Due to the continuing decrease of Taiwan's birth rate in 2001 and the uncertain of the market condition of preschool education in Taiwan, which affects the kindergarten industry to confront with the high rivalry situation, even though we are familiar with the word 'Kindergarten', few researches are conducted in the area of strategic educational, especially in the kindergarten level.This study is about the kindergarten market in strategic point of view. The purpose of this study is to understand parent's perspectives about the key factors that influencing them when selecting the kindergarten for their children. Moreover, the study also investigates the strategies that are mostly used by the kindergarten administrators to explore the administrators' perspectives in preschool education administration. The results indicated that most of the parents concerned about the quality of education as the most important criterion when they select the kindergarten for their children. The qualifications of teachers are the factor that most influence the parental choice. Many kindergarten administrators are also adopting the marketing strategies to their kindergarten administrations. They are emphasizing to the parent's expectations in order to attract more students to sustain the business in the uncertain market environment, for example emphasizing in parent involvement, teacher with enthusiasm and love to teach, clean and hygiene environment, education ideas, and reputation and image of kindergarten.
