在強調差異性、多元消費性的現代社會中，如何以豐富多樣的體驗資源，透過生活型態的觀眾研究調查，開拓「一個博物館，多種生活型態」的生活型態行銷策略，是博物館人要面對的時代考驗。為培養博物館目標觀眾並開發潛在觀眾，博物往往透過多種行銷手法與管道，以吸引觀眾的注意與興趣，在相關研究中顯示，口碑建立往往是最有效的行銷方式。因此，透過「口碑行銷」切入分析具影響力的博物館觀眾族群，可做為博物館開發觀眾之重要方式。 本研究以臺北縣立鶯歌陶瓷博物館為研究對象，研究目的旨在瞭解博物館觀眾的生活消費特性，藉此推測博物館可以開發的潛在觀眾屬性，並探究博物館生活型態及對博物館推薦意願強度之關係，以作為博物館訂定行銷策略之方向與設計博物館各項功能的內容。 依據本研究發現，經由因素分析萃取出5個生活型態因素，依其屬性命名為藝文參與、品牌消費、工作成就、文化教育以及家庭流行；再依據5個因素得分透過集群分析，區隔出5個不同生活型態集群，分別命名為「工作熱衷群」、「流行休閒群」、「就學學生群」、「藝文消費群」以及「家庭導向群」。本研究分析結果亦顯示，博物館觀眾可以依據不同的生活型態分成不同的族群，而不同的生活型態族群亦有不同的參觀模式，並對於博物館服務與設施的推薦意願的亦有所差異。 最後根據研究發現，分別依據不同族群生活型態之屬性與博物館推薦意願之差異，提出不同的博物館行銷策略與方案，以提供博物館開發觀眾之參考。 / In this contemporary society where emphasis is placed on differentiation and diversified consumption, it is a test for contemporary museums to conduct audience lifestyle studies with multi-faceted resources, and to explore a lifestyle marketing strategy for ‘one museum, multi lifestyles’. Most museums usually have to conduct various marketing promotions and through different channels to cultivate target audiences and attract potential audiences. Various related studies indicates that word-of-mouth is usually the most effective marketing strategy. Therefore, through ‘word-of-mouth’ to analyze influential audiences could be an important way to explore potential audiences. This study takes Taipei County Yingge Ceramics Museum, to understand the consumption behavior of museum audience, in order to assume the characteristics of potential museum audiences, and to explore the relationship between museum typology and audiences’ willingness to recommend. This will also serve as the basis for future marketing strategy, and to design various museum functions and contents. Based on the findings, five typology elements were extracted through element analysis, namely artistic participation, brand consumption, work achievement, cultural education and family popularity; then through group analysis these five elements were segregated into different lifestyle typologies, namely ‘workaholics’, ‘popular leisure’, ‘students’, ‘cultural activity consumers’, and ‘family-oriented consumers’. The analysis will indicate that museum audiences can be grouped based on lifestyle. Audiences with different lifestyle backgrounds encompass different visiting patterns, and may differ in willingness to recommend museum services and facilities. Finally, based on the findings of this study, we intend to propose different museum marketing strategies based on audience lifestyle, and their willingness to recommend the museum, to serve as future reference as museums targets potential audiences.