In 2017 the Sports Administration branch of the Ministry of Education conducted a survey which indicated that 33% of Taiwanese people were regular exercisers, and the majority of these (80%) exercised outdoors. Moreover, Taiwan holds the highest frequency and diversity of marathon in the world. Though each event has its own unique features, road running events can be divided into four general categories: international competition, tourism and leisure, entertainment and fun, and charity events. The purposes of this paper are to discuss the development of road running events in Taiwan, Penghu, Kinmen, and Matsu; conduct a literature review; analyze the data with reference to the marketing theory of 4Ps; and provide results as a reference for future research. The results are as follows: Road running events with diverse features are frequently held in Taiwan, Penghu, and Kinmen. Marketing strategies can be applied to achieve several benefits, including clarifying event positioning, developing event products, increasing event popularity, and maximizing the event's beneficial outcomes. By adopting marketing strategies, road running events in Taiwan, Penghu, and Kinmen can garner increased public attention as well as sustain the loyalty of the participants.