The 21st century becomes complex, diversified, specialized and characterized because of rapidly changing science and technology and mixing of various cultures and senses of values. The social structure shall meet social member' s various cultural curiosities and desires so it needs cultural device that can change it to the public education by synthesizing and systemizing the cultures that are apt be disregarded. Moreover, as people' s leisure hour increases because of 5 days work a week system. the culture and art that can improve life quality and make life abundant are required. It is the current museum that meets people's intellectual desire. preserves physical evidence of the human race and plays the social role. Now, museum is facing various changes as the most reasonable cultural space of what human races searches in the present. Rapidly changing social structure. increase of leisure hour. activation of tourism and leisure activity and change of government policy are requiring museum' s market competitiveness as a factor of cultural industry. As a nonprofit organization for improving culture of the society and public. museum has helpful aspects such as tradition. education and public benefit for providing the public with research. education and pleasure. On the contrary, however, it has some prob1ems such as insufficient specia1ized manpower. insufficient discrimination and weak finance . However. people experience various things through museum and they will also experience the service given by museum trough the various experiences. The service of museum can be the motive that makes audience visit museum again. 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 including museum do not perform the activities well. Therefore. various services are required to nonprofit museum. depending on customer s various 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 general method to attract customer' s revisit and deduct outcome by applying quality system to museum and introducing active marketing as a strategy to enable museum to be discriminated from other cultural organization. provide customer with satisfaction and reconsider profitability.