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CONSUMERS&BRANDSOnline
ticket
booking:
ScoreBigusers
in
the
United
StatesConsumer
InsightsSeptember2023Consumer
Insights
GlobalsurveyIntroductionReport
overviewGlobalsurveymethodology(1)Design:OnlineSurvey,
splitquestionnaire
designThisreport
offers
thereader
acomprehensiveoverview
ofScoreBig
usersintheUnitedStates:
whothey
are;
what
theylike;
whatthey
think;
andhow
toreach
them.
Itprovides
insights
on
theirdemographics,
lifestyle,
opinions,andmarketingtouchpoints.Duration:
approx.
15
minutesLanguage:
official
language(s)
ofeach
country
withAmerican
Englishoffered
asanalternativeRegion:
56countriesAdditionally,thereport
allows
thereader
tobenchmark
ScoreBig
users
in
theUnitedStates(’’brandusers’’)
againstU.S.
onlineticket
bookers
ingeneral(’’category
users’’),
and
theoverall
U.S.
onliner,
labelled
•
2,000+
forthebasicsurveyas’’all
respondents’’
inthecharts.Numberof
respondents:•
12,000+
forcountries
with
theextended
survey(including
theUnited
States)Sample:
Internet
users,
aged18–64,quotasset
ongender
and
ageThereport
isupdatedquarterly
andisbased
on
datafrom
the
Consumer
InsightsGlobal
survey,
aninternational
survey
thatcovers
more
than15,000brandsacross
56
countries.Fieldwork:•
Continuousfrom
JanuarytoDecember•
Countries
thatreceive
theextended
survey
areupdatedfourtimesayear2Notes:(1):
Seethe
full
methodology
foradetailed
overviewofthe
study
designConsumer
Insights
Global
as
of
September
2023Sources:CHAPTER
01Management
summary•
Brand
usage•
Key
insightsScoreBig
ranks
outside
the
top
10
of
most
used
ticket
portals
in
the
U.S.Management
summary:
brandusageand
competitionTop10
most
used
ticketportals
intheU.S.TicketmasterStubHub60%31%30%EventbriteEvent
TicketsCenterACE
Ticket24%21%21%SeatGeekGold
CoastTicketsRose
QuarterVivid
Seats17%16%15%14%RazorGator4Notes:"Which
ofthese
online
providershave
you
bought
event
tickets
from(website
orapp)
in
the
past12
months?";
Multi
Pick;Base:n=944,
online
ticket
bookersConsumer
Insights
Global
as
of
September
2023Sources:ScoreBig
users
in
the
United
StatesManagement
summary:
key
insightsDemographic
profileConsumerlifestyleConsumerattitudesMarketing
touchpointsScoreBig
is
more
popularamongMillennials
thanother
ticket
portals.Success
and
career
advancement
arerelatively
important
to
ScoreBig
users.Itstands
out
that42%
ofScoreBig
usersareoften
unsatisfiedwith
services.ScoreBig
users
access
the
internet
viaasmartwatch
more
often
thantheaverage
onlineticket
booker.ScoreBig
is
more
popularamong
maleGaming
and
eSports
are
relatively49%
ofScoreBig
usersare
innovators
orearly
adoptersof
new
products.onlineticket
bookers
thanfemale
online
prevalent
interests
of
ScoreBig
users.ticket
bookers.Onsocial
media,
ScoreBig
users
interactwith
companies
more
often
than
otheronlineticket
bookers.Carsor
vehicles
are
relatively
popularhobbiesamong
ScoreBig
users.Arelatively
highshare
ofScoreBig
usersthink
thatterrorism
isanissuethatneeds
to
beaddressed.ScoreBig
hasalarger
share
ofuserswith
ahigh
income
than
other
ticketportals.ScoreBig
users
remember
