The internal operations and external marketing strategy of Taoyuan County nurseries has been affected by the impact of declining birthrate. With the change of nursery operation environment, nurseries are bound to adjust their business strategy and strengthen marketing in order to maintain competitiveness. Through case studies and in-depth interviews, the findings of this study show that under highly competitive environment, nurseries can adapt following strategies to keep themselves in good condition. First, consolidate their public relationship. Second, make the best of their human resource. Third, upgrade their service quality. Fourth, manage to expand their marketing. Finally, practice innovative strategies. Those five strategies are beneficial for recruiting new students in such a competitive environment.