Smell is a feeling. It involves two sensory systems, namely olfactory nervous system and nasal trigeminal nervous system. Smell and taste will merge and interact. Smell is the premise of pheromone communication. Smell is a sense of distance, even if it is a sense of chemical stimulation separated by a long distance. In contrast, taste is a sense of proximity. The olfactory receptors of vertebrates are usually located in the olfactory epithelium composed of supporting cells, olfactory cells and basal cells in the nasal cavity. In the olfactory epithelium, the axons of olfactory cells form olfactory nerves. The olfactory tract is spherical and located below the frontal lobe of each hemisphere; Olfactory nerve enters olfactory bulb. Olfactory bulb and telencephalon are olfactory centers. As far as insects are concerned, their antennae have olfactory hairs. External odor molecules contact olfactory receptors, triggering a series of enzyme cascade reactions to achieve conduction. Interestingly, male silkworms can only smell the pheromones of female silkworms. But it is quite sensitive, as long as a pheromone molecule can cause its nerve impulse. Olfactory cells of olfactory receptors exist in the yellowish olfactory epithelium at the top of nasal cavity, and their position is not the channel for breathing gas circulation, but the bulge of turbinate. Smelly air can only contact the olfactory receptor with vortex airflow, so turbinate hypertrophy caused by chronic rhinitis often affects the airflow to contact the olfactory receptor, leading to olfactory dysfunction. Smell is produced by the action of material particles emitted by objects in the air on sensory cells on the nasal cavity. There is olfactory epithelium in the upper nasal passage, and the olfactory cells in the olfactory epithelium are the peripheral receptors of the olfactory organs. The mucous membrane surface of olfactory cells has cilia, which can contact with odorous substances. The inner end of each olfactory cell continues to become a nerve fiber, and the cortical part of the olfactory analyzer is located in the frontal lobe area. The irritant of smell must be gaseous substances, and only molecules of volatile odorous substances can become irritants of olfactory cells. People's sense of smell is very sensitive, which is usually measured by the olfactory threshold. The so-called olfactory threshold is the minimum concentration of odorous substances that can cause sense of smell. When the smell of artificial musk is used to measure human olfactory group, it can be smelled when one liter of air contains 5E- 10 mg of musk. When mercaptan is used, people can smell it in such a small amount of 4E- 10 mg. Different people have great differences in olfactory sensitivity to the same odor substance, and some people even lack the olfactory ability of ordinary people. We usually call it olfactory blindness. Even the same person, under different circumstances, the sense of smell will be very different. For example, some diseases have a great influence on the sense of smell, and colds and rhinitis will reduce the sensitivity of the sense of smell. The obvious changes of temperature, humidity and air pressure in the environment also have great influence on the sensitivity of smell. Smell is not as easy to classify as other senses. When explaining the sense of smell, it is still named after things that produce smells, such as rose fragrance, meat fragrance, rancidity and so on. When several different smells are mixed together and act on the olfactory receptor at the same time, different situations can be produced. One is to produce a new smell, the other is to replace or cover up another smell, and it may also produce odor neutralization. The mixed smell will not cause smell at all. Taste and smell organs are two entrances and exits for our body to communicate with the external environment. Therefore, they shoulder certain vigilance tasks. People's keen sense of smell can prevent harmful gases from entering the body (gas bombs, liquefied petroleum gas in war, etc.). ) In terms of nutrition, according to the analysis activities of the analyzer and the coordination activities of smell and taste, people's reactions to different foods are different. In the case of hearing and vision impairment, smell is of great significance as a distance analyzer. Blind and deaf people use their sense of smell just as normal people use their sight and hearing. They often know things according to the smell, understand the surrounding environment and determine their own direction of action. The olfactory organ consists of left and right nasal cavities, which communicate with the outside world through nostrils, with a nasal septum in the middle, and the mucosa on the surface of the nasal septum is connected with the mucosa covering the whole nasal cavity. The role of smell is to make people feel different smells. The olfactory epithelium is surrounded by Herr's cells, which are the olfactory center. Hull cells are surrounded by supporting cells of nasal mucosa. Hultser cells are bipolar cells with two cytoplasmic extensions: dendrites and axons. Dendrites are composed of cylindrical parts and mucosal buds with olfactory cilia, which constitute the starting point of smell. Dendrites will penetrate into supporting cells and reach the surface of nasal mucosa, while axons will pass through ethmoid sinus plate and go to the brain. The inhaled air contains some substances that can cause the sense of smell, which pass through the nasal mucosa to reach the epithelial tissue and contact with the olfactory cilia; Olfactory cilia can stimulate the cell membrane of mucosal buds, that is, the end of cytoplasm extension, and transmit this olfactory stimulation to the cytoplasm of Sheryl cells. Substances that can cause the sense of smell need to meet the following conditions:-volatile-soluble in water-soluble in oil. At present, the operation of olfactory function can not be explained clearly. The popular saying is that there are some pits on the olfactory cell membrane. When the smell of a substance enters any pit, the structure of cell membrane will change, and this change is the beginning of olfactory perception. Each olfactory cell contains an olfactory receptor; There are seven kinds of olfactory receptors in the human body, each of which is responsible for the perception of different smells. The ancients said: When you enter the room of Lan Zhi, you don't smell its