In Taiwan area, it has become a rule that the national identity cards of all population are changed every 10 years. The fifth comprehensive change of national identity cards was implemented from Dec. 21, 2005 to Dec. 31, 2006. The government institutions of different cities and counties (municipal) under the jurisdiction of the Ministry of the Interior positively conducted national propaganda of the important news through the strong promotion of the change of identity cards by various means of mass media. First of all, the study investigates promotion strategies and procedures of the change of national identity cards in Taiwan, and then studies the promotion situation of the services for people, and further investigates how to strengthen the use of marketing ideas to achieve the goal of offering services for people. In view of this, the study reviews the related literature about the development procedures of the household registration system of Taiwan. Through the understanding of the situation and problems of the current use of new national identity cards, as well as the necessity of the change of national identity cards, the study focuses on marketing strategies to adopt SWOT analysis of trend and use questionnaire survey to make proof analysis and review. The study examines the effects and improvement measures of the government for execution of public domains, and provides the following research conclusions and suggestions for the Ministry of Interior and other government institutions as a reference for innovative promotion of public policies: 1. It is not easy to promote relationship marketing of the first line household registration institutions. 2. Important project work relatively needs the increase of reasonable and proper budget for promotion. 3. Strengthen the innovative development culture of household registration organization, and cultivate the overall marketing team. 4. A sound evaluation mechanism should be established for the marketing of public policies 5. Although the promotion of comprehensive change of national identity cards used different marketing channels, measures should still be strengthened on how to integrate different communication tools effectively. 6. Strengthen the public¡¦s rights of their awareness of the use of identity cards. The government has the responsibility and obligation to teach the public use of identity cards. The conclusions made by the study are that national identity card system is not a system that has to be existed in all countries. Each country can determine the necessary of offering identity cards to the citizens according to the country¡¦s idea of system. Under the national identity card system constructed in Taiwan, the nature of national identity card is to ¡§prove¡¨ that a citizen possesses the archive of his/her nationality. It also refers that national identity card is a document that cites the nationality relationship between a citizen of his/her country. Under this system, all the citizens of Taiwan are obliged to collect their national identity cards, and have the rights to ask for offering them. Therefore, the people of Taiwan should be cautious about the importance, safekeeping and use of national identity cards. The government should more positively bear the responsibility of strengthening the concept of ruling by laws because the maintenance of social stability depends on the people¡¦s practices and compliance with laws. Keywords: national identity card, household registration system, SWOT analysis of trend, relationship marketing, development culture, public policy marketing, national identity card system, concept of ruling by laws