美學經濟效果與馬斯洛需求階層理論之關係－以CHANEL品牌為例

強調美學的時代，消費者對於消費過程中的附加價值－美感享受及購物樂趣更加的重視。本研究著眼於當代消費文化所醞的美學，探討消費文化下的美學與經濟效果之關係；同時因為消費文化的影響下，設計已被置放於資本主義的操控中，已成為操控消費的心理手段。全球的經濟雖然進入了大家公認的M型社會，但所有各收入階層的消費者都希望更奢華。過往的炫耀式消費模式已轉變為新的體驗消費模式，炫耀式消費藉由商品吸引有地位有名望的消費者，但體驗式消費則注重消費者感受的奢華體驗。所以，不論是M型社會的右端或左端，奢華需求已成為泛大衆的文化之一。本研究同時藉由探討CHANEL的企業經營與馬斯洛需求階層理論之關連性，一窺現代消費文化，也進一步探討心理層面與企業經營之關係。品牌的獨創美學，讓企業能提供消費者感官、心理依戀與聯想的特殊體驗時，一種在美學上具有吸引力的識別，便可讓高昂的價位成為可能。只要能加入美學成份，運用美學創造形象、感知的方式與内容，既可滿足顧客的心理層面價值，即能捉住美學與經濟效果的精髓。

關鍵字

美學；經濟效果；馬斯洛

並列摘要

In the generation which emphasizes the idea of 'Aesthetics', more consumers become concerned about how they can obtain additional values. Furthermore, due to the 'Consumer Culture', the idea of 'Design', which is influenced by Capitalism, has become an approach which can affect the consumer's opinions and behaviour in his/her shopping . The two research purposes of this study are to: (1) clarify the correlation between Consumer Culture, Aesthetic and Economic Effect, (2) analyze the business development of CHANEL under Maslow's 'Need-hierarchy theory'. Two findings have been made in this research: (1) all people, no matter what level of the M-shaped society they are, desire 'Luxury'. A new consumption model, called the 'Experiential Consumption', can strengthen the consumers' of luxury impressions; (2) with its unique aesthetic character, CHANEL has provided consumers with an impressive experience, which is based on his/her emotional and psychological dependence. And this attractive aspect of aesthetics would possibly help the CHANEL product keep its high-price level brand.