本研究首先闡述行銷理論的內涵，進而探討學校行銷的基本概念，及其應用於國民中小學之有利因素：（一）決策模式改變；（二）學校系統的動態平衡；（三）社會環境急速變遷；（四）提昇教育品質的聲浪迭起；（五）學生家長與社會大眾有權了解並參與學校行政運作；（六）教育改革必須爭取社會公眾的支持；（七）學校與公眾間的關係亟待改善；（八）學校與社區建立良好的互動關係；（九）家長教育選擇權及學生受教權的倡導；（十）教育經費編列與管理法的頒布實施；（十一）學校本位管理的實施；（十二）因應少子化下學校學生人數銳減的趨勢。

This study is first to elaborate the content of marketing theory, then to investigate the basic ideas of school promotion and the advantages applied in elementary and secondary schools in practice: (1) The change of the school's decision making model; (2) The balance of the school's system; (3) The flux of the social environment; (4) The rising awareness of promoting education quality; (5) Parents and the public have the right to get involved in the school's administration operation; (6) Education renovation should gain the public support; (7) An advance between the school and the public; (8) A good interaction should be established between the school and community; (9) The advocacy of parents choosing the schools and the student's right of being taught; (10) Promulgate educational cost regulations; (11) School-Based Management practice; (12) Adapting the low birth rate situation and the significant reduction of student's numbers.