本研究以「風味體驗設計的品牌策展策略」為核心，探討高端餐飲品牌如何透過 感官體驗、情緒設計與文化敘事來建構出具有情感深度與持續影響力的品牌價值。 隨著體驗經濟的成熟與當代消費者價值觀的轉變，餐飲體驗已不再侷限於味蕾上 的滿足，而是一種結合感官互動、情感共鳴與文化記憶的整體體驗。本研究以 S 餐廳為個案，以其實際營運狀況為基礎，分析品牌如何透過「五感節奏×風味體 驗」的設計邏輯，將用餐過程轉化為一場被策展的感官旅程。
研究成果指出，S 餐廳的品牌價值並非源自於食材的稀缺性或技藝的展示，而是 來自對「顧客情緒反應」的理解或回應。品牌藉由茶、湯、主菜與飲品之間的溫 度設計，引導顧客情緒層層遞進，進而形成可被記憶與再現的情感連結。本研究 進一步提出「感官品牌價值循環模型」，以顧客-員工-品牌為核心互動主體， 說明感官體驗如何透過情緒反饋形成品牌依附與價值再生。該模型顯示，品牌的 競爭優勢不再取決於料理或空間設計，而是在於如何讓顧客於互動中「被理解、 被感動、被記住」。 本研究的主要貢獻在於三方面:第一、在理論層面上補足過去體驗行銷中對風味 節奏與感官情緒互動的研究空缺，提出具整合性的品牌價值循環模型。第二、在 實務層面上提供高端餐飲品牌可操作的設計框架，作為策展與顧客經營的策略依 據。第三、在文化層面上透過永續飲食與在地食材的應用，展現餐廳作為文化傳 遞與情感連結媒介的可能性。

This study centers on the theme of Flavor Experience Design as a Strategy for Brand Curation, exploring how fine-dining brands can construct enduring brand value through sensory experience, emotional design, and culture storytelling. As the experience economy matures and contemporary consumer values evolve, dining has evolved beyond the pursuit of taste alone. It now embodies an integrated experience that fuses sensory interaction, emotional resonance, and cultural memory. Using S Restaurant as a case study, this research analyzes how the brand transforms dining into a curated sensory journey through its design logic of “Five Sense Rhythm × Flavor Experience.”
The findings reveal that S Restaurant’s brand value does not arise from the rarity of ingredients or the display of culinary techniques, but rather from its profound understanding and response to customers’ emotional reactions. Through the orchestration of temperature, pacing, and sensory transitions—from tea to soup, main courses, and drinks—the restaurant guides customers through an emotional progression that culminates in memorable, reproducible feelings. The study proposes a Sensory Brand Value Circulation Model, positioning customers, employees, and the brand as interrelated actors within a dynamic emotional network. This model illustrates that the competitive advantage of fine dining no longer relies solely on cuisine or space design, but on the brand’s ability to make guests feel understood, moved, and remembered.
The contributions of this study are threefold. First, on the theoretical level, it bridges a gap in experiential marketing research by integrating “flavor rhythm” and “sensory- emotional interaction” into a unified framework for brand value creation. Second, on the practical level, it provides an actionable design model for fine-dining brands seeking to translate sensory and emotional experiences into strategic brand value. Third, on the cultural level, it highlights how sustainable dining practices and the use of local ingredients can transform gastronomy into a medium of cultural transmission and emotional connection.

邱志聖(2020)。《策略行銷分析》。台北市:華泰文化。
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