在全球化的世界情勢下，臺灣的博物館面對新興的國內經濟與社會情勢，是否應該有一些想法或是做法上的調整，值得吾人深思。在臺灣本地社會，地方性追尋的過程已經有特定的歷史淵源，尤其是近二十年以來，隨著社會變革而成為一種主要趨勢。然而，另一方面也因為臺灣社會長期遭到國際孤立，地方性追尋的過程之中少有與國際經驗相對照的機會，因此使得地方性詮釋限於狹隘化，近年以來則因為臺灣與國際交流熱絡，情況正在轉變之中。在此同時，臺灣的文化政策也回應地方性追尋而產生文化政策本土化的轉變，尤其是在社區總體營造政策的推動之下，新一波的地方博物館大多以此為思考基點，博物館與所在的社區相結合，成為一種基本常識。臺灣的博物館事業逐漸推向地方、民間社會尋求支持，但是能否跳脫政府文化部門的文化行政統制，仍有待觀察。面對當前新興的社會變遷，博物館界面臨各種營運的挑戰，需要更多資源投入，以延續其發展，因此，涉入地方社會並且與之成為共同體，成為博物館經營者必須審慎思考的課題。從博物館的社會行銷觀點思考，博物館所行銷的不只是博物館本身，並且涵蓋所在地的社區、縣市，博物館形成與地方社會共構的營運模式，甚至帶動地方再生發展。思考整體地方行銷策略、地方風格之展現，本文提出「整合型地方文化行銷策略」的觀點。臺灣既有的博物館並沒有符合整合型文化行銷策略的案例，但是透過這個觀點，我們可以檢視既有的博物館的發展現況，進而展望未來。唯有先建構博物館主體性與自主發展，博物館才有主動的機會連接地方風格、都市再生等議題。

How museums in Taiwan need to change in terms of thinking and practice in the face of globalization is a very important and timely question. Over the past 20 years, localization has become a major trend following social reforms. Due to Taiwan’s long-term isolation from the international community, localization efforts have had little input from foreign experience, so have had limited space for interpretation. However, in recent years, the situation in Taiwan has been changing due to increasing interest in international exchanges. At the same time, cultural policies in Taiwan are responding to localization efforts such as a community-rebuilding program. Most new local museums are based on such policies, as they create the basis of knowledge of a community’s history and development. Museums in Taiwan seek support from the local society and the private sector but whether they can escape intervention by the government remains to be seen. In face of social change, museums need more resources to overcome challenges and to maintain their long-term operation. Thus, it is very important for museums to think about how to combine and unite with local society. From the view of social marketing of museums, museums must not only market themselves but also the community, city and county in which they are located to form an integrated operational mode and to drive regional regeneration. Based on regional strategies of marketing and presenting local characteristics, this paper proposes the concept of “integrated regional strategies of cultural marketing”. Not all museums in Taiwan correspond to this concept, but it can be used to rethink the development of museums in Taiwan. Only when the subjectivity and autonomy of museums are complete can they have the opportunity to connect with local characteristics and urban regeneration efforts.