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CONSUMERS&BRANDSRestaurant
delivery:
eatcleverusers
in
GermanyConsumer
InsightsAugust
2023Consumer
Insights
GlobalsurveyIntroductionReport
overviewGlobalsurveymethodology(1)Design:OnlineSurvey,
splitquestionnaire
designThisreport
offers
thereader
acomprehensiveoverview
ofeatclever
users
inGermany:
who
theyare;what
theylike;
whatthey
think;
andhowtoreachthem.
Itprovides
insightson
theirdemographics,lifestyle,
opinions,
and
marketing
touchpoints.Duration:
approx.
15
minutesLanguage:
official
language(s)
ofeach
country
withAmerican
Englishoffered
asanalternativeAdditionally,thereport
allows
thereader
toRegion:
56countriesbenchmark
eatclever
users
inGermany
(’’brand
users’’)againstGerman
restaurant
delivery
usersingeneral(’’category
users’’),
and
theoverall
German
onliner,labelled
as’’all
respondents’’
inthe
charts.Numberof
respondents:•
12,000+
forcountries
with
theextended
survey(including
Germany)•
2,000+
forthebasicsurveyThereport
isupdatedquarterly
andisbased
on
dataSample:
Internet
users,
aged18–64,quotasset
ongender
and
agefrom
theConsumer
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
August
2023Sources:CHAPTER
01Management
summary•
Brand
usage•
Key
insightseatclever
ranks
outside
the
top
10
of
most
used
restaurant
delivery
services
inGermanyManagement
summary:
brandusageand
competitionTop10
most
used
restaurant
delivery
servicesinGermanyLieferandoDomino’sPizzaHutCallaPizzaUber
EatsburgermeL’OsteriaSmiley’s76%25%13%12%11%10%7%6%Vapiano5%5%hunger.de4Notes:"Which
ofthese
online
providersofrestaurantand
fooddelivery
have
youused
in
the
past
12
months?";
Multi
Pick;Base:n=2213,
restaurantdelivery
usersConsumer
Insights
Global
as
of
August
2023Sources:The
share
of
restaurantdelivery
users
using
eatclever
stayed
the
same
since
Q1of
2022Management
summary:
brandusagetimelineTimeline
of
restaurant
delivery
usersusing
eatclever2%2%2%2%1%1%2022
Q12022
Q22022
Q32022
Q42023
Q12023
Q25Notes:"Which
ofthese
online
providersofrestaurantand
fooddelivery
have
youused
in
the
past
12
months?";
Multi
Pick;Base:n=30
-
53
eatcleverusers,n=1905
-
2509
restaurantdelivery
usersConsumer
Insights
Global
as
of
August
2023Sources:eatclever
users
in
GermanyManagement
summary:
key
insightsDemographic
profileConsumerlifestyleConsumerattitudesMarketing
touchpointseatclever
ismore
popularamongGeneration
Zthanother
restaurantdelivery
services.Success
and
career
advancement
arerelatively
important
to
eatclever
users.Itstands
out
that57%
ofeatclever
users
eatclever
usersaccess
theinternet
viaarefer
to
useservices
withpersonalcontact.smartwatch
more
often
thantheaverage
restaurant
delivery
user.Artsandliterature
arerelativelyeatclever
ismore
popularamong
malerestaurant
delivery
users
thanfemalerestaurant
delivery
users.prevalent
interests
of
eatclever
users.47%
ofeatclever
users
areinnovators
or
Onsocial
media,
eatclever
users
interactearly
adoptersof
new
products.with
companies
more
often
than
otherrestaurant
delivery
users.Making
musicisarelatively
popularhobbyamong
eatclever
users.Arelatively
highshare
ofeatclever
usersthink
thatterrorism
isanissuethatneeds
to
beaddressed.eatclever
hasalarger
