弥合奢侈品与可负担性的差距：探索新兴服务市场的大规模营销：以孟加拉国为例

IF 1.8 Q2 PUBLIC ADMINISTRATION

Journal of Public Affairs Pub Date : 2025-09-25 DOI:10.1002/pa.70079

Emon Kalyan Chowdhury, Robaka Shamsher

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引用次数: 0

摘要

本研究探讨了孟加拉国服务行业大规模营销的兴起现象。通过分析消费者行为、商业策略和市场动态，本研究旨在了解以可承受的价格提供优质服务的影响。一项针对353名受访者的调查，结合严格的数据分析，揭示了大众对当地企业、消费者观念和整体行业增长的积极影响。然而，定价策略、品牌定位和竞争等挑战依然存在。这项研究有助于扩大大众营销的研究范围，特别是在新兴经济体，并为企业、政策制定者和学者提供有价值的见解。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

Bridging the Luxury-Affordability Gap: Exploring Masstige Marketing in Emerging Service Markets: A Case Study in Bangladesh

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Bridging the Luxury-Affordability Gap: Exploring Masstige Marketing in Emerging Service Markets: A Case Study in Bangladesh

This study explores the rising phenomenon of masstige marketing in the service industry in Bangladesh. By analyzing consumer behavior, business strategies, and market dynamics, this research aims to understand the impact of offering premium-quality services at affordable prices. A survey of 353 respondents, combined with rigorous data analysis, revealed the positive effects of masstige on local businesses, consumer perceptions, and overall industry growth. However, challenges such as pricing strategies, brand positioning, and competition persist. This study contributes to the expanding body of research on masstige marketing, particularly in emerging economies, and provides valuable insights for businesses, policymakers, and scholars.

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来源期刊

Journal of Public Affairs PUBLIC ADMINISTRATION-

CiteScore

7.10

自引率

3.80%

发文量

期刊介绍： The Journal of Public Affairs provides an international forum for refereed papers, case studies and reviews on the latest developments, practice and thinking in government relations, public affairs, and political marketing. The Journal is guided by the twin objectives of publishing submissions of the utmost relevance to the day-to-day practice of communication specialists, and promoting the highest standards of intellectual rigour.