museum would decrease the international worry of unicity. At the same time, we can’t neglect the power of culture revival.
Key word：cultural globalization、museum、museum marketing
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