檔案是人類智慧的結晶，亦是歷史與知識的寶庫，具有行政稽憑、法律信證、史料供證及學術研究的價值。倘能有效開發推廣運用，辦理各項檔案推廣活動，藉以宣揚檔案內所存在的知識與價值，喚起社會大眾對檔案的重視與瞭解，進而達到應用檔案的目的，則是實現檔案功能與價值的重方法。 本研究首先透過「文獻分析法」彙整探討有關檔案推廣的意義、目的、途徑等基礎理論，以及探析美國、英國、加拿大等五國檔案推廣的現況。其次以「訪談法」訪問我國檔案管理局、國史館、國史館台灣文獻館、中央研究院近代史研究所胡適紀念館、教育部、外交部、中國國民黨黨史館、上海商業儲蓄銀行等單位，以瞭解各單位檔案推廣之情形。再其次透過少量「問卷調查法」，從訪談單位中的四個單位，抽樣調查曾參與檔案推廣活動之使用者，分析探討其參與經驗與心得、建議。最後以「比較法」將我國與英美等五國有關檔案推廣的項目作一分析比較，歸納出各國具有特色及最常使用之推廣項目，進而導出最適合我國檔案推廣之策略。 根據本研究調查結果提出六點結論：(一)檔案推廣為各檔案管理單位施政目標之一；(二)特殊的節慶日為檔案推廣最佳時機；(三)檔案推廣確實可達預期之效益；(四)網路推廣已成為時代潮流；(五)策略聯盟及招募志工為解決困境的最佳途徑；(六)檔案推廣的項目應更多元化及生活化。 針對前項研究結果提出七項建議：(一)擴大整合社會資源與志工招募；(二)推動全國性的檔案週/月活動；(三)加強培養學童時期檔案的觀念；(四)強化檔案網路推廣及網站內容；(五)加強充實質量兼優的館藏資源；(六)積極創意發展檔案之附加價值；(七)積極輔導單位建置史料陳列室。 / Archives are the accumulation of human wisdom and the treasury of history and knowledge. They are used for administrative, legal, historical and academic purposes. In order to allow the public to know the full capacity and value of archives, there should be archival promotions so that their importance is seen and understood by all. This research compiles archival promotion theories, such as meaning, purpose and channel, through literature analysis to delve into the status quo of current archival promotion in five countries including the US, England, and Canada. This research also conducts interview surveys of the National Archives Administration, Academia Historica, Taiwan Historica of Academia Historica and Academia Sinica, Hu Shih Memorial Hall of the Institute of Modern History, Academia Sinica, Ministry of Education, Ministry of Foreign Affairs, State History Office of The Chinese Nationalist Party (Kuomintang) and The Shanghai Commercial & Savings Bank, Ltd., to gain an understanding of archival promotion practiced by each unit. Through questionnaire surveys, this research adopts a sampling survey of users from four units receiving the interviews who once participated in archival promotion activities, analyzing and exploring their participation experience, to obtain their feedback and suggestions. Finally, this research uses a comparison method to analyze and compare archival promotion practices in Taiwan with those of the preceding five countries, to further induce the most characteristic and frequently used promotional items as well as to find adequate strategies suitable for Taiwan’s archival promotion. The research results include six conclusions: (1) Archival promotion is one of the administrative goals implemented by each unit in charge of the national archives administration; (2) Special festivals and holidays are the best occasions for archival promotion; (3) Archival promotion can achieve expected benefits; (4) Internet promotion has become a trend; (5) Strategic alliance and recruitment of volunteers is the best solution channels to a predicament; and (6) Archival promotion should be diverse and practiced in daily life. These findings thus propose the following seven suggestions: (1) Expand the integration of social resources and volunteer recruitment; (2) Promote national archives weekly/monthly activities; (3) Strengthen the cultivation of school children’s archival concept; (4) Strengthen the promotion of archival internet and website contents; (5) Strengthen the collections and resources that meet both quality and quantity demands; (6) Develop archival value-added actively and creatively; and (7) Actively assist the related units in establishing a historical sources exhibition room.

本研究旨在藉由行銷組合的7P理論（產品、價格、通路、推廣、人員、實體證據及過程）檢視國內檔案典藏機構推廣服務情形。本研究採用文獻分析法及深度訪談法蒐集研究資料。訪談對象以立意抽樣有辦理檔案推廣活動經驗並具有特色館藏之檔案典藏機構進行受訪，計訪談8個檔案典藏機構。本研究歸納結論如下： 一、檔案行銷組合的產品策略，以實體資源與虛擬資源為主。 二、價格策略以館藏複製及加值授權為主。 三、通路策略以實體通路為主，網路通路為輔。 四、推廣策略以檔案展覽活動為主。 五、人員策略須注重服務人員教育訓練。 六、實體證據策略須提供檔案行銷推廣空間。 七、過程策略以服務流程之便利化與標準化為目標。 根據研究結果，提出建議事項： 一、設立專門負責行銷活動之部門或人員。 二、產品加值授權與開發文創商品。 三、加強網路通路之應用。 四、結合推廣活動與教育之應用。 五、加強服務人員行銷相關的專業能力。 六、提供行銷推廣空間。 七、全面開放資料庫線上閱覽。 / This study is mainly on investigating the Archival Promotion Services in the archival institutions in Taiwan through 7P marketing mix (Product, Price, Place, Promotion, People, Physical evidence and Process). Literature analysis and depth interviews were used in this research for gathering data. Depth interviews were investigated 8 experienced archival institutions with promotion activities and characteristic collection. The results of the research are concluded below: 1.Archival product strategy is mainly based on the physical and virtual resources. 2.Archival price strategy is mainly based on duplicate and authorization. 3.Archival place strategy relies mainly on physical access supplemented by internet access. 4.Archival promotion strategy is mainly based on exhibition activities. 5.Archival people strategy shall provide educational training. 6.Archival physical evidence strategy shall provide promotion space. 7.Archival process strategy is mainly based on facilitation and standardization of service. Recommendations: 1.To set up the department or personnel responsible for the marketing. 2.To develop the value-added authorization of product. 3.To strengthen the application of internet access. 4.To connect promotion activities to education. 5.To intensify the professional ability related marketing. 6.To provide promotion space. 7.To provide reading online database fully.