This research aims to explore the business transformation strategy of case company through the induction & deduction of the following data sources: secondary data collecting, deep interview, participation observation and the theory of MERSI. The research discovered: there are two main sale items, ornamental fish& aquarium equipment, in Taiwan’s aquarium industry. The unique characteristics of aquarium industry in Taiwan: geomancy idea, leisure cultures, spatial esthetic sense, pedagogical meanings& multiplications or relatedness. As for the whole, the aquarium firms in Taiwan face the fate to transform or die. This research focuses on finding out the right transformational strategy for Taiwan’s aquarium firms, with the implications of case company’s business model. This research discovered: the performance in the first transformation strategy of case company was good; the second transformation strategy, in terms of the cost & benefit analysis, the risk analysis and the feasibility study, totally showed going towards to the positive direction. The case company in point is one of the aquarium firms in Taiwan establishing brand, and its transformation strategy provides a reference for those aquariums in Taiwan, which plan to transform.