The purpose of this study is to: first, explore the theoretical bases of marketing applied at preschool institutions; second, analyze the contents of marketing strategies at preschool institutions; third understand the practices of internal marketing, external marketing and interactive marketing adopted at preschool institutions. Based on the theories of service marketing, the study tries to explore the feasibility of those theories when they are applied at preschool institutions. 10 kindergarten directors with different background were interviewed with a semi-construction interview to analyze the selection of target market and position in marketing strategies, and explore the practices of external marketing, internal marketing and interactive marketing at preschool institutions.