The aim of this study applied innovation viewpoint to explore the innovative marketing strategy of optical industry in Taiwan. The research framework of this study was based on the glass retail industries, innovation, new product development (NPD) and cultural and creative industries. In addition, we used literature review and case study. According to the results, three research propositions of this study were as following: 1. To exploit cultural and creative products, and to increase the market competitiveness. 2. The glasses corporation should focus specific consumer groups of demand, and to increase the scope of markets. 3. To adopt virtue channel will create the better business performance.