Study of Product Placement Marketing influencing factors based on AHP

摘要

Product Placement Marketing (abbreviated PPM) is favored by many of the enterprises. PPM effect is affected by a lot of factors, and different influencing factors take different effect. So how to finding out the critical factors and taking measures are the key points. This author of the paper list 5 groups 20 indexes of Product Placement Marketing, then, by quantitative analysis and using analytical hierarchy process (AHP), it measured the influencing factors and classified the 20 indexes into four groups based on the influence. Last, the establishment of AHP mode and determination of weighting of indexes in this paper makes the performance evaluation more practical.