Promotion意指「促銷」或是「推廣」，對商業集團而言，promotion指前者，是行銷4P中的一項，是一種可經由管理以吸引目標顧客購買商品從而創造獲利的手段。而對文化創意組織，例如博物館而言，則偏向後者－「推廣」之意，包括將博物館本身以及其館內展覽向外推廣，吸引民眾前來參觀的一切宣傳行為。
國內的博物館在做推廣行銷的時候，內容經常只針對目前的單一特展，加上執行上向來以政策為業務推動之依歸，較少去關心民眾前來參展的動機為何，同時在針對展覽做推廣時，忘卻對博物館自身明確形象定位的建立，也缺乏對目標顧客族群的清楚描繪。由於整體形象定位不夠明確，在博物館長遠的發展計畫中，容易欠缺明確的方向和目標。
台北市當代藝術館於2001年五月正式開館，是台灣第一座古蹟活化再利用並以推廣當代藝術為宗旨並且館齡年輕的美術館。本研究選擇台北市當代藝術館做為個案研究對象，採取質性的研究方法，包括文獻分析、以及田野調查的方式，利用實習機會進行實務觀察、訪談，加上對民眾問卷調查等，試圖從理解當代藝術館內部的角度和調查參展群眾外部的想法，針對台北市當代藝術館現有的行銷推廣以及形象定位不清等問題研究並且提出建議。希望本研究能夠點出當代藝術館推廣策略上的盲點，以做為日後執行營運上的參考。

The word-“promotion” could mean both “marketing promotion” and “popularization.” For those business groups, promotion-the one of marketing 4P, is referred to the former and a method which could be managed to attract the target consumer to purchase for making benefit. On the other hand, to the culture creative organization, for example, the museum, “promotion” tends to be the popularization, which includes all the activities to propagate both museum itself and the exhibitions which also attract people to visit the museum.
The common phenomenon is when the domestic museums do their marketing, they usually only focus on the specific present exhibition. They seldom concern with the motivation of visitors, and they also ignore to build the strong and clear image for themselves while they use all the efforts to promote the specific exhibitions. At the same time, the domestic museums are also lack of clear definition of their target groups. The indetermination of entirety position and image might cause the lost of the direction and goals in the museum long-term development.
The Museum of Contemporary Art, Taipei (MOCA Taipei), opened in May 2001, is the first museum in Taiwan solely dedicated to contemporary art practice. The building which houses the Museum is a designated Municipal Heritage. MOCA Taipei is a young-history museum which exemplifies contemporary art, historical architecture, and high technology, but it does have the same promotion problems that have mentioned above. In view of this, the study selected MOCA Taipei as the case study to discuss the promotion problems thoroughly.
This study mainly adopts a qualitative research method, including the literature review, fieldwork, and interviews. The study also includes questionnaire survey toward those visitors, and tries to aim at the existing promotion problems-lacking of clear image of MOCA Taipei. The fieldwork could help realize the thinking of the internal Staff members of MOCA Taipei, and the questionnaire survey gets the ideas coming from external sources, which collect the ideas from the external visitors. The author tries to give the recommendations to the museum through this research. Hopefully this study will become a source of references for MOCA Taipei and the domestic museums.

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