後疫情時代，隨著無口罩用餐行為的恢復，環境空間中的氣味於高級餐飲場域扮演了關鍵性的角色。環境香氛不僅對提升品牌形象具有顯著貢獻，更在塑造具吸引力且難以忘懷的感官體驗中發揮核心功能。本研究聚焦於高端餐飲室內空間中的嗅覺感知，旨在填補感官行銷領域關於室內氣味設計之研究缺口。透過探究高級中式餐廳環境香氣設計的核心指標，本研究構建了嗅覺體驗之分層模型，並運用層級分析法評估四大香氣構面及十二項具體指標之相對重要性。研究結果顯示，以東方花香為主之「優雅別緻」香氣因子最適合該類空間。本研究不僅提出嗅覺品牌策略之理論架構，亦闡述其實務應用意涵，對餐飲空間氣味設計領域具體貢獻，協助高級餐廳提升消費者滿意度並實現品牌差異化。此外，所建構之分層模型提供系統性方法，將感官元素有效融入品牌建構過程，促進沉浸式用餐體驗，強化品牌識別。研究結果彰顯香味設計於競爭激烈的餐飲產業中，建立獨特品牌形象之策略意義。

In the post-pandemic era, the resumption of mask-free dining has accentuated the pivotal role of ambient environmental scents within high-end dining establishments. Ambient aromas not only substantially contribute to enhancing brand image but also play a central role in shaping compelling and memorable sensory experiences that attract consumers. This study focuses on olfactory perception within upscale restaurant interiors, aiming to address a notable research gap in sensory marketing related to indoor scent design. By investigating the key indicators of ambient aroma design in fine-dining Chinese restaurants, the study constructs a hierarchical model of olfactory experience and employs the Analytic Hierarchy Process to evaluate the relative importance of four aroma dimensions and twelve specific criteria. Findings indicate that the "elegant and refined" scent dimension, predominantly characterized by oriental floral notes, is most suitable for such environments. This research not only proposes a theoretical framework for olfactory branding strategies but also elucidates practical implications, contributing concretely to the domain of scent design in restaurant spaces. It assists upscale restaurants in enhancing consumer satisfaction and achieving brand differentiation. Moreover, the developed hierarchical model offers a systematic approach to integrating sensory elements into brand-building processes, facilitating immersive dining experiences and reinforcing brand identity. The findings underscore the strategic significance of scent design in establishing unique brand images within the highly competitive hospitality industry.