The aim of the study was to explore the development of the empirical researches for elementary school marketing in Taiwan. The unpublished doctoral dissertations and master theses between 2002 and 2013 relevant to the topics were reviewed and collected for content analysis. According to the published year, the material was divided into three phrases (2002~2005, 2006~2009, and 2010~2012) for analyzing and probing into the research quantities, topics, methods, subjects, paradigms, the relationship among varieties, characteristics, and developing trends in different phrases. Conclusions and suggestions were proposed as the references for the future researches and related units of elementary schools to blueprint the school marketing strategies in the hope of achieving school education goals and improving the marketing efficacy.