An innovative model of Blue Ocean Strategy and niche marketing in green industry: A case study of the smart LED industry

Using a developer in the LED corporate market as a research target, this study utilized case study methods to investigate the innovation model and sales strategy of this company. This study found that the subject company used long tail strategy and Blue Ocean Strategy, in combination with niche marketing strategy, to satisfy market demands with the customized smart LED green lighting products. Based on the results of this study, our conclusions are as follows: When a company´s brand awareness and economic scale cannot match those of well-known front-line companies in the mainstream market, such a company can use leading technology, R&D, and innovation to produce products that are differentiated from those of large manufacturers. Based on the long tail strategy, small and medium enterprises (SMEs) can utilize the blue ocean strategy to select a niche market according to their unique advantages and develop high-margin products through product customization strategies.