口红效应ppt 经济学

According to the opportunity,we can get these conclusions. • The market demand for a specific product is determinded by income.When people get low income ,the lipstick effect becomes hot. • Consumers are willing to buy larger quantities of a good only at lower prices.With given income,taste,expectations,and prices of other goods and services,people are willing to buy additional quantities of a good only if its price falls.
Opportunity
Lipstick effect is a kind of mentality of consumption,which created culture production. To the consumers of enjoyment of culture,aside from lipstick effect and the law that content is king and service is important，when economic situation becomes bad, people will be stress.They need something to relax to relieve pressure.So the enjoyment places which are not so expensive place are very popular.
From those cases,we can see that during the recession, people's income and expectations of the future will be reduced, at this time,the first cut is the Consumption of Commodities. Such as buying a house, a car, travel abroad and so on .In this way, there may be more money than normal times ,just go to buy some cheap but unnecessary things, to stimulate the consumption of these cheap commodities rise. people choose goods like lipsticks to enrich their consumption psychology. And in the book of essentials of economics(p64),we know the market demand for a good is simply the sum of all individual consumer demand.Hence the market demand for a specific product is determined by • Taste • Income • Expectations • Other goods(their avilability and price) • The number of consumers in the market
WHEN WE MET IT
The world "lipstick effect" came from the 30s American.In the time of
The Great Depression(from 1929 to 1939 ),everything got a
shock.But except the industry of maquillages.It rose in an amazing speed.Each women also want to be a little bit beautiful under the recession.They didn't have much money ,and the lipsticks cost little,but useful.
Market


During the depression, the demand of luxury and high-grade products must decrease，but necessities don’t decrease. Market demand is determined by the number of potential buyers and their respective tastes，incomes，other goods，and expectations.
"lipstick effect".It means that people goes after the
cheap but useful goods.And this even makes another economic bandwagon.Why people do this ?And what it expresses in each country and time?Today we want to discuss it from the view of essentials of economics.
The determinants of demand do change,of course,particularly over time.accordingly,the demand schedule and curve remain unchanged only so long as the underlying determinants of demand remain constant. And the entir demand curve shifts to the right when taste increase.
TASTE
As in japan,the beauty mentality is very popular.Making up themselves is very important for the japanese women.Making up can not only improve one's appearance, but also can reflect one's selfcultivation and respect for others.So the cosmetics play an important role in interpersonal communication. However,Japanese women with melting and lovely style think bright lipstick color can instantly make them look better and vivid .Even can let the mood become clear.
It is a typical example of lipstick effect in modern times. When economic downturn is coming,clothing sales in Japan are not very popular.But the shops of mending clothes are very hot.Nowadays,these new patterns of sales and shopping are very popular.Originating in Japan,these became popular in Hongkong,China in land.
From the women's love to the world economy situation.We can see that women has influenced the w in the downturn,but the sales of lipsticks go up.Then people find this insteresting rule and called it
1929~1933 the unemployment rate in American
The global financical crisis in 2008 has brought market to the ‘lipstick’.The American media said that the sales of the lipsticks and the facial masks has been rising.However,the relax comsuption , such as doing hair and massage,is very popular.It presents a sharp contrast with other commodities and the downturn in sales of luxury goods .Several major global sales of cosmetics giant confirmed this view, including l 'oreal of France, Germany, byers dole, corporation and Japan shiseido company, etc.L 'oreal had a falling market growthof 5.3%in the first half of 2008 ."Lipstick effect" began to emerge, and the "lipstick effect" theory put forward in the 1930 ’s also appearance in the overseas media unceasingly.
From the next part we can learn more THE HISTORY OF LIPSTICK EFFECT
THE OPPORTUNITY OF MARKET INFLUENCE PREDICTION THE APPLICABLE CONDITIONS
As far back as 1930s,"Lipstick Effect ",the way of saying a thing has appeared.In one day ,a female typist of an office,because of the economic great depressing ,was fired.The day she was fired ,she came to the shop and bought two lipstick which she liked for a long time(that didn't make her life worse),and said,when I spread the morst lipstick on my lip,i felt more peaceful. When the economy is bad,the stress of life will increase.The heavy life need something easy to relax.So the things like lipstick which won't cost much,will be better.