seeing
adsoneditorial
websites
andapps
more
oftenthan
other
onlineticket
bookers.ScoreBig
users
aremore
likely
to
live
inmegacities
than
online
ticketbookers
ingeneral.5Sources:Consumer
Insights
Global
as
of
September
2023CHAPTER
02Demographic
profile•
Generations•
Gender•
Education•
Income•
Household
classification•
Typeofcommunity•
LGBTQ+ScoreBig
is
more
popular
among
Millennials
than
other
ticket
portalsDemographic
profile:
generationsAgeof
consumersintheU.S.Brand
users23%22%22%64%12%
0%Category
usersAllrespondents43%25%10%37%29%13%Generation
ZMillennialsGeneration
XBaby
Boomers7Notes:’’Howoldareyou?’’;
Single
Pick;"Which
ofthese
online
providershave
youbought
event
tickets
from(website
orapp)
in
the
past12
months?";
Multi
Pick;
Base:
n=129,
ScoreBigusers,n=944,
online
ticket
bookers,n=60072,all
respondentsSources:Consumer
Insights
Global
as
of
September
2023ScoreBig
is
more
popular
among
male
online
ticket
bookers
than
female
onlineticket
bookersDemographic
profile:
genderGenderofconsumersintheU.S.Brand
users71%29%Category
usersAllrespondents52%48%50%50%MaleFemale8Notes:’’Whatis
yourgender?’’;
Single
Pick;"Which
ofthese
online
providers
have
youbought
eventtickets
from
(website
orapp)
in
the
past
12
months?";
Multi
Pick;Base:n=129,
ScoreBigusers,n=944,
online
ticket
bookers,n=60072,
all
respondentsSources:Consumer
Insights
Global
as
of
September
2023A
relatively
high
share
of
ScoreBig
users
have
a
college
degreeDemographic
profile:
educationConsumer’s
level
of
educationintheU.S.39%38%33%30%26%23%20%17%16%13%12%9%6%4%4%3%2%2%0%
0%0%Noformaleducation
/primary
schoolLower
secondary
UppersecondaryTechnical
/vocationaleducationBachelor
degree
Master
degree
Doctoral
degreeeducation
(noteligible
foreducation(eligible
foror
equivalentor
equivalentor
equivalentuniversity
study)
university
study)Brand
usersCategory
usersAllrespondents9Notes:’’Whatis
the
highest
levelofeducation
youhave
completed?’’;
Single
Pick;"Which
ofthese
online
providers
have
youboughteventtickets
from(website
orapp)
in
the
past
12
months?";
Multi
Pick;Base:
n=129,
ScoreBigusers,n=944,
online
ticket
bookers,n=60072,
all
respondentsConsumer
Insights
Global
as
of
September
2023Sources:ScoreBighas
a
larger
share
of
users
with
a
high
income
than
other
ticket
portalsDemographic
profile:
incomeShare
ofconsumersintheU.S.
inthehigh,
middle,
andlow
thirdsofmonthly
householdgrossincomeBrand
users78%10%11%Category
usersAllrespondents50%33%17%33%33%33%HighMiddleLow10
Notes:Sources:Recalculated
toonly
include
respondents
that
provide
income
information,
recodebased
on’’Monthly/annual
household
income
(local
currency)’’;Single
Pick;"Which
ofthese
online
providershave
youbought
event
ticketsfrom(website
orapp)
in
the
past12
months?";
Multi
Pick;
Base:
n=129,
ScoreBigusers,n=944,
online
ticket
bookers,n=60072,
all
respondentsConsumer
Insights
Global
as
of
September
2023Compared
to
other
online
ticket
bookers,
ScoreBig
users
are
relatively
likely
tolive
in
a
nuclear
familyDemographic
profile:
household
classificationType
of
householdsin
whichconsumersintheU.S.