fragrance for a long time; If you enter abalone, you won't smell it for a long time. When we stay in a place with a special smell for a long time, we will completely adapt to the smell and feel nothing. This phenomenon is called olfactory organ adaptation, which is controlled by olfactory cells of nasal mucosa and central nervous system. The sense of smell is received by the olfactory cilia located at the end of the dendrites of olfactory cells, and then transmitted to the cytoplasm, and then reached the output extension of neurons-axons. Axons will pass through the sieve plate and meet with two olfactory bulbs on the lower side of the forebrain, which are connected with the brain through olfactory feet; It is here that the olfactory nerve begins to branch and distribute to the inner olfactory center and the outer olfactory center until it reaches the olfactory region of the brain. There are also many tissues involved in olfactory perception, which are connected with the olfactory center of the brain through nerve fibers. In addition to the perception of smell, the olfactory organ will also feel the taste. When the nasal mucosa temporarily loses its sense of smell due to a cold, the human body's perception of food taste is weaker than usual; When people choose their favorite dishes from a full table, the flavor of the dishes is often one of the basic factors that affect people's choice. For a long time, the sense of smell has been the most mysterious thing in all our senses. We still don't know the basic principle of recognizing and remembering about 1 10,000 different smells. However, RichardAxel and Linda B. Buck, winners of the American Nobel Prize in Physiology or Medicine in 2004, solved this problem, and their series of groundbreaking studies clarified how our olfactory system works. The two winners jointly published a basic paper in 199 1, announcing that they have discovered a large family of odorant receptor genes (accounting for 3% of our total genes), including about 1000 different genes, which constitute the same number of olfactory receptor types, and these receptors are located in olfactory receptor cells. Each olfactory receptor cell has only one type of odor receptor, and each receptor can detect a limited number of odor substances. Therefore, olfactory receptors are highly specific to certain smells. Although there are only about 1000 kinds of odor receptors, they can produce a large number of combinations, thus forming a large number of odor recognition patterns, which is also the basis for humans and animals to distinguish and remember different odors. When the olfactory system works, olfactory receptor cells will send nerve fiber information to olfactory bulbs. There are about 2000 olfactory bulbs, and the number of olfactory bulbs is about twice that of olfactory receptor cells. The olfactory bulb is very specialized, and the receptor cells carrying the same receptor gather their nerve fibers into the same olfactory bulb, that is, the information from the same receptor cells gathers into the same olfactory bulb. Then the olfactory bulb activates the nerve cells of mitral valve cells. Each mitral valve cell can only be activated by one olfactory bulb, so the "specificity" of information flow is preserved. Then, mitral valve cells transmit signals to other parts of the brain. As a result, information from various odor receptors is integrated into the "characteristic pattern" of each odor, so that we can feel the recognized odor freely. [Edit this paragraph] Fragrance marketing Fragrance marketing is a new marketing method different from traditional vision and hearing. It digs out the sense of smell of human body and makes people feel comfortable or excited and happy through the sense of smell. Combined with vision and hearing, the service level will be rapidly improved. Fragrance marketing is not only the promotion of hard power, but also the strengthening of soft power. Women use perfume to highlight their charm, and businesses use perfume to highlight their brands and services. This method is becoming more and more popular and rapidly popularized all over the world. Perfume marketing began to flourish in developed countries in Europe and America at the end of last century and entered a period of rapid development around 2005. Now it is mature and has been accepted by people like visual and auditory marketing. China's fragrance marketing also appeared earlier. In 2008, Jinan Jiayi Essence Co., Ltd. was established to engage in essence marketing services. In the process of learning from the western experience and exploring by myself, I also grew up quickly. SCENTYS in France, SCENTCOMMUNICATION in Germany, Scent-E in ATMOSFERA in Australia and SCENT-E in China are divided into project perfume marketing and environmental perfume marketing. Product fragrance marketing is more common in the marketing method of perfuming products to attract customers, such as clothing size. Environmental fragrance marketing is to add special fragrance to the air of space environment to make people feel happy. This marketing method is more common in entertainment and leisure service places, such as hotels, clubs, high-end restaurants, bank lobbies, high-end shopping malls, airport lounges and so on. Of course, many high-end office buildings and houses are also used. Generally speaking, fragrance marketing refers to the latter, because the latter can improve the software and hardware facilities of service providers to improve the brand level and attract customers with low cost and small workload. The former only improves the attractiveness of goods, and the workload of perfuming is too great, and the cost is greater than the latter, but the impact is not great. SCENT-E-e is a new company established by former Jinan Jiayi Spice Co., Ltd. for going to South China and foreign markets. Full name of Guangzhou Fragrance -e Trading Co., Ltd., Fragrance -E-E started earlier in China, mainly engaged in environmental fragrance marketing business, and it is also the only company engaged in environmental fragrance service in China. Actively cooperate with famous foreign counterparts and independently produce thousands of flavors and fragrances, which basically meet the needs of society. Patented perfuming equipment with independent intellectual property rights can atomize essence and sesame oil into nanoparticles without heating, changing the properties of essence and essential oil and not sticking.