這項研究由各種和氣味有關的故事，以及香的歷史和未來可能的發展組成。在文獻探討中，我們討論了將氣味作為藥物、作為宗教儀式的交流工具、情感的觸發因素和空間裝飾等各種主題。為了了解行銷人員如何使嗅覺產品變得視覺化，我們同時也研究了香水和芳香產品的行銷策略。
在研究方法部分，我們以文獻探討基準，並且從中延伸，希望了解未來香產業的發展及現況。我們採訪了9名受訪者，其中包括3名生產方和6名使用者。我們希望通過採訪，傾聽用戶對用香的看法，以及生產者對香業現況和未來的發展。最後，我們綜合了生產者和使用者的意見，提出了三種可能的香生產方向，分別是宗教用香、氛圍薰香和芳療用香。

This research is made up of various stories of smell, as well as the past and future implications of incenses. In the literature review, we talk about smell as medicine, as a of communication tool in religious rituals, triggers of emotion, and as space decoration. To understand how the marketers make olfactory products become visual, we studied the marketing strategies of perfume and fragrant products.
In the method part, we designed the surveys based on the literature review. We interviewed nine interviewees, including three incense producers and six incense users. Through interviews, we hope to listen to users’ opinions on using incense and producers’ point of view about the current and future of the incense industry. At the end, we integrated opinions from both the producers and users, and proposed three possible directions for incense producers, which contains religious incense, ambience incense, and aromatherapy.

Thesis/Dissertation Validation letter………....……………i
Acknowledgement……………………………………………………………………….ii
Abstract (Chinese)……………………………………………………………………....iii
Abstract (English) iv
Chapter 1 Introduction 1
Chapter 2 Literature review 2
2-1 Records of smell from literary, cultural, and in use aspects………………….2
2-1-1 Smells as social classifiers in oriental and western literature………...…….2
2-1-2 Smell as triggers of memories and thoughts………………………………..3
2-1-3 Smells as indicators of health benefits and drugs…………………………..4
2-1-4 Smells as religious tools and channels of communication………………….5
2-1-5 Smell as space decoration and life entertainment………………………......7
2-1-6 Smell as modern accessory – perfume……………………….......................9
2-2 Marketing strategies of smell……………………………………………......12
2-2-1 Visual and text marketing approaches………………………….………....12
2-2-2 Space and fragrance………………………….…………………………....14
Chapter 3 Research methodology 15
3-1 Research method………………………………………..…………..……….15
3-2 Data collection and sample………………………………………………….16
3-3 Profile of interviewees……………………………………………………....17
Chapter 4 Finding analysis…………………...………………..……………………….18
4-1 Taiwanese religious and traditional incense market……………..……….…18
4-2 Ambience incense market in Taiwan……………………………………..…20
4-3 Aromatherapy and incenses…...………………………………...…………...21
Chapter 5 Conclusion……………………….…………………...……………………...23
List of references……………………………………………………………….………25
Appendix…………………………………………….…………………………………29

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