在講究物質享受的年代，很多人對名牌商品趨之若鶩，近年來各行各業始終強調品牌的建立與行銷，品牌是企業塑造形象、知名度和美譽度的基石，在產品同質化的今天，為企業和產品賦予個性、文化等許多特殊的意義，人人都希望滿足自己的消費慾，大量的廣告與行銷因而造就了許多名牌，但形成名牌的過程是否都是經由行銷而產生？消費者是否透過媒體的感染引發消費行為？還是有無法預料的意外？ 本論文從名牌的消費出發，觀察研究對象擴展到名牌之外的『跟風消費』、『排隊消費』等行為，探討供需過程中的突變現象：(1)現今群聚現象是否有行銷上的規律？(2)某些群眾狂熱是否是行銷的意外？論文比對行銷手法與『熱銷傳奇』是否有絕對關係。 本論文並探討名牌與傳奇性所形成的體驗經濟學，探討品牌如何成為名牌的消費心理和社會現象，藉『名牌效應』及『行銷意外』分析當代社會與經濟裡的美學需求和形成過程，在消費至上的時代，消費是直接而積極地排遣寂寥、抑制消極感和克服被動感的行動，消費成為一種行動，從諸多現象看來，越來越多的消費者不再只是消費者，而同時是開發者、探索者和鑑賞家，他們時時在點燃行銷意外。 In the time of striving for better quality, people are drawn by products of many famous brands. Recently every business had emphasis on the establishment of its label and the marketing. The Labeling is the base of each firm to build its image and its reputation, which has given the firm and its products personalities, cultural characteristics and other meanings. Huge amount of advertisements and marketing procedures had made many famous brands. We want to know that: Does every brand come from marketing?! Does the consumer activate his consumption action by the media?! Or if there any unexpected incident?! This article is based on the consumption of famous brand goods, by observing the behaviors of our objects such as ＂follow-up purchase＂ and ＂line-up purchase＂, to discuss the sudden changing of demand-supply process: a. if there's any rule in marketing? B. Is it a marketing incident that people are crazy for certain product? This article compares the marketing technique and the sales legend to see if there's any corresponding relation. This article also discusses the experience-economy formed by label and its legacy, how the label becomes famous brand and its consumption psychology social phenomenon. And to analysis the process of demanding and needing for esthetics in modern society and economy by discuss the ＂label effect＂ and ＂marketing incident＂.
