The research aims to explore the principal's conception, role, strategies and influence in school marketing in elementary school. Open, semi-structured interviews were conducted in the research. The findings are as follows: The philosophy of school marketing of the principle is: 1.The situation of low birth rate and educational market accelerate the pace ofschool marketing. 2. The performance of school education is the essence of school marketing. 3. School marketing needs to integrate resources and value the benefit. The role of principal in school marketing is: 1. Principal should set an example to effect the school staff. 2. The principal should also construct school vision, develop school feature and build school image. 3. The principal should understand the trend of environment and parents' need to plan school market. Finally, the marketing strategies include: 1. Use electronic monitoring system, network and documents to convey information to students' parents. 2. To establish school external partnerships. 3. Building the relations with the media.