特展的舉辦，為博物館展示活動中重要的一環。本文係為瞭解博物館在辦理國際性特展時，其媒體的行銷策略與成效，特以故宮「悠遊風景繪畫－俄羅斯普希金博物館特展」為研究個案，並以文獻分析法和訪談法進行研究。經研究其媒體宣傳包含電視新聞與廣告，平面媒體報章雜誌和實體文宣，以及透過網路平台架設官網與臉書粉絲專頁等。研究結果發現：1.國內近年在舉辦國際性特展時，博物館自身因礙於資金與行銷宣傳管道的限制，策劃模式漸從博物館為主導，媒體集團為輔，轉向為兩者共同策劃，並由媒體集團挹注資金與規劃行銷策略。2.20世紀90年代後，高科技產業迅速崛起，網路與智慧型手機普及，使銷售者（主辦方）與消費者（觀眾）之間溝通更透明便利。資訊透明使觀眾對於消費需求更具個人化，以符合自身需求，於此主辦方須擬定更多元的行銷方案以吸引觀眾，其狀態相當符合差異化（Variation）、變通性（Versatility）、價值觀（Value）、共鳴感（Vibration）之4V行銷理論，故本研究以4V行銷理論分析之。最後，本研究建議：1.為維持傳統閱讀模式客群，應保留一定比例平面媒體宣傳。2.網路平台可更多元地針對不同族群宣傳，如開設IG可吸引年輕族群的高互動性與關注熱度。3.展覽籌措時先進行展前觀眾調查，可更精準地擬定完善的行銷策略。

Special exhibitions are an important part of the exhibition activities of museums. In order to understand the marketing strategies and effects of media in the special international exhibitions conducted by museums, in this paper, literature analysis method and interview method were used to study the case of the “Masterpieces of French Landscape Paintings from The Pushkin State Museum of Fine Arts, Moscow” in the National Palace Museum. By analysis, the media publicity includes television news and advertisements, newspapers, magazines and entity propaganda of print media, and online platforms such as official websites and Facebook fan pages. The study results show that: (1) In the recent special international exhibitions conducted in Taiwan, restrained to museums’ funds and marketing channels, the planning mode is gradually changing from being dominated by museums and supplemented by media groups to being jointly planned by both, and media groups invest money and plan marketing strategies. (2) Since 1990s, the rapid rise of high-technology industries and popularization of network and smart phones have made the communications between sellers (organizers) and consumers (audience) more transparent and convenient. Information transparency has made the audience’s demands for consumption more personal to meet their own needs. As a result, organizers have been required to propose more diversified marketing plans to attract audience. This status is fairly consistent with the marketing theory of 4Vs (variation, versatility, value and vibration), so this theory was used for analysis in this study. Finally, this study suggests that: (1) The customers in order to maintain the traditional reading pattern, should retain a percentage. (2) Publicity network platform designed to target different ethnic groups more diverse propaganda, such as the opening of a IG can attract young people high interactivity and focus on the heat. (3) Exhibition raise to show before the audience survey, can be more accurate to formulate perfect marketing strategy.