live66%35%24%19%
20%19%15%15%12%11%10%9%9%8%8%5%5%
4%Multi-generationalfamily3%2%1%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenTwo
or
morerelated
adults
household
typesOtherBrand
usersCategory
usersAllrespondents11
Notes:Sources:Typology
based
on’’household
size’’,’’household
constellation’’
and
’’children
under
the
age
of14
in
household’’;
Single
Pick;"Which
ofthese
online
providershave
you
bought
event
tickets
from(website
orapp)
in
the
past12months?";
Multi
Pick;Base:n=129,
ScoreBigusers,n=944,
online
ticket
bookers,
n=60072,
all
respondentsConsumer
Insights
Global
as
of
September
2023ScoreBig
users
are
more
likely
to
live
in
megacities
than
online
ticket
bookers
ingeneralDemographic
profile:
typeofcommunityCommunities
whereconsumersliveintheU.S.34%30%27%25%23%22%19%20%17%15%12%12%10%9%8%8%6%5%Rural
communitySmall
townMedium-sized
townLarge
cityCitywithover
1
Megacity
with
over
5million
inhabitants
million
inhabitantsBrand
usersCategory
usersAllrespondents12
Notes:Sources:’’Inwhat
type
ofcommunity
do
youlive?’’;Single
Pick;
"Which
ofthese
online
providers
have
youbought
eventtickets
from
(website
orapp)
in
the
past12
months?";
Multi
Pick;
Base:
n=129,
ScoreBigusers,n=944,
onlineticket
bookers,n=60072,
all
respondentsConsumer
Insights
Global
as
of
September
20238%
of
ScoreBig
users
consider
themselves
part
of
the
LGBTQ+
communityDemographic
profile:
LGBTQ+LGBTQ+
statusof
consumersintheU.S.Brand
users8%92%85%0%Category
usersAllrespondents12%3%11%85%4%YesNoWould
rathernot
say13
Notes:Sources:’’Do
youconsider
yourself
partofthe
LGBTQ+community?’’;
Single
Pick;"Which
ofthese
online
providers
have
youbought
event
tickets
from(website
orapp)
in
the
past
12
months?";
Multi
Pick;Base:n=129,
ScoreBigusers,n=944,
online
ticket
bookers,
n=60072,
all
respondentsConsumer
Insights
Global
as
of
September
2023CHAPTER
03Consumer
lifestyle•
Lifevalues•
Main
interests•
Hobbies
&leisure
activities•
Sportsactivities•
SportsfollowedSuccess
and
career
advancement
are
relatively
important
to
ScoreBig
usersConsumer
lifestyle:
lifevaluesMost
important
aspectsof
lifefor
consumersintheU.S.64%53%51%48%47%39%40%39%38%38%35%32%26%26%30%30%25%29%29%27%25%21%11%13%16%17%14%14%13%12%TobesuccessfulAhappyrelationshipAnhonest
andrespectable
lifeSafety
andsecurityAdvancingmy
careerMaking
myown
decisionsHavingagood
timeLearningnew
thingsSocial
justiceTraditionsBrand
usersCategory
usersAllrespondents15
Notes:Sources:’’Outofthe
following
list,
which
are
the
3mostimportant
aspects
toyouin
life?
Pleasechoose
exactly
3.’’;Multi
Pick;"Which
ofthese
online
providershave
youbought
event
tickets
from(website
orapp)
in
the
past12months?";
Multi
Pick;Base:n=129,
ScoreBigusers,n=944,
online
ticket
bookers,
n=60072,
all
respondentsConsumer
Insights
Global
as
of
September
2023Gaming
and
eSports
are
relatively
prevalent
interests
of
ScoreBig
usersConsumer
lifestyle:
main
interestsTop10
interestsofScoreBig
usersintheU.S.63%57%53%51%51%51%50%50%50%50%50%50%49%47%45%42%41%39%36%36%33%34%32%29%29%27%26%25%17%10%Science
&technologyFood
&diningHealth
&fitnessFashion&beautyGaming
&eSportsHome
&gardenFinance&economyTravelMovies,TVshows&musicSportsBrand
usersCategory
usersAllrespondents16
Notes:Sources:’’Whattopics
are
youpersonally
interested
in?’’;Multi
Pick;"Which
ofthese
online
providershave
youbought
event
tickets
from(website
orapp)
