摘要
本研究將從整合行銷傳播工具(Integrated Marketing Communication: IMC)中事件行銷(Event Marketing)的角度，探討國內過去各大博物館所舉辦的大型特展與行銷活動，是否融入完整事件行銷概念，瞭解博物館行銷的癥結點，以研擬具體的建議。因此，本研究首先回顧博物館行銷相關文獻做深入的探討，歸納出博物館事件行銷的主要構面包括媒體構面、顧客構面與組識構面，再針對國內各地區46家中大型博物館作問卷調查，根據有效問卷17份分析結果，瞭解博物館事件行銷的構念是否完整，並檢視其與事件行銷績效的關聯性，最後，提出具體的建議與看法，期望能對博物館業者與相關研究者有所助益。最後，本研究結果發現國內中大型博物館普遍對事件行銷的整體概念皆有高度的認知，然而實際執行狀況並未盡理想。
並列摘要
The event marketing is one of the integrated marketing communications and this study uses the event marketing to understand whether Taiwan museums regard it as tool in important exhibitions and marketing activities. The study first defines major three concepts including media concept customer concept and organizational concept according to previous museum marketing studies. In addition, mail survey is used for 46 museums in Taiwan and to analyze the three concepts as well as the relationship between event marketing performance and three concepts. The results of this study show that Taiwan museums know event marketing but they do not overall perform in practice. Moreover, the policy implications of the results would be discussed.