機構典藏乃運用資訊科技將組織成員的學術產出以數位方式保存，進而達到檢索與利用的目的，為現今重要學術傳播趨勢。本文首先探索企業管理中行銷概念在機構典藏上的應用，說明市場行銷導向如何增進機構典藏效率的方法；其次介紹國外三所同樣採用DSpace作為機構典藏系統之大學：堪薩斯大學、印第安那DSpace作為機構典藏系統之大學：堪薩斯大學、印第安那作為機構典藏系統之大學：堪薩斯大學、印第安那大學－普渡大學、以及香港科技大學，三校所採行的方案及運作機制皆有值得參酌之處；再者分享臺大機構典藏推廣經驗，及實際推展上所遭遇問題，並提供有效解決方案，殆可供作國內相關機構擬著手展開機構典藏時之實作參考。

An institutional repository (IR) is responsible for preserving an academic institution’s research output in digital format in order to facilitate information access and utilization. This article explains how enterprise management strategies can be applied by an institutional repository in order to enhance its efficiency. This article also examines the implementation of DSapce, an IR system at Kansas University (KU), Indiana University-Purdue University Indianapolis (IUPUI) and Hong Kong University of Science ＆ Technology (HKUST). Furthermore, this article details the experiences of implementing the National Taiwan University’s own institutional repository, discussing the issues encountered and solutions employed during its development.