This study aims at exploring the innovation strategies of marketing management for Taiwan's non-popular music industry. The researchersattempt to inquire a profitable model for the industry through synthesizing the strategic and tactical levels of marketing solutions. The related literature is reviewed and the opinions of senior managers from three representative companies are collected. The results show that Taiwan's non-popular music industry has been centralized to a few promising companies recently, and creates a variety of profit-making models but also faces simultaneously several critical challenges from the digital economy. Accordingly, music digitalization, channel virtualization, and service-oriented industry are the trends of the industry nowadays. Although the interviewees emphasize the tactical level of marketing management process, we still can find the strategic level of marketing management remains important for the business. The core strategies of these Taiwan's non-popular music industry include: deepening niche market, creating values of natural, healthy dreams, providing new services, integrating resources, multiple products business, and customer relationship management.