| Summary: | 碩士 === 國立臺中教育大學 === 區域與社會發展學系國民小學教師在職進修教學碩士學位班 === 103 === This study was designed to investigate the Changhua County Elementary School,certified to participate in the brand marketing process, in order to understand the school to promote the brand certification of motivation, planning and implementation of policies involved in the certification, and analyze the relationship between the three parties in promoting interaction between schools, parents, teachers, and finally find a certified plight and Looking to the future of school. Researchers through marketing management: analysis, planning, implementation, and control processes to review the course of the school involved in the certification of the case, two different size, and have carried out school with qualitative research. Study results showed that:
1. The size of the school and a sense of crisis faced by such cases schools face authentication attitude difference and affect the certification process, but also lead to a different follow-up development.
2. When the case during school certification, teachers did not receive professional marketing training, so the lack of marketing-oriented thinking.
3. Leadership is the key to the brand philosophy of those in charge of sustainable development, and marketing management process requires effective communication.
4. Policy in order to have continuity strengthen the case schools establish brand awareness.
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