In this paper, taking the National Museum of Prehistory as an example, the author uses SWOT analysis to examine its overall strategic position and marketing strategy.

• 本文以国立台湾史前文化博物馆为例，藉由其环境的分析及五力的分析，以及相关的行销事件报导，对其目前所应用之行销策略提出探讨。