今日的教育環境受「少子化」與「教育自由化」衝擊，學校勢必要採取行銷策略來面對這時代巨流下的危機，尤其是影響最大最急的國民小學。學校行銷的管理涉及環境、人員、資源、顧客市場與公共關係等諸多因素，需透過有系統的過程建立學校的品牌、聲譽，才能提高教育市場的競爭力。本研究根據相關文獻與專家訪談建立研究架構，以宜蘭縣NP國小為例，剖析當前國民小學學校故事行銷的重要性。研究架構以「潛在影響因素」及「外在影響因素」為兩大構面，「學校硬體設備」、「學校軟實力」、「故事內涵」、「傳播工具」、「傳播途徑」及「故事類型」等六個子構面為第三層級因素，第三層級因素之下，共包含26項決策準則。本研究應用層級分析法探討學校故事行銷的關鍵成功因素之權重排序，提出故事行銷組合策略的具體建議。研究結果發現「潛在影響因素」較「外在影響因素」重要，「潛在影響因素」中「學校軟實力」是學校故事行銷最重要的因素。「校園建築意象」及「學校地標」管理得當，對於學校故事行銷頗有助益。「平面媒體」則是權重排序敬陪末座，但仍不可偏廢。就整體權重排序而言，「教師團隊的向心力」、「學校整體聲譽」、「教師專業熱忱」、「學生素質」，位居前四名。進行學校故事行銷前需凝聚全校師生的共識，否則易淪為一時性的活動，而妥善經營管理校史室，在推動學校故事行銷時將可事半功倍。此外，「校園建築意象」及「學校地標」雖是學校的硬體部分，如果建設或管理得當，就能讓來訪遊客、社區民眾、家長、學生或是畢業校友重返校園時，看到及感受到並引起話題，對於學校故事行銷有相當的幫助。本研究之研究結果提供學校領導者及未來研究人員參考。

The current education environment has been impacted by "declining birth rate" and "the liberalization of education". The school managers must marking strategy to the crisis influx of this era, especially the national elementary schools that have the immediate impact. The school marketing management involves many factors such as environment, personnel, resources, customers, and public relations. It is necessary to establish a school's brand and reputation through a systematic process in order to improve the competitiveness in the education market. This study builds a research framework based on relevant literatures and interviews with experts. This study takes NP Elementary School in Yilan County as an example, and analyzes the importance of storytelling marketing in the current national elementary schools. The research framework is based on two aspects: "Potential influence factors" and "External influence factors". "School hardware equipment", "School soft power", "Story content", "Communication tools", "Communication channels", and "Story types" are six sub-facets of the third-level factors. Below the third-level factors, there are 26 decision criteria. In this study, Analytic Hierarchy Process (AHP) method is used to explore the weighting of key success factors, and authors put forward portfolio suggestions for storytelling marketing strategies. The research results found that "Potential influencing factors" are important than "External influencing factors". Including in the "potential influencing factors", "School soft power" is the most important sub-factor of school storytelling marketing. The well management of "School building imagery" and "School landmarks" is helpful to school storytelling marketing. The last priority is "Print media", but it must be concerned. In terms of the overall weight rankings, "Centrifugal force of teachers", "Overall reputation of the school", "Professional enthusiasm of teachers", and "Quality of students" are the top four criteria. It is necessary to consolidate the consensus of teachers and students before conducting school storytelling marketing, otherwise it is easy to become a temporary activity. Moreover, proper management of the school history room will promot school storytelling marketing effectively. Although the "Campus building image" and "School landmark" criteria mean school hardware equipment, they make tourists, community members, parents, students, and graduate alumnus to visit campus. The implications of "Campus building image" and "School landmark" also create good perceptions to campus visitors while they are properly constructed or managed. The feelings of campus visitors could produce topics that are quite helpful to school storytelling marketing. The finding of this study provides references to school leaders and future researchers.