本研究旨在探究一所公立特色小學實行學校行銷策略之歷程與現況分析。為達研究目的，本研究採取質性研究，以彰化縣田日國小（化名）為個案對象，針對田日國小教職員工與家長各進行每人約一小時左右之半結構型訪談，並輔以文件分析與觀察；接著，再彙整、歸納及分析各式相關資料，並進行討論與分析；最終，彙覽研究結果與分析，歸整出研究結論：一、學校行銷策略實行歷程為：策略評估、策略擬定與執行、策略擇捨；二、視學生為主體，以課程為亮點，落實金三角行銷策略；三、學校行銷策略實行歷程中，確立行銷之目標對象相當重要；四、營造積極正向學校文化，讓教師於學校行銷實行中扮演主要角色；五、目前缺乏行銷回饋機制。最後，依研究結果提出建議，以供相關單位及人員日後參考。

This study aims to explore the development and current status of implementing a school marketing strategy in a public featured elementary school. To address the research objectives and questions, a qualitative case study approach was adopted, focusing on Tianri Elementary School in Changhua County. Data were collected through structured interviews with staff and parents, each lasting approximately 60 minutes, and were supplemented by document analysis and on-site observations. Relevant materials were systematically collected, organized, and analyzed to facilitate in-depth discussion. The key findings of this study are as follows: 1. The school’s marketing strategy involves three main stages: strategy evaluation, strategy formulation and implementation, and strategy selection. 2. Students are positioned as the central focus, with the curriculum highlighted as a core feature, employing the “golden triangle” marketing strategy. 3. Identifying the target audience is critical to the effective implementation of school marketing strategies. 4. Cultivating a positive and proactive school culture empowers teachers to take a leading role in executing marketing initiatives. 5. Currently, there is an absence of a systematic feedback mechanism to evaluate marketing effectiveness. Based on the research findings, conclusions are drawn, and practical recommendations are provided for educational stakeholders and relevant personnel.