Exploring the 4I Marketing Strategy of National Style Fragrance Brands in the Olfactory Economy—Taking the Scent Library as an Example

在消费结构迭代与体验经济向多维感官场域演进的进程中，作为感官经济关键维度的嗅觉经济正加速重构消费价值体系，其中承载东方美学转译的国风香氛产品通过文化符号资本化，逐步形成差异化市场优势。本研究以嗅觉经济为研究视角，以国风香氛品牌气味图书馆为案例，基于4I营销理论，系统分析其营销策略的内在逻辑。气味图书馆借助东方美学元素的解构与创新表达，满足消费者对个性化、差异化香氛产品的需求；通过嗅觉叙事的生活场景化构建，引发消费者情感共鸣；利用私域流量运营，实现用户深度参与的品牌共建与体验共生；并将气味记忆转化为情感溢价空间，为消费者提供超越产品本身的情感价值。本研究旨在为本土香氛品牌突破国际品牌市场垄断提供理论参考与实践路径，助力其在嗅觉经济领域实现可持续发展。In the process of consumer structure iteration and the evolution of experience economy to multi-dimensional sensory field, the olfactory economy as the key dimension of sensory economy is accelerating the reconstruction of the consumer value system, which carries the translation of oriental aesthetics of the national fragrance products through the capitalization of the cultural symbols, and gradually formed a differentiated market advantage. This study takes the olfactory economy as the research perspective, takes the national style fragrance brand Scent Library as a case study, and systematically analyzes the internal logic of its marketing strategy based on the 4I marketing theory. With the deconstruction and innovative expression of oriental aesthetic elements, Scent Library meets consumers’ demand for personalized and differentiated fragrance products, triggers consumers’ emotional resonance through the construction of life scenarios of olfactory narratives, realizes the brand co-construction and experience symbiosis with users’ deep participation by using private traffic operation, and transforms scent memories into an emotional premium space to provide consumers with emotional value beyond the products themselves. This study aims to provide theoretical references and practical paths for local fragrance brands to break through the market monopoly of international brands, and help them realize sustainable development in the field of olfactory economy.