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本文通过对航天礼品(模型)这一特殊文化产品的特性进行详细的分析,通过理论研究建立了对其满意度的结构方程模型。通过编写、下发调查问卷完成数据采集,以整理后的客观数据为基础完成了计算和分析。通过研究得出产品的品质是改善营销工作、提高产品使用效能和提高满意度的基础,营销工作可以促进客户对产品品质的认同以及对产品价值的感受水平,进而提高对产品和营销工作的满意度。
This article analyzes the characteristics of the special gift of aerospace gifts (models) in detail, and establishes the structural equation model of its satisfaction by theoretical research. Through compiling and issuing questionnaires to complete the data collection, the calculation and analysis were completed on the basis of the collated objective data. Through researching that the quality of products is the basis of improving marketing work, improving product using efficiency and improving satisfaction, marketing work can promote customers' recognition of product quality and perception of product value so as to improve their satisfaction with product and marketing work degree.