为什么喜茶门店总有一股“神秘气味”？
鐏�垎灏忕孩涔︾殑棣欐皼绔熺劧鏉ヨ嚜濂惰尪搴楋紵
杩戞棩锛屽枩鑼堕棬搴楃殑鑼堕�鍛冲湪绀句氦濯掍綋涓婂紩璧疯�璁猴紝鏈夌粏鑺傛帶缃戝弸鍙戠幇锛屼笉浠呬笉鍚屽枩鑼堕棬搴楃殑棣欏懗鍑哄�涓€鑷达紝灏辫繛澶栧崠琚嬫墦寮€涔熸槸娓呴�鎵戦蓟銆�
鍥炬簮锛氬皬绾�功@momo锛堝凡鎺堟潈锛�
涓€鏃堕棿锛屾眰鍠滆尪闂ㄥ簵鍚屾�棣欐皼鎴愪簡灏忕孩涔︾儹闂ㄨ瘽棰樸€�
鍥炬簮锛氬皬绾�功@閮戜箣妗冩� 锛堝凡鎺堟潈锛�
鏈夌綉鍙嬭皟渚冿紝涓€杩涘湴閾佸氨鏈夆€渟ubway鈥濓紝涓€杩涘枩鑼跺氨鏈変竴鑲″枩鑼跺懗銆�
鍙�瘽鍙堣�鍥炴潵锛岃繖鈥滃枩鑼跺懗鈥濆埌搴曟槸浠€涔堝懗锛�
姣忎釜鍝佺墝閮芥湁鑷�繁鐨勫懗閬擄紵
鑰佽瘽鎬昏�锛岄厭棣欎笉鎬曞贩瀛愭繁銆�
鍙�埌鐜板湪锛岄�鐨勪笉浠呮槸閰掍簡銆備粠鑼堕ギ鍜栧暋锛屽埌鏈嶈�锛屽啀鍒伴厭搴楋紝鐢氳嚦杩�＋灏间箰鍥�兘鏈夎嚜宸辩殑涓撳睘姘斿懗銆�
鑼堕ギ鍝佺墝閲岋紝鍠滆尪闂ㄥ簵鐨勯�鍛虫竻鏂版贰闆咃紝鍠滆尪鍛婅瘔鏈夋剰鎬濇姤鍛婏紝闂ㄥ簵绌洪棿浣跨敤浜嗗畾鍒剁殑棣欐皼锛岃�棣欐皼浠ュ枩鑼剁粡鍏哥豢濡嶄负鐏垫劅锛屼互鑼夎帀鑺辫尪涓哄熀璋冿紝鍚屾椂鍦ㄦ瘡瀹堕棬搴楀唴璁剧疆棣欐皼鏈猴紝鍙�互灏嗗畾鍒堕�姘涚ǔ瀹氬潎鍖€鍦版墿鏁ｃ€傚皬绾�功涓婁篃鏈夌綉鍙嬫檼鍑猴紝鍠滆尪鍛樺伐灞曠ず鐨勯棬搴楅�姘涖€�
鍥炬簮锛氬皬绾�功@濯涘瓙 锛堝凡鎺堟潈锛�
褰撶劧锛屽搧鐗岀殑棣欏懗锛屽彲涓嶄粎浠呭彧鍦ㄨ尪楗�棬搴楁湁锛屽晢鍦虹殑绌烘皵浼间箮涔熻嚜甯﹂�姘斻€傚崕娑︽棗涓嬪叏鍥借繛閿佽喘鐗╀腑蹇冨搧鐗屼竾璞″煄鏇捐〃绀猴紝鍦ㄥ晢鍦轰腑缁熶竴浣跨敤浜嗙敱鎰忓ぇ鍒╄皟棣欏笀瀹氬埗鐨勯�鍛筹紝浠ユ墦閫犲搧鐗岀殑鍡呰�IP锛岄【瀹㈠湪鍟嗗満婧滆揪涓€澶╋紝棣欏懗鐨勫墠涓�悗璋冮兘涓嶄竴鏍枫€�
鍥炬簮锛氬皬绾�功@澶╂触涓囪薄鍩�
鍟嗗満鍐呴儴锛屾湇瑁呴棬搴楃殑棣欏懗涔熸湁涓撳睘瀹氬埗銆傚�Abercrombie&Fitch鍦ㄥ悇鍦扮殑闂ㄥ簵閮藉厖鐩堢潃妾€棣欏拰楹濋�鏈ㄨ川棣欒皟鐨勮瀺鍚堥�姘斻€傚搧鐗屽ぉ鐚�畼鏂规棗鑸板簵瀹㈡湇鍛婅瘔鏈夋剰鎬濇姤鍛婏紝闂ㄥ簵棣欐皼鍛抽亾涓庡搧鐗岀粡鍏搁�姘碅F Fierce鍙ら緳棣欐按棣欎竴鑷淬€�
鍥炬簮锛氬皬绾�功@A&F澶╂触鍗楀紑澶ф偊鍩�
CharlesKeith闂ㄥ簵涔熸浘琛ㄧず锛岃�鍝佺墝鏈変笓灞炵殑瀹氬埗棣欐皼銆�
鍥炬簮锛氬皬绾�功@CharlesKeith寰愬窞閲戦拱搴�
褰撶劧锛岃�璧蜂笓灞為�鍛筹紝鎬庝箞鑳藉皯寰椾簡閰掑簵鍝佺墝鍛€€�
