有鑑於在學校經營中，行銷是一項重要的議題，本研究以一所新設高中為個案，探討其行銷的規劃、行銷策略的運用及行銷的困境與因應。採用的資料蒐集方法，以訪談為主，觀察與文件分析為輔。研究結果顯示個案學校透過學校情勢分析，確立學校行銷目標、擬訂市場區隔、選擇目標市場與定位，作為學校行銷的前置作業。其兼採外部、內部與互動行銷之策略，以吸引優秀學生就讀。而行銷專業知能、人力與經費的受限，常是學校行銷遇到的困境。在此困境下，學校仍致力於利基的創造。

Marketing is a significant issue for school management. A newly established high school was used as a case in this study to explore its marketing planning, marketing strategies, obstacles faced and solutions utilized. Interview was the main method for the data collection, supplemented by observation and document analysis. The findings indicated that several steps were adopted by the school for the marketing planning. They were: the analysis of SWOT, the identification of marketing goals, the clarification of market segmentation, and the selection of target market. To attract students with high academic achievement, the school interchangeably used external, internal and interactive marketing strategies. However, the insufficiency of professional knowledge, personnel and budget for marketing were the problems faced. Even so, the school was still engaged in creating its niche.