shareof
userswith
ahigh
income
than
otherrestaurant
delivery
services.eatclever
usersremember
seeing
adson
blogs
and
forums
more
often
thanother
restaurant
delivery
users.eatclever
usersare
more
likely
toliveinlarge
citiesthanrestaurant
deliveryusers
ingeneral.6Sources:Consumer
Insights
Global
as
of
August
2023CHAPTER
02Demographic
profile•
Generations•
Gender•
Education•
Income•
Household
classification•
Typeofcommunity•
LGBTQ+eatclever
is
more
popular
among
Generation
Z
than
other
restaurant
deliveryservicesDemographic
profile:
generationsAgeof
consumersinGermanyBrand
users36%47%15%2%Category
usersAllrespondents18%18%40%31%10%34%34%14%Generation
ZMillennialsGeneration
XBaby
Boomers8Notes:’’Howoldareyou?’’;
Single
Pick;"Which
ofthese
online
providersofrestaurantand
food
delivery
have
youused
in
the
past
12
months?";
Multi
Pick;Base:n=53,
eatcleverusers,n=2213,
restaurantdelivery
users,n=35994,
allrespondentsSources:Consumer
Insights
Global
as
of
August
2023eatclever
is
more
popular
among
male
restaurant
delivery
users
than
femalerestaurant
delivery
usersDemographic
profile:
genderGenderofconsumersinGermanyBrand
users55%45%Category
usersAllrespondents45%55%50%50%MaleFemale9Notes:’’Whatis
yourgender?’’;
Single
Pick;"Which
ofthese
online
providers
ofrestaurantand
fooddelivery
have
youused
in
thepast
12
months?";
Multi
Pick;
Base:
n=53,
eatcleverusers,
n=2213,
restaurantdelivery
users,n=35994,all
respondentsSources:Consumer
Insights
Global
as
of
August
202345%
of
eatclever
users
have
a
college
degreeDemographic
profile:
educationConsumer’s
level
of
educationinGermany31%30%28%28%25%23%20%18%13%13%13%12%12%11%9%8%2%1%1%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
usersAllrespondents10
Notes:Sources:’’Whatis
the
highest
levelofeducation
youhave
completed?’’;
Single
Pick;"Which
ofthese
online
providers
ofrestaurantand
fooddelivery
have
youused
in
the
past12
months?";
Multi
Pick;Base:n=53,
eatcleverusers,n=2213,
restaurantdelivery
users,n=35994,
all
respondentsConsumer
Insights
Global
as
of
August
2023eatclever
has
a
larger
share
of
users
with
a
high
income
than
other
restaurantdelivery
servicesDemographic
profile:
incomeShare
ofconsumersinGermany
inthehigh,
middle,
andlow
thirdsofmonthly
householdgrossincomeBrand
users59%25%16%Category
usersAllrespondents37%34%30%33%33%33%HighMiddleLow11
Notes:Sources:Recalculated
toonly
include
respondents
that
provide
income
information,
recodebased
on’’Monthly/annual
household
income
(local
currency)’’;Single
Pick;"Which
ofthese
online
providersofrestaurantand
fooddeliveryhave
youused
in
the
past
12
months?";
Multi
Pick;Base:n=53,
eatcleverusers,n=2213,
restaurantdelivery
users,n=35994,
all
respondentsConsumer
Insights
Global
as
of
August
2023Compared
to
other
restaurant
delivery
users,
eatclever
users
are
relatively
likelyto
live
in
a
nuclear
familyDemographic
profile:
household
classificationType
of
householdsin
whichconsumersinGermany
live49%31%29%
29%26%24%20%15%15%9%9%8%7%6%6%4%3%3%2%
2%Multi-2%SinglehouseholdCoupleSingleparenthouseholdPartnersandchildrenTwo
or
morerelated
adults
household
typesOtherhouseholdgenerationalfamilyBrand
usersCategory
usersAllrespondents12
Notes:Sources:Typology
