本研究旨在探討嘉義縣國民小學推展學校行銷工作的實際情況、發展特色、學校行銷策略實施運作的差異情形、影響學校行銷因素的現況情形。以嘉義縣28所學校抽樣施測，教育人員有效樣本212位，有效樣本為84%，進行資料處理與分析，再根據資料分析後的結果進行訪談。歸納分析結果，獲致以下結論： 一、嘉義縣國民小學普遍未設立行銷單位，但對於學校行銷看法大多表示支持與認同，學校行銷工作之組織傾向依行銷業務性質分派給各處室負責或由校長督導籌組學校行銷小組。 二、不同背景變項在學校行銷策略的實際運作之差異有所不同，國民小學的發展與特色，應與社區建立良好的公共關係，以利學校的未來發展最受肯定。 茲根據上述結論，提出以下建議：一、辦理學校行銷教育研習，建構教育人員的行銷知能，並建立學校行銷專屬單位，以利學校行銷工作的推展。 二、運用內部行銷理念，建立學校願景，營造和諧的校園氛圍。 三、發展學校特色，提高學校競爭力，整合並靈活運用校內外各項資源，以達成學校行銷目標。 The purpose of this study is to discuss the cognition of school marketing strategies and the investigation of current situation in Chia Yi County. In this study, the researcher designs the structure and questionnaire based on literature analysis and then chooses 28 elementary schools in Chia Yi County as the sampling. The results of this study are as follows: 1. Most of elementary schools in ChiaYi County do not establish marketing system. However, the aspect of school marketing system is supported by educators. The organization and implementation of school marketing depends on the principle. 2. The actual operation of school marketing is different according to the background of schools. The major appeals of the education administrators in the marketing activities are to build up excellent public relations with the community. Accordingly, we propose the following suggestions: 1. Conducting the school marketing workshops in order to set up the exclusive unit and talent of school marketing. 2. Using the internal marketing idea, establishing the school prospects and building up the harmonious campus atmospheres. 3. Developing the characteristics of the school, enhancing the competition of the school and integrating the resources to achieve the school marketing goal.
