Abstract
This research studies the Taiwan children English education industry sector by examining its branding, marketing, and management practices. Over several decades’ development, the Taiwan children English education industry as a whole has encountered an unprecedented challenges in terms of international competition and the declining domestic fertility rate. As so, a new way to reexamine its business strategies is then crucial for the sustainability of the industry. Integrating the perspectives from enterprise management, brand development, and marketing areas, this study proposes a holistic approach to examine the business strategies on Taiwan children English education. A case study is conducted by applying such approach; the results are discussed.