in
the
past12
months?";
Multi
Pick;Base:
n=129,
ScoreBigusers,n=944,
onlineticket
bookers,n=60072,
all
respondentsConsumer
Insights
Global
as
of
September
2023Cars
or
vehicles
are
relatively
popular
hobbies
among
ScoreBig
usersConsumer
lifestyle:
hobbies
&leisure
activitiesTop10
hobbiesandleisure
activities
ofScoreBig
usersintheU.S.56%52%50%50%47%47%
47%47%40%46%46%46%45%44%43%38%36%33%33%32%31%30%29%26%25%24%23%23%19%19%Video
gamingOutdooractivitiesCooking/bakingCars/vehiclesDIYandarts&craftsTravelingBoard
games/cardgamesReadingTech
/computersGardeningandplantsBrand
usersCategory
usersAllrespondents17
Notes:Sources:’’Whatare
your
personalhobbies
and
activities?’’;Multi
Pick;"Which
ofthese
online
providers
have
youbought
eventtickets
from
(website
orapp)
in
the
past
12
months?";
Multi
Pick;Base:n=129,
ScoreBigusers,n=944,online
ticket
bookers,n=60072,
all
respondentsConsumer
Insights
Global
as
of
September
2023ScoreBig
users
are
more
likely
to
play
basketball
than
other
online
ticket
bookersConsumer
lifestyle:
sports
activitiesTop10
sports
activitiesofScoreBig
usersintheU.S.48%39%38%36%33%29%29%26%26%26%22%18%16%15%15%15%15%14%12%11%10%9%9%9%9%8%8%7%5%4%BasketballDancingAmericanFootball
/FlagFootballCyclingBaseball/SoftballFitness,aerobics,cardioTableTennisSoccerRunning/JoggingSwimming/DivingBrand
usersCategory
usersAllrespondents18
Notes:Sources:’’Which
ofthese
sports
oractivities
do
youdo
at
leastoccasionally?’’;Multi
Pick;"Which
ofthese
online
providershave
youbought
event
tickets
from(website
orapp)
in
the
past12
months?";
Multi
Pick;
Base:
n=78,
ScoreBigusers,n=981,
online
ticket
bookers,n=22143,
all
respondentsConsumer
Insights
Global
as
of
September
2023ScoreBig
users
are
more
likely
to
follow
cycling
than
other
online
ticket
bookersConsumer
lifestyle:
sports
followedTop10
sports
followed
byScoreBig
usersintheU.S.39%37%33%29%28%28%27%26%25%24%24%23%22%22%17%15%15%12%11%Golf11%7%8%7%7%6%5%5%4%3%3%AmericanfootballBasketballSoccerBaseballBoxingTennisVolleyballCyclingAthletics(track&
field)Brand
usersCategory
usersAllrespondents19
Notes:Sources:’’Inwhich
ofthese
sports
do
youfollow
competitions,
leagues
orteams?’’;Multi
Pick;"Which
ofthese
online
providers
have
youbought
eventtickets
from(website
orapp)
in
the
past
12
months?";
Multi
Pick;Base:
n=61,ScoreBigusers,n=812,
online
ticket
bookers,
n=17395,
all
respondentsConsumer
Insights
Global
as
of
September
2023CHAPTER
04Consumer
attitudes•
Attitudestowards
services•
Innovation
adoption•
Challenges
facing
thecountry•
Politics20Itstands
out
that
42%
of
ScoreBig
users
are
often
unsatisfied
with
servicesConsumer
attitudes:services
&eservicesAgreementwithstatements
towards
services&eservicesintheU.S.74%68%57%57%53%50%42%38%37%37%35%29%25%16%12%Ilikeorganizing
mylifethroughmy
smartphone
services
thatmakemylifemore
convenientIgladlypayforIprefer
touseserviceswhere
Icanhaveapersonal
contactIamoften
frustratedbyunexpected
extrafees
attheend
ofaservice
bookingI’moften
unsatisfiedwith
servicesBrand
usersCategory
usersAllrespondents21
Notes:Sources:’’Which
ofthese
statements
apply
toyou?’’;
Multi
Pick;"Which
ofthese
online
providers
have
youbought
eventtickets
from
(website
orapp)
in
the
past
12
months?";
Multi
Pick;Base:n=129,
ScoreBigusers,n=944,
onlineticket
bookers,n=10014,
all
respondentsConsumer
Insights
Global
as
of
September
202349%
of
