非營利組織在全球的發展已進入高度成長期，台灣的非營利組織也如雨後春筍紛紛成立，但近年來隨著政策的調整與經濟環境的改變，許多非營利組織正面臨存亡問題，汰弱存強的高度競爭環境促使許多非營利組織採行市場經濟的行銷組合策略，結果卻因組織特性的差異而有不同的績效表現。本研究目的在探討博物館的行銷動機對所採取的行銷組合策略的影響，進而研究不同的行銷組合策略如何影響博物館的營運績效，並經由實證分析來確認不同博物館特性在行銷動機、行銷組合策略及營運績效的差異，再由此基礎嘗試提出一個博物館行銷的理論架構，並以實證分析來驗證，結果大都獲得了實證結果的支持。
本研究以台灣區公私立博物館名冊為主要參考依據，採系統抽樣方法並以抽樣單位的經營主管為主要填答對象。經實證分析顯示，多數博物館的行銷動機是為了增強宣傳溝通的機會，所採用的行銷組合策略以顧客化服務策略為主，而營運績效上普遍以形象佳及高知名度有較好的表現；其次，博物館若有專人負責行銷活動將可明顯提升博物館的行銷績效，而提昇博物館的形象與知名度正是急需財務支持的博物館必須立即改善的重點，若要長期經營博物館則必須注重展覽活動的舉辦及持續的提升博物館形象；研究結果也顯示員工人數愈多的博物館愈重視也愈有能力採用行銷組合策略。此外，建議後續研究可以從觀眾的角度來探討博物館觀眾的行為，也可以考慮將其他的行銷相關變數納入探討，目前很少有學者提出非營利組織的績效衡量指標而且也沒有統一的衡量標準，這部分實有待後續研究的努力。

The development of nonprofit organizations worldwide has topped the stage of extreme prosperity. Likewise, nonprofit organizations in Taiwan have grown up one after another. With the change of policy and economic environment, however, many nonprofit organizations in Taiwan are facing their crisis. The severe competition strengthens the multiple marketing strategies of a lot of nonprofit organizations. Nevertheless, due to the various characteristics of each organization, the performance is very different. The aim of the research is to target upon how marketing motivation of public and private museums in Taiwan affects on their marketing multiple strategies. The research further explores how different marketing multiple strategies affects the business performance of these museums. Through analysis of real cases, the research highlights the marketing motivation, marketing multiple strategies, and business performance of each museum, and further proposes a theoretical structure of marketing related to museums. The proposal then is examined and supported mostly by the real cases.
The reference of this research is upon the lists of public and private museums. The target survey is from the business directors of each systematical sample units. The analysis of these actual cases reveals that the marketing motivation of most museums is to enhance the opportunities of promotion and communication. Their marketing multiple strategies aims on the service for the customers. The museums with decent reputation obtain better business performance. In addition, the marketing activities with professionals would apparently promote the performance of these museums. The upgrading of the reputation is the crucial improvement for those museums with financial crisis. For long term operation, the museums have to work on the activities and exhibitions and the consistent promotion of their reputation. The result of the study reveals that the museums with more employees pay more attention and are more capable of using multiple marketing strategies. Besides, it is suggested that further research could analyze the behavior of the customers of the museums from the angles of customers. The further research could also involve in related marketing elements. At the moment, few scholars propose measurable standard for nonprofit organizations. The insufficiency of this field is in need of further and extra effort.

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