| Summary: | 碩士 === 崑山科技大學 === 企業管理研究所 === 106 === In 2005, the Council of Agriculture (COA) considered ornamental fish industry into the plan- "Quality agriculture and health excellence program " one of the national project of six major emerging industries. With the improvement of people's living standards, the demand for leisure and healing industry has been increasing demand gradually. Colorful ornamental fish becomes to be the third largest pet market after dog and cats market in the world.
This study aims to investigate the ornamental fish industry and the critical successful factors of management for an aquarium store. This research further conducts a qualitative case study through field observation and in-depth individual interviews, combined with SWOT analysis and the generation of industry business model. The result found that the key factors to successful management for the case are mainly as the following three points: " building own brand image through improving product quality and strengthening customer service, building good relationship with key suppliers, integrating store professional service with mobile marketing." However, the study also found that social media marketing, live webcast and difficult to cultivate professional appear to be major threats for the case company.
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