关键词: 经济理性, 品牌危机, 社会失范, 因果规律

Abstract: Focusing on getting the best deal with speculative intention under the brand crisis, this paper studies the social anomie caused by economic rationality.  Taking the Guoxiaoyun event happened on Tmall platform as example, this paper adopts the research method of grounded theory.  Through sorting out and analyzing 413 posts and 9195 comments on more than 5 websites, and applying the theory of social norms, we conclude that the social anomie caused by people's rational behavior in pursuit of economic benefits, mainly embodied in internal control and external control.  The study finds that the internal control anomie mainly includes anomies of human morality and business ethics; external control anomie mainly includes industry anomies of rules and legal system.  When economic rational behavior breaks through social norms, people's thinking begins to shift from the perspective of norms to the perspective of laws, people believe that the macroscopic causal laws will restrict and limit them to a certain extent.  The conclusion of this study can not only supplement the relative theories of brand crisis and its governance, but also provide comprehensive and systematic guidances for the macro management of getting the best deal with speculative intention in the context of brand crisis.

Key words: economic rationality,  , brand crisis,  , social anomie,  , law of causality