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.

关键词： productplacementmarketing influencingfactor AHP

作者: Zhang Cuiying

作者单位: Department of Economic & Management Zhejiang Water Conservancy and Hydropower College, Hangzhou, China

会议类型: 国际会议

会议名称: 2011 International Conference on Business Management and Electronic Information(2011商业管理与电子信息国际学术会议 BMEI2011)

会议地点: 广州

会议语种:英文

页码: 1-4

在线出版日期: 2011-05-13（万方平台首次上网日期，不代表论文的发表时间）