based
on’’household
size’’,’’household
constellation’’
and
’’children
under
the
age
of14
in
household’’;
Single
Pick;"Which
ofthese
online
providersofrestaurantand
fooddelivery
have
youused
in
the
past
12months?";
Multi
Pick;Base:n=53,
eatcleverusers,n=2213,
restaurantdelivery
users,n=35994,
all
respondentsConsumer
Insights
Global
as
of
August
2023eatclever
users
are
more
likely
to
live
in
large
cities
than
restaurant
deliveryusers
in
generalDemographic
profile:
typeofcommunityCommunities
whereconsumersliveinGermany45%29%26%26%25%24%21%19%17%16%13%13%12%8%4%Rural
communitySmall
townMedium-sized
townCategory
usersLarge
cityCitywithover
1million
inhabitantsBrand
usersAllrespondents13
Notes:Sources:’’Inwhat
type
ofcommunity
do
youlive?’’;Single
Pick;
"Which
ofthese
online
providers
ofrestaurantand
food
delivery
have
youused
in
the
past
12
months?";
Multi
Pick;Base:n=53,
eatcleverusers,n=2213,
restaurantdelivery
users,n=35994,
all
respondentsConsumer
Insights
Global
as
of
August
202313%
of
eatclever
users
consider
themselves
part
of
the
LGBTQ+
communityDemographic
profile:
LGBTQ+LGBTQ+
statusof
consumersinGermanyBrand
users13%81%6%Category
usersAllrespondents8%84%84%8%7%9%YesNoWould
rathernot
say14
Notes:Sources:’’Do
youconsider
yourself
partofthe
LGBTQ+community?’’;
Single
Pick;"Which
ofthese
online
providers
ofrestaurantand
fooddelivery
have
youused
in
the
past12
months?";
Multi
Pick;Base:
n=53,
eatcleverusers,n=2213,
restaurantdelivery
users,n=35994,
all
respondentsConsumer
Insights
Global
as
of
August
2023CHAPTER
03Consumer
lifestyle•
Lifevalues•
Main
interests•
Hobbies
&leisure
activities•
Sportsactivities•
SportsfollowedSuccess
and
career
advancement
are
relatively
important
to
eatclever
usersConsumer
lifestyle:
lifevaluesMost
important
aspectsof
lifefor
consumersinGermany58%53%42%41%42%41%
42%37%36%38%36%
36%36%34%30%30%29%25%28%28%25%20%20%19%19%15%
10%10%11%8%Havingagood
timeLearningnew
thingsAhappyrelationshipSafety
andsecurityMaking
myown
decisionsTobesuccessful
Anhonest
andrespectable
lifeTraditionsSocial
justiceAdvancingmy
careerBrand
usersCategory
usersAllrespondents16
Notes:Sources:’’Outofthe
following
list,
which
are
the
3mostimportant
aspects
toyouin
life?
Pleasechoose
exactly
3.’’;Multi
Pick;"Which
ofthese
online
providersofrestaurantand
food
delivery
have
youused
in
the
past
12
months?";Multi
Pick;Base:n=53,
eatcleverusers,n=2213,
restaurantdelivery
users,n=35994,
all
respondentsConsumer
Insights
Global
as
of
August
2023Arts
andliterature
are
relatively
prevalent
interests
of
eatclever
usersConsumer
lifestyle:
main
interestsTop10
interestsofeatcleverusersinGermany62%57%55%42%51%
51%42%51%51%49%49%47%40%47%47%47%45%45%35%35%33%33%32%30%29%28%23%21%19%14%TravelFood
&diningHealth
&fitnessHistoryArts&literatureMovies,TVshows&musicScience
&technologySportsFinance&economyVIPs&celebritiesBrand
usersCategory
usersAllrespondents17
Notes:Sources:’’Whattopics
are
youpersonally
interested
in?’’;Multi
Pick;"Which
ofthese
online
providersofrestaurantand
fooddeliveryhave
youused
in
the
past
12
months?";
Multi
Pick;Base:n=53,
eatcleverusers,n=2213,
restaurantdelivery
users,n=35994,
all
respondentsConsumer
Insights
