Museum Global Marketing: a case study of the National Palace Museum (Taiwan)

Yu-Chien Chang
King’s College London, University of London

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Ingår i: National museums in a global world. NaMu III; Department of culture studies and oriental languages; University of Oslo; Norway; 19-21 November 2007

Linköping Electronic Conference Proceedings 31:3, s. 39-50

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Publicerad: 2008-07-16


ISSN: 1650-3686 (tryckt), 1650-3740 (online)


This research is a part of my PhD research that focuses on museum marketing strategy in Taiwanese national museums. This paper aims to examine the growth and development of museum marketing; understand the national museums in Taiwan; identify the global marketing strategy by using the National Palace Museum in Taiwan as an example and; finally; provide suggestions for the National Palace Museum. This paper adopts the qualitative method to collect data. Interviews and the literature review were used to generate the data.


Museum marketing; museum global marketing; National Palace Museum


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