Economic development has led to increased demand for energy; however, energy consumption has also led to continued worsening of greenhouse gas emissions and global warming. After the Kyoto Protocol came into effect, advanced nations worldwide pledged to actively expand national strategies in order to reduce greenhouse gas emissions. On June 5, 2008, the Executive Yuan of the Republic of China passed a Sustainable Energy Policy, which proposed the construction of a “high-efficiency”, “high-value”, “low-emission” and “low-dependency” energy consumption model and supply system. Based on this premise, businesses that wish to enhance their competitive abilities should respond as soon as possible to the interim goals of energy conservation and carbon reduction. Using high efficiency LED (light emitting diode) lighting fixtures is an easy, low cost, and effective method of reaching the goal of energy conservation and carbon reduction. This has also led to the emergence of the LED lighting industry as a technology industry with great potential. 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: 1. 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 and D, and innovation to produce products that are differentiated from those of large manufacturers. 2. 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. Key words: Green energy industry, blue ocean strategy, niche marketing, LED industry.
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