The ro1e and far-reaching effect of cu1ture and art are very critica1 in the modern society. Among them, museum represents a country, has a symbolic meaning to show cu1tural status of country, speaks for its culture and shows its identity. Therefore , museum is recognized as a cu1ture industry of country and becomes a competitive factor for cu1tura1 country. Moreover, it provides peop1e with research , education and p1easure and it becomes the special organization to improve human s life quality Cu1ture industry is being activated because of the change of socia1 structure and environment and improvement of 1ife quality. Therefore , museum faces the age of market competition that requires high competitiveness for user, audience-based operation rather than provider-based one in the issue concerned to the communication with people in the modern society. Moreover, as the museum. which becomes the core of va1ue creation for art and culture becomes the center of public attention , financial se1f-reliance and the method to increase audience became the important issue of museum. However, it is hard for the current museum to advance progressive1y because of poor finance , insufficient specia1ty & operation and inactive program As a method to overcome the prob1em, there may be various methods such as profit creation as a complex cultural facility, activation of program , use of active marketing and change of management method. However, because of the 1imit of museum, nonprofit organization , it is necessary to take the measure to emboss the image of museum and improve the efficiency. In addition , as current museum becomes the one area of culture and art industries . it shall pay attention to audience , adopt advance marketing, create effective operation system and make an effort to reinforce competitiveness in order to survive in the competition of culture and art industry. Also now, because of audience' s increased intellectual and economic level. the entire atmosphere of museum and the service factor provided by museum become more important. It is the evidence that museum is changing as a synthetic cultural space rather than has just a goal of exhibition and viewing. As museum' s function changes like the above , the museum should make an effort to satisfy customer' s desire by providing customers with the motive to visit museum and reinforcing service Because museum does not search for the profit as a nonprofit organization , there are a lot of difficulties in the introduction of various marketing and control methods for improving management. Although cultural industry is securing profit by using various marketing methods , performing product planning and service , attracting customers and performing advertisement, the reality is that cultural facilities inc1uding museum do not perform the activities well. Therefore , various services are required to nonprofit museum, depending on customer s var?ous request. When considering the aspect , it is necessary to introduce new marketing through the analysis on museum. Therefore the purpose of this study is to suggest the method to perform active marketing strategy, reinforce competitiveness , improve customer s satisfaction. attract customer' s revisit and draw achievement for museum so that it can provide user with the satisfaction , which is discriminated from other cultural organization and create profit.