姣忎釜閰掑簵閮芥湁鑷�繁鐙�壒鐨勯�鍛筹紝杩欎竴鐐硅�澶氱粡甯稿嚭宸�殑鎵撳伐浜洪兘娣辨湁浣撲細銆�
鍥炬簮锛氬皬绾�功@momo锛堝凡鎺堟潈锛�
鍗庝綇闆嗗洟棣欐皼椤圭洰鐩稿叧浜哄憳鍦ㄦ帴鍙椻€滆储缁忔秱楦︹€濋噰璁挎椂浠嬬粛锛屾眽搴�敤鐨勬槸鏌犳�椹�灜鑽夐�钖帮紝鑺遍棿鍫備娇鐢ㄢ€滀竾鐗╃伒鎰熲€濈殑澧ㄩ�棣欐皼锛屽叏瀛ｄ娇鐢ㄤ互瑗挎箹榫欎簳缁挎竻棣欎负涓荤殑鈥滅�鑼堕�姘涒€濓紝閰嶅悎鎵╅�鏈恒€佹墿棣欑摱浣跨敤銆傛�瀛愰厭搴楀垯浠庡ぇ鍫傚埌鎴块棿閮介�鏁ｇ潃鐢滆€屼笉鑵荤殑姗樺瓙棣欍€�
鍏ㄥ�鎵╅�鐡讹綔鍥炬簮锛氬崕浣忎細
灏辫繛鈥滀笘鐣屼笂鏈€蹇�箰鐨勫湴鏂光€濊开澹�凹锛屼篃鐢宠�浜嗗悕涓衡€淪mellitze锛堥�鍛冲彂鐢熷櫒锛夆€濈殑涓撳埄锛屾嵁鎻忚堪锛岃�璁剧疆鍙�互閰嶅悎娓告垙鍦烘櫙锛屽皢瀵瑰簲鐨勯�姘斿悜娓稿�缇や綋浼犳挱锛屼互甯︽潵娌夋蹈寮忎綋楠屾劅銆�
杩�＋灏奸�鍛冲彂鐢熷櫒涓撳埄鍥撅綔鍥炬簮锛氬弬鑰冩枃鐚甗3]
缁嗘暟涓嬫潵锛屽緢澶氬搧鐗岄兘鏈夎嚜宸辩殑涓撳睘棣欏懗锛屾瘡涓�搧鐗岀殑棣欏懗鍙堜笉鍚屻€�
鍝佺墝浠�负浠€涔堣�璁剧疆涓撳睘鐨勫懗閬擄紵
鍙椾汉绫昏韩浣撴満鍒跺奖鍝嶏紝鎴戜滑瀵归�鍛虫湰韬�氨鍗佸垎鏁忔劅銆�
鐩告瘮鍚��銆佽�瑙夌瓑鍏朵粬鎰熻�锛屽梾瑙夋槸鏈€鐗瑰埆鐨勪竴涓�€傛�姹夊ぇ瀛︾敓鍛界�瀛﹀�闄㈢粏鑳炰笌鍙戣偛鐢熺墿瀛︾郴鏁欐巿濮氶暅鍦ㄣ€婃墤榧婚�鍛筹紝骞堕潪閮芥潵鑷��鐗╂湰韬�€嬩竴鏂囦腑瑙ｉ噴閬擄紝鈥滃梾瑙夊彈浣撴湁涓€涓�簽澶х殑鍩哄洜瀹舵棌锛屾€婚噺鍙�揪1000涓�乏鍙筹紝绾﹀崰浜轰綋鍩哄洜鐨�3%銆傛暟浠ヤ竾璁＄殑姘斾綋鍒嗗瓙鍙�互鍜屾暟閲忓�姝や箣澶氱殑鍡呰�鍙椾綋鐩哥粨鍚堬紝浣挎垜浠��鍡呰�鐨勮鲸璁よ繙瓒呭叾浠栨劅瑙夈€傗€�
鍏舵�锛岄€傚疁鐨勬皵鍛宠兘璁╂秷璐硅€呮劅鍒拌韩蹇冩剦鎮︺€�
妞嶇墿绮炬补鎶よ偆鍝佺墝鈥滄殩鏍戔€濈殑鑺崇枟甯堝┓濠峰憡璇夋湁鎰忔€濇姤鍛婏紝涓€鏂归潰锛岄�姘斿彲浠ュ奖鍝嶄汉鐨勬儏缁�紝灏ゅ叾鏄�潵鑷��鐗╃殑澶╃劧棣欐皵锛屾洿鑳藉甫鏉ョН鏋佺殑鎯呯华銆傚�闂诲埌鑺遍�浼氭劅鍒板垢绂忥紝闂诲埌鏌犳�鐨勬灉棣欎細瑙夊緱鎰夋偊銆傚彟涓€鏂归潰锛岄�鍛充篃浼氱洿鎺ュ奖鍝嶈韩浣撴満鍒躲€傚�钖拌。鑽夌殑棣欐皵鍙�互瀹夋姎绁炵粡锛屽府鍔╂敼鍠勭潯鐪狅紱钁¤悇鏌氱殑棣欐皵鍙�互鎶戝埗椋熸�锛屽府鍔╁噺鑲ワ紱杩疯凯棣欑殑棣欐皵鍙�互甯�姪鎴戜滑闆嗕腑娉ㄦ剰鍔涳紝鎻愰珮瀛︿範鏁堢巼銆�
