Improving the quality and level of the research of institutional household management is one of major issues in the field of study on family resource management and human ecology In this context the purposes of this study were to develop the scheme for the theoretical reconstruction of the subsystem in the institutional household management and to present the applicational contents focused on the marketing management. This study reached a conclusion that the marketing management has to include more practical contents such as PR(public relations), the development and management of supporters and volunteers in order to enhance the useful community resources.