When Chunghwa Telecom became privatized in August 2005, the performance evaluation system, which was in place for over 40 years, was overhauled. The new system, for the first time, was gravitated toward staff marketing. The staff¡¦s personal marketing performance was the basis for annual performance evaluation. The implementation of this system would dramatically change the staff workplace behavior, and directly influences the staff job pressure and job satisfaction. These issues are worthy of in-depth study. The study was undertaken by means of a questionnaire survey. Stratified random sampling technique was applied to draw a sample of the technical staff (the subject of the study) in the South Region Branch of Chunghwa Telecom. The influence on job pressure and job satisfaction resulting from changes in the performance evaluation system was evaluated. Data collected were analyzed by SPSS 10.0 for Windows. Reliability analysis, paired-t test, analysis of variance and regression analysis were performed. Major findings are outlined below: 1. The overall job pressure before implementing the new performance system was low. 2. Change in the performance system showed significant influence on job pressure; job pressure was increased. 3. Increase in ¡§work load¡¨ was the main contributor of overall increase in job pressure. The general perception that ¡§the personal marketing target set by the company was too high¡¨, was the main source of pressure. 4. Change in the performance system showed significant influence on job satisfaction; overall job satisfaction decreased. 5. Change in the performance system showed no influence on internal satisfaction. Staff is mostly dissatisfied with lack of job stability and security. 6. Job pressure showed significant influence on job satisfaction in the new system. 7. ¡§Job condition¡¨ was the most significant factor influencing job satisfaction. 8. The job pressure of medium to high level supervisory staff was smaller than non-supervisory staff, job satisfaction was higher than non-supervisory staff. This report is the first study ever conducted on the job pressure and job satisfaction of technical employee of Chunghwa Telecom after its privatization. The results of this study are useful as a reference to managers in drafting and reviewing policies. It is suggested that the staff work load should be redesigned to eliminate factors that cause job pressure. Work conditions should be improved and group agreements signed to promote job security, increase job satisfaction, enhance job efficiency, and, motivate staff performance. Keywords: Performance System, Technical Employees, Staff Marketing, Job Pressure, Job Satisfaction

The main subject of this thesis is the area of marketing in the field of educational institutions. The first part of the thesis is focused on the theoretical foundations of marketing, marketing services with specifics of marketing of educational institutions, marketing research, marketing management with the specifics of educational institutions and marketing communication. The operative part deals with the implementation of marketing research, analysis marketing communication and realization of strategic analysis of the educational institution. On this base, then proposes the use of marketing in the work of the teaching staff.