Global
as
of
August
2023Making
music
is
a
relatively
popular
hobby
among
eatclever
usersConsumer
lifestyle:
hobbies
&leisure
activitiesTop10
hobbiesandleisure
activities
ofeatcleverusersinGermany60%58%57%57%53%52%49%49%49%49%47%47%45%
46%36%42%40%40%39%34%32%28%23%21%20%19%17%15%14%12%Cooking/bakingOutdooractivitiesSocializingTech
/computersDoing
sportsandfitnessMaking
musicMeditation/wellnessCars/vehiclesTravelingPhotographyBrand
usersCategory
usersAllrespondents18
Notes:Sources:’’Whatare
your
personalhobbies
and
activities?’’;Multi
Pick;"Which
ofthese
online
providers
ofrestaurantand
fooddelivery
have
you
used
in
the
past12
months?";
Multi
Pick;
Base:
n=53,
eatcleverusers,
n=2213,
restaurantdelivery
users,n=35994,
all
respondentsConsumer
Insights
Global
as
of
August
2023eatclever
users
are
more
likely
to
play
basketball
than
other
restaurant
deliveryusersConsumer
lifestyle:
sports
activitiesTop10
sports
activitiesofeatcleverusersinGermany38%36%36%34%28%28%25%25%25%25%25%24%23%22%20%19%18%17%15%14%15%12%9%9%9%6%6%5%3%3%CyclingFitness,aerobics,cardioSwimming/DivingRunning/JoggingBadmintonBasketballDancingGolfHikingSoccerBrand
usersCategory
usersAllrespondents19
Notes:Sources:’’Which
ofthese
sports
oractivities
do
youdo
at
leastoccasionally?’’;Multi
Pick;"Which
ofthese
online
providersofrestaurantand
food
delivery
have
youused
in
the
past
12
months?";
Multi
Pick;Base:n=34,
eatcleverusers,n=1288,
restaurantdelivery
users,n=17984,
all
respondentsConsumer
Insights
Global
as
of
August
2023eatclever
users
are
more
likely
to
follow
basketball
than
other
restaurantdelivery
usersConsumer
lifestyle:
sports
followedTop10
sports
followed
byeatcleverusersinGermany34%30%27%26%25%25%24%23%23%23%21%21%9%8%8%8%7%7%7%6%6%5%4%4%3%3%3%2%2%2%BasketballSoccerMixedMartial
ArtsAthletics(track&field)BoxingCyclingGolfVolleyballAmericanfootballBaseballBrand
usersCategory
usersAllrespondents20
Notes:Sources:’’Inwhich
ofthese
sports
do
youfollow
competitions,
leagues
orteams?’’;Multi
Pick;"Which
ofthese
online
providers
ofrestaurant
and
fooddelivery
have
youused
in
the
past12
months?";
Multi
Pick;Base:n=25,
eatcleverusers,n=767,
restaurantdelivery
users,n=11368,
all
respondentsConsumer
Insights
Global
as
of
August
2023CHAPTER
04Consumer
attitudes•
Attitudestowards
services•
Innovation
adoption•
Challenges
facing
thecountry•
Politics21Itstands
out
that
57%
of
eatclever
users
refer
to
use
services
with
personalcontactConsumer
attitudes:services
&eservicesAgreementwithstatements
towards
services&eservicesinGermany62%57%57%52%40%37%32%30%28%26%21%15%13%9%7%Ilikeorganizing
mylifethroughmy
smartphone
services
thatmakemylifemore
convenientIgladlypayforIprefer
touseserviceswhere
Icanhaveapersonal
contactI’moften
unsatisfiedIamoften
frustratedbyunexpected
extrafees
atthe
end
ofaservice
bookingwith
servicesBrand
usersCategory
usersAllrespondents22
Notes:Sources:’’Which
ofthese
statements
apply
toyou?’’;
Multi
Pick;"Which
ofthese
online
providers
ofrestaurantand
fooddelivery
have
youused
in
the
past12
months?";
Multi
Pick;
Base:
n=53,
eatcleverusers,n=2213,
restaurantdelivery
users,n=5994,
all
respondentsConsumer
Insights
Global
as
of
August
202347%
of
eatclever