鑰屽搧鐗岄棬搴椾腑鐨勯�鍛冲ぇ澶氭帴杩戣尪棣欍€佹灉棣欍€佹�鐗╅�绛夛紝娑堣垂鑰呴椈鍒伴�鍛崇�娓呮皵鐖斤紝瀵归棬搴椼€佷骇鍝佺殑瑙傛劅鑷�劧涔熶細濂戒笂璁稿�銆�
瀵瑰晢瀹惰€岃█锛屽湪鐭�湡鍐咃紝鍚堥€傜殑棣欏懗鑳藉�淇冭繘閿€閲忔彁鍗囥€�
鍗庣洓椤垮窞绔嬪ぇ瀛﹀�鑰匛ric R. Spangenberg绛夐€氳繃鍦ㄤ竴瀹跺�灞呰�楗板簵涓�殑瀵规瘮瀹為獙鍙戠幇锛屽�浜庣畝鍗曢�鍛崇幆澧冧腑鐨勯【瀹㈠钩鍧囨秷璐归噾棰濅负40.9缇庡厓锛岃€屾棤棣欏懗鐜��涓�殑椤惧�骞冲潎娑堣垂閲戦�鍒欎负34.14缇庡厓銆傛秷璐硅€呭湪绠€鍗曢�鍛崇幆澧冧腑鐨勬秷璐归�鐩稿�鎻愬崌19.8%銆�
姘斿懗涓庢秷璐归噾棰濅箣闂寸殑鍏崇郴锝滃浘婧愶細鍙傝€冩枃鐚甗5]
浠庢洿闀胯繙鐨勮�瑙掔湅锛岄棬搴楅�鍛宠兘澧炲己娑堣垂鑰呭�鍝佺墝鐨勮�蹇嗗拰蹇犺瘹搴︺€�
鍠滆尪鍛婅瘔鏈夋剰鎬濇姤鍛婏紝鍦ㄩ棬搴楁斁缃��姘涳紝鍙�互涓虹敤鎴锋彁渚涗竴涓�劅瀹樻矇娴稿紡鐨勭┖闂寸幆澧冿紝瀹氬埗鐨勯�姘旇繛鎺ヤ簡鐢ㄦ埛鐨勬劅瀹橈紝钀ラ€犲嚭鍠滆尪涓撳睘鐨勫搧鐗屾皼鍥达紝涔熻兘鎻愬崌鐢ㄦ埛鍦ㄥ枩鑼堕棬搴楃┖闂村唴鐨勫搧鐗屼綋楠屻€�
杩欎竴璁捐�鑳屽悗锛屾�鏄�熀浜庢皵鍛冲�璁板繂鐨勬繁鍒诲奖鍝嶃€�
20涓栫邯锛屾硶鍥戒綔瀹堕┈灏斿�灏斅锋櫘椴佹柉鐗瑰湪鍏堕暱绡囧法钁椼€婅拷蹇嗕技姘村勾鍗庛€嬩腑鏇炬弿杩帮細褰撲綘闂诲埌涓€绉嶇壒瀹氭皵鍛虫椂锛屽氨浼氬拷鐒舵兂璧峰凡缁忛仐蹇樹簡鐨勫洖蹇嗭紝杩欑�鏁堝簲鍙戠敓鏃跺洖蹇嗚捣鐨勫満鏅�線寰€鏋佸叾鐢熷姩褰㈣薄锛岃€屼笖楗卞惈鎯呮劅銆傞殢鐫€鍡呰�涓庤�蹇嗙郴缁熷叧绯荤爺绌剁殑澧炲�锛岃繖绉嶆満鍒朵篃琚��鎷�负鈥滄櫘椴佹柉鐗规晥搴斺€濄€�
濮氶暅涔熻〃绀猴紝鈥滀汉鑳藉�璁颁綇鎵€闂昏繃涓滆タ鐨�35%锛岃€屼粎鑳借�浣忔墍鐪嬭繃鐨�5%銆佸惉杩囩殑2%銆佽Е鎽歌繃鐨�1%銆傗€�
鐟炲吀鍗＄綏鏋楁柉鍗″尰瀛﹂櫌涓村簥绁炵粡绉戝�绯荤爺绌跺憳Artin Arshamian 鍗氬＋閫氳繃瀵规瘮瀹為獙涔熻瘉鏄庝簡杩欎竴瑙傜偣锛屽疄楠屽彂鐜帮紝姘斿懗姣旀枃瀛楁洿瀹规槗鍞よ捣浜虹殑璁板繂锛岃€屼笖鍥炲繂鐨勬儏缁�己搴︺€佹剦鎮︽劅鍜屸€滀豢浣涢噸鍥炲綋鏃跺満鏅�€濈殑浠ｅ叆鎰熻瘎鍒嗛兘鏄庢樉鏇撮珮銆�
鍥炬簮锛氬弬鑰冩枃鐚甗7]
鎹㈠彞璇濊�锛屾皵鍛冲敜閱掔殑璁板繂涓嶄粎鏇寸敓鍔�紝涔熸洿瀹规槗瑙﹀姩浜哄績銆�
