Abstract The economic boost in the 1980s gave the ornamental fish industry a great opportunity to expand. However, in the 1990s Taiwan experienced a backlash in its local economy and stock market. The supply in the ornamental fish market was greater than the demand, and some importers started fish exporting businesses. Within only a few decades, Taiwan has become one of the major exporting countries of ornamental fish. Taiwan has long been reputed as the Kingdom of Cultivation. The cost for Taiwan fish farmers to raise food fish is higher than it is for fish farmers in other southeastern Asian locations. Taiwan has advanced technologies, but is losing ground in the market. Facing the challenges posed by globalization, ornamental fish is one of the few fish industries in which Taiwan has its niche. The research motivation is to find out how Taiwan can maintain its competitiveness in the global arena. Few websites, databases or research institutes provide a comprehensive introduction or analysis of the international competitiveness of ornamental fish industry. The information in open source is limited, fragmented and incoherent. In light of this situation, the research expects to systematically analyze Taiwan's and the global ornamental fish industries, and to determine the factors necessary for achieving success. Based on literature reviews, the research analyzes the major import and export countries of ornamental fish, and the information concerning Taiwan's ornamental fish industry. Key success factors of the industry include: (1) flight routes and shipment fare, (2) species of fish, (3) prices, (4) cultivation technology and quality, (5) the logistics management capability of exporters, (6) marketing, (7) service, and (8) government policies. Based on the key success factors, the research reaches a conclusion, and provides suggestions for government, exporters, and fish farms. It is expected that the ornamental fish industry in Taiwan will upgrade its international competitiveness. Keywords¡GOrnamental Fish Industry, Key Success Factors, International Competitiveness

Fish keeping, in tanks or aquariums, dates back to Sumerians, ancient Romans and ancient Chinese civilizations. Fish keeping and rearing has evolved into what is collectively known as aquaculture, ornamental fish aquaculture has evolved to be collectively known as Ornamental Fish Industry. Worldwide Ornamental Fish Industry has been estimated to be worth some 15 billion US dollars. Asian Countries are major players in this field, contributing roughly 56 % of total export industry value in 2007. Taiwan’s modest contribution of about 1 % to global share seems very small; however, industry has been steadily growing 10 % in recent years to the point where it has been included among major industries for development within the National Development Plan. Taiwanese Ornamental Fish Industry is very diverse and has tremendous importance for economic development. Profiting from substantial development of this industry in Taiwan and free trade agreements between the R.O.C (Taiwan) and the Republic of Nicaragua, this paper proposes the creation of a novel business model to Design, Install and provide Maintenance services for fresh water natural aquariums using state of the art technology imported from Taiwan. The concept involves creating a unique decorative feature in the form of an aquascaped aquarium in places such as shopping malls, bank offices, clinics and hospitals, law offices and private residences. This new décor feature will beautify open living spaces to create a relaxing and calming environment for observers. Health benefits of owning an aquarium will be pointed out to customers, possible traffic increase to shopping malls, due to new attraction, will bring economic benefits to established stores. Maintenance service is a key factor to the success of business model as it will guarantee long run success of aquarium and will guarantee sustainability of business model.