Most rnuseums have a cornmon problem in terms of recognition and preference except sorne worldwide famous museums, comparing to the institutions in the filed of cultural industries. This phenomena is caused by some obstacles which are existed in the museums for a long time such as the previous experience and knowledge of visitors retained, the difficulties for museum communication to exhibits and so on. From the social-cultural perspective, it is primarily derived from the lack of cultural capital, cultural literacy and cultural taste which are required through the process of socialization of visitors The aim of this study is to find some possibilities which museums can get through somε chronic problems as well as to provide the new ways to survive in the competitive market place as one of strategic planning. The stu?y is centered on an evaluation of current situations of the cultural artifact-oriented museums and cultural content-oriented museums through the comparison of the number of visitors, the motivation for visiting museum and the preferences of museum visitors. As a result, the visitors in the cultural 3l-tifact-oriented museums put some value on the educational effects, while the visitors in the cultural content-oriented museums put some weight on the entertainment and leisure time activity in terms of motivation for visiting museums as internal factors. The former are the people who pursue high culture tastes, while the latter are the public who have popular culture tastes. From this point of view, it can be understood that the personal artistic and cultural taste affects on the individual preference of museum contents. Thus if the cultural artifact-oriented museums will approach to their visitors with the cultural content oriented ways such as contents of exhibition, interpretative methods and marketing tools, they can develop ne\ν and broad potential audiences in the market place. In terms of the number of frequency of museum visiting, occasional visitors prefer the cultural content-oriented musεums while frequent visitors like the cultural artifact-oriented museums. As for the preference of museum contents, the cultural content-oriented museums gain more attention than the cultural artifact-oriented museums because the cultural content-oriented museums have strengths in appreciation, familiarity and communication with exhibits which are deeply related to culturalliteracy of museum visitors. As a conclusion, the cultural content-centered approach is useful not only to relieve the communication problems of visitors related to the cultural literacy but also to provide a variety of motivation for the public. This approach contributes to expand the base of the visitors as well as to give a new possibility to establish competitive power for museums.