政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/79028

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政大機構典藏 > 商學院 > 科技管理與智慧財產研究所 > 會議論文 > Item 140.119/79028

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/79028

Title:	An innovative model of Blue Ocean Strategy and niche marketing in green industry: A case study of the smart LED industry
Authors:	Lai, Kueikuei;Hung, TaSheng;Hsu, MuYen;Lin, WeiTing 賴奎魁;許牧彥
Contributors:	科管所
Keywords:	Blue Ocean Strategy;Brand awareness;Innovative models;Leading technology;LED industry;Lighting products;Long tail;Market demand;Marketing strategy;Niche markets;Product customization;Sales strategies;Small and medium enterprise;Study methods;Commerce;Industry;Light emitting diodes;Lighting;Marketing;Research;Technology;Industrial management
Date:	2011
Issue Date:	2015-10-23 17:33:54 (UTC+8)
Abstract:	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. © 2011 IEEE.
Relation:	PICMET: Portland International Center for Management of Engineering and Technology, Proceedings
Data Type:	conference
Appears in Collections:	[科技管理與智慧財產研究所] 會議論文

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