ScoreBig
users
are
innovators
or
early
adopters
of
new
productsConsumer
attitudes:innovation
adoptionInnovation
adopter
typesbasedonstatements
towards
innovation
byconsumersinthe
U.S.44%37%34%30%26%26%25%19%18%16%12%5%5%3%1%InnovatorsEarly
adoptersBrand
usersEarly
majorityCategory
usersLatemajorityAllrespondentsLaggards22
Notes:Sources:Recode
based
on’’Which
ofthese
statements
regardingtechnology
apply
to
you?’’;
Multi
Pick;
"Which
ofthese
online
providers
have
youbought
eventtickets
from(website
orapp)
in
the
past12
months?";
Multi
Pick;Base:n=129,
ScoreBigusers,n=944,
online
ticket
bookers,n=60072,
all
respondentsConsumer
Insights
Global
as
of
September
2023A
relatively
high
share
of
ScoreBig
users
think
that
terrorism
is
an
issue
thatneeds
to
be
addressedConsumer
attitudes:challenges
facingthecountryThe
10
most
important
issuesfacing
theUnitedStates
accordingto
ScoreBig
users61%53%49%46%44%41%42%42%41%40%40%40%38%38%37%33%30%36%36%36%35%28%33%33%33%33%32%27%24%20%EducationRising
prices/inflation/cost
of
livingEconomicsituationUnemployment
EnvironmentCrimeHealth
andsocial
securityPovertyTerrorismCivilrightsBrand
usersCategory
usersAllrespondents23
Notes:Sources:’’Whatdo
youpersonally
think
are
the
mostimportant
issues
in
yourcountry
ofresidence
that
need
to
be
addressed?’’;MultiPick;"Which
ofthese
online
providershave
youbought
event
tickets
from(website
orapp)
in
thepast
12
months?";
Multi
Pick;Base:
n=129,
ScoreBigusers,n=944,
online
ticket
bookers,n=60072,
all
respondentsConsumer
Insights
Global
as
of
September
2023Compared
to
other
online
ticket
bookers,
ScoreBig
users
tend
to
have
moreright
leaning
political
viewsConsumer
attitudes:politicsPolitical
attitudes
ofconsumersintheU.S.Brand
users14%10%73%3%Category
usersAllrespondents23%26%40%11%21%28%34%17%LeftCenterRightPrefer
nottoanswer24
Notes:Sources:Recode
based
on’’Manypeople
use
the
terms’left’
and
’right’when
they
want
to
describe
political
views.Where
would
youplace
yourself
ona
scale
fromleft
to
right?’’;
Single
Pick;"Which
ofthese
online
providershave
youbought
eventtickets
from(website
orapp)
in
the
past
12
months?";
Multi
Pick;Base:n=129,
ScoreBigusers,
n=944,
online
ticket
bookers,
n=60072,
all
respondentsConsumer
Insights
Global
as
of
September
2023CHAPTER
05Marketing
touchpoints•
Internet
usagebydevice•
Social
media
usage•
Media
usagebychannel•
Digitaladvertising
touchpoints•
Non-digital
advertising
touchpointsScoreBig
users
access
the
internet
via
a
smartwatch
more
often
than
theaverage
online
ticket
bookerMarketing
touchpoints:internet
usagebydeviceDevicesconsumersinthe
U.S.
use
regularly
toaccesstheinternet97%94%89%89%87%84%80%78%78%76%71%70%69%60%57%58%51%48%46%44%41%40%37%35%33%26%26%SmartphoneLaptopSmart
TVTabletStreaming
device
Gaming
consoleSmartwatchDesktop
PCSmart
speakersBrand
usersCategory
usersAllrespondents26
Notes:Sources:’’Which
ofthese
devices
do
youregularlyuse
with
an
internet
connection?’’;
Multi
Pick;"Which
ofthese
online
providers
have
youbought
eventtickets
from
(website
orapp)
in
the
past
12
months?";
Multi
Pick;Base:n=129,ScoreBigusers,n=944,
online
ticket
bookers,
n=60072,
all
respondentsConsumer
Insights
Global
as
of
September
2023On
social
media,
ScoreBig
users
interact
with
companies
more
often
than
otheronline
ticket
bookersMarketing
touchpoints:social
media
usageSocial
mediaactivitiesintheU.S.
