  The measure of the full dimension for a general Sierpi\'{n}ski carpet is
studied. In the first part of this study, we give a criterion for the measure
of the full Hausdorff dimension of a Sierpi\'{n}ski carpet. Meanwhile, it is
the conditional equilibrium measure of zero potential with respect to some
Gibbs measure $\nu_{\alpha}$ of matrix-valued potential $\alpha\mathbf{N}$
(defined later). On one hand, this investigation extends the result of [17]
without condition \textbf{(H)}. On the other hand, it provides a checkable
condition to ensure the existence and uniqueness of the measure of the full
Hausdorff dimension for a general Sierpi\'{n}ski carpet.
  In the second part of this paper we give a criterion for the Markov
projection measure and estimate its number of steps by means of the induced
matrix-valued potential. The results enable us to answer some questions which
arise from [1] and [4] on the projection measure and factors.
