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.