bytype67%67%65%65%64%63%49%64%61%60%60%57%43%56%42%57%56%55%53%50%36%49%47%33%42%36%22%27%16%27%8%8%4%3%1%0%Sentprivate
Liked
posts
CommentedPostedpictures/videosFollowedpeopleSharedpostsbyother
usersSharedcompanypostsPosted
texts/statusLikedcompanypostsFollowedIhaveonly
Ihaven’t
usedmessagesbyotheruserson
postscompanies
used
social
social
mediaupdatesmediapassivelyBrand
usersCategory
usersAllrespondents27
Notes:Sources:’’Which
ofthese
things
have
youdone
onsocial
media
in
the
past
4weeks?’’;
Multi
Pick;
"Which
ofthese
online
providers
have
youbought
eventtickets
from(website
orapp)
in
the
past12
months?";
Multi
Pick;Base:n=129,ScoreBigusers,n=944,
online
ticket
bookers,
n=60072,
all
respondentsConsumer
Insights
Global
as
of
September
2023ScoreBig
users
tend
to
read
daily
newspapers
more
often
than
online
ticketbookers
in
generalMarketing
touchpoints:media
usagebychannelType
of
mediaconsumersintheU.S.
havebeen
using
inthepast4weeks90%88%84%82%81%70%81%67%78%75%75%72%69%54%70%65%63%58%53%52%50%48%43%28%44%33%34%34%25%29%17%21%14%TVDigitalvideocontentMovies
/cinemaRadioDigitalmusiccontentPodcastsDailynewspapersMagazinesOnlinemagazinesOnlinenewswebsitesWeeklynewspapersBrand
usersCategory
usersAllrespondents28
Notes:Sources:’’Whatkind
ofmedia
have
youused
in
the
past
4weeks?’’;
Multi
Pick;
"Which
ofthese
online
providers
have
youbought
event
tickets
from(website
orapp)
in
the
past12
months?";
Multi
Pick;
Base:
n=129,
ScoreBigusers,n=944,
online
ticket
bookers,
n=30180,
all
respondentsConsumer
Insights
Global
as
of
September
2023ScoreBig
users
remember
seeing
ads
on
editorial
websites
and
apps
more
oftenthan
other
online
ticket
bookersMarketing
touchpoints:digitaladvertising
touchpointsTop10
placeswhereScoreBig
usersintheU.S.
havecome
across
digitaladvertisinginthepast4weeks60%60%59%57%56%56%54%53%51%
52%51%50%49%47%44%44%42%37%37%36%36%34%28%29%27%22%22%16%14%11%Video
streaming
Video
gamesservicesWebsitesandappsof
brandsOnlinestoresVideo
portalsEditorialwebsitesandappsMusicportals
Search
engines
Social
mediaNewslettersBrand
usersCategory
usersAllrespondents29
Notes:Sources:’’Wherehave
youcomeacrossdigital
advertisements
in
the
past4
weeks?’’;
Multi
Pick;"Which
ofthese
online
providers
have
youbought
eventtickets
from
(website
orapp)
in
the
past
12
months?";
Multi
Pick;
Base:
n=129,ScoreBigusers,n=944,
online
ticket
bookers,
n=60072,
all
respondentsConsumer
Insights
Global
as
of
September
2023ScoreBig
users
remember
ads
they
saw
in
printed
daily
newspapers
more
oftenthan
other
online
ticket
bookersMarketing
touchpoints:non-digital
advertising
touchpointsPlaces
whereconsumersinthe
U.S.
havecome
across
non-digital
advertisinginthepast4weeks68%59%46%58%58%58%51%57%57%49%53%47%47%41%34%33%33%32%29%29%25%19%18%16%OnTVOntheradioInprinteddailynewspapersOnadvertising
AtthemoviesDirectly
inthestoreInprintedmagazinesandjournalsBy
mailshot
/advertisingmailspaces/cinemaon
the
goBrand
usersCategory
usersAllrespondents30
Notes:Sources:’’Wherehave
youcomeacrossnon-digital
advertisements
in
the
past4weeks?’’;
Multi
Pick;"Which
ofthese
online
providershave
you
bought
event
tickets
from(website
orapp)
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