The document analyzes Taiwan's art museums' approach to niche marketing by targeting student visitors. It conducted a study of 60 university students in Taipei and Kaohsiung to understand reasons influencing students' lack of visits to art museums. The results found external factors like more alluring leisure activities, distance disadvantages, shortage of museum information, and unattractive collections influenced students. Internal factors included lack of interest and time. The conclusion suggests art museums should make use of students' habits and preferences and enhance their niche marketing approach to target student visitors more effectively.