本文围绕品牌危机情境下的投机优惠抢购行为，对经济理性引发社会失范展开研究。 以天猫平台果小云事件为例，采用扎根理论方法，通过对5家以上网站上的413个帖子和9195条评论的整理和分析，结合社会规范理论，归纳出人们在追逐经济利益时的理性行为所引发的社会失范主要体现在内控和外控两个方面。 研究发现：内控失范主要包括人性道德层面的失范和企业伦理层面的失范；外控失范主要包括行业规则层面的失范和法律制度层面的失范。当经济理性趋利行为冲破社会规范时，人们的思维开始由规范角度转移到规律角度，认为宏观层面的因果规律将会对自己产生一定程度的约束和限制。 研究结论不仅能对品牌危机及其治理的相关理论做有益补充，还能为危机背景下投机优惠抢购行为的宏观治理提供全面、系统的指导意见。

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.