灏卞儚璧板湪璺�笂锛岄椈鍒版偿鍦熷拰闈掕崏鐨勬皵鎭�紝灏变細鎯宠捣鏄ュぉ涓€鏍枫€傚搧鐗岄棬搴椼€侀厭搴楀拰涔愬洯涓�殑姘斿懗锛屽紑杈熶簡瑙嗚�銆佸惉瑙夌含搴︿箣澶栵紝鍡呰�绾�害瀵瑰搧鐗岀殑璁板繂锛屼粠鑰岃�鎴戜滑瀵瑰搧鐗岀殑鎰熺煡鏇寸珛浣撱€傚綋鎴戜滑鍐嶆�闂诲埌绫讳技鐨勬皵鍛虫椂锛屽氨浼氭兂璧峰�搴旂殑鍝佺墝銆�
灏卞�澶氬勾鍓嶇殑Tiffany钃濄€佺埍椹�粫姗欎竴鏍凤紝闂ㄥ簵棣欏懗涔熸湁鍙�兘鎴愪负鍝佺墝鐨勪笓灞炲嵃璁般€�
鍙傝€冩枃鐚�
[1] 缇婂煄鏅氭姤閲戠緤缃戯細搴楀唴鑼堕�鎵戦蓟绯诲洜浣跨敤棣欒柊锛熷枩鑼跺叾瀹炴病閭ｄ箞鈥滈�鈥�.
[2]Schultz, H., & Gordon, J. (2011). Onward: How Starbucks fought for its life without losing its soul. Rodale Books.
[3]Sumner, M. W. (2002).Amusement apparatus and method(U.S. Patent No. 6,354,954 B1). United States Patent and Trademark Office.https://patents.google.com/patent/US6354954
[4] 璐㈢粡娑傞甫锛氬崕浣忔棗涓嬮厭搴楃殑鍛抽亾鏍囩�锛氬湪绾夸笅娑堣垂鍦烘櫙涓�紝濡備綍閫氳繃銆屽梾瑙夈€嶆彁鍗囩敤鎴蜂綋楠�.
[5]Spangenberg, E. R., Sprott, D. E., Grohmann, B., & Tracy, D. L. (2013). The power of simplicity: Processing fluency and the effects of olfactory cues on retail sales. Journal of Retailing, 89(1), 30鈥�43.
[6]绗�竴璐㈢粡鍟嗕笟鏁版嵁涓�績锛屽ぉ鐚�. (2024). 2023 棣欐按棣欐皼娑堣垂鑰呮礊瀵熺櫧鐨�功.
[7]Arshamian, A., Iannilli, E., Gerber, J. C., Willander, J., Persson, J., & Lundstr枚m, J. N.(2013). The functional neuroanatomy of odor-evoked autobiographical memories. Cerebral Cortex, 23(10), 2442鈥�2452.
浣滆€咃細杈涙枃鏄�
缂栬緫锛氱敯绾宠タ