users
are
innovators
or
early
adopters
of
new
productsConsumer
attitudes:innovation
adoptionInnovation
adopter
typesbasedonstatements
towards
innovation
byconsumersinGermany40%39%38%37%37%35%16%13%12%9%9%8%6%2%Innovators1%Early
adoptersBrand
usersEarly
majorityCategory
usersLatemajorityAllrespondentsLaggards23
Notes:Sources:Recode
based
on’’Which
ofthese
statements
regardingtechnology
apply
to
you?’’;
Multi
Pick;
"Which
ofthese
online
providers
ofrestaurantand
fooddelivery
have
youused
in
the
past12
months?";
Multi
Pick;Base:
n=53,eatcleverusers,n=2213,
restaurantdelivery
users,n=35994,
all
respondentsConsumer
Insights
Global
as
of
August
2023A
relatively
high
share
of
eatclever
users
think
that
terrorism
is
an
issue
thatneeds
to
be
addressedConsumer
attitudes:challenges
facingthecountryThe
10
most
important
issuesfacing
Germany
accordingto
eatcleverusers66%56%44%43%43%42%36%39%34%36%39%38%37%37%36%35%34%32%32%32%30%26%23%22%21%20%14%
14%14%11%EnvironmentHealth
andsocial
securityImmigrationPovertyCivilrightsClimatechange
Rising
prices/inflation/TerrorismDefense
&foreign
affairsReligiousconflictscost
of
livingBrand
usersCategory
usersAllrespondents24
Notes:Sources:’’Whatdo
youpersonally
think
are
the
mostimportant
issues
in
yourcountry
ofresidence
that
need
to
be
addressed?’’;MultiPick;"Which
ofthese
online
providersofrestaurantand
food
delivery
have
youused
in
the
past12
months?";
Multi
Pick;Base:n=53,
eatcleverusers,n=2213,
restaurantdelivery
users,n=35994,
all
respondentsConsumer
Insights
Global
as
of
August
2023Many
eatclever
users
have
centrist
political
viewsConsumer
attitudes:politicsPolitical
attitudes
ofconsumersinGermanyBrand
users19%47%28%6%Category
usersAllrespondents24%45%13%17%18%22%43%17%LeftCenterRightPrefer
nottoanswer25
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
providersofrestaurantand
fooddelivery
have
youused
in
the
past
12
months?";
Multi
Pick;Base:n=53,
eatcleverusers,n=2213,
restaurant
delivery
users,n=35994,
all
respondentsConsumer
Insights
Global
as
of
August
2023CHAPTER
05Marketing
touchpoints•
Internet
usagebydevice•
Social
media
usage•
Media
usagebychannel•
Digitaladvertising
touchpoints•
Non-digital
advertising
touchpointseatclever
users
access
the
internet
via
a
smartwatch
more
often
than
theaverage
restaurant
delivery
userMarketing
touchpoints:internet
usagebydeviceDevicesconsumersinGermany
use
regularly
toaccesstheinternet96%
96%91%74%72%65%66%64%64%64%
64%58%57%55%53%50%46%43%41%42%33%33%33%30%27%26%24%SmartphoneLaptopTabletDesktop
PCBrand
usersGaming
consoleCategory
usersSmart
TVSmartwatchStreaming
device
Smart
speakersAllrespondents27
Notes:Sources:’’Which
ofthese
devices
do
youregularlyuse
with
an
internet
connection?’’;
Multi
Pick;"Which
ofthese
online
providers
of
restaurantand
fooddelivery
have
you
used
in
the
past12
months?";
Multi
Pick;
Base:
n=53,
eatcleverusers,n=2213,
restaurantdelivery
users,n=35994,
all
respondentsConsumer
Insights
Global
as
of
August
2023On
social
media,
eatclever
users
interact
with
companies
more
often
than
otherrestaurant
delivery
usersMarketing
touchpoints:social
media
usageSocial
mediaactivitiesinGermany
bytype69%58%57%55%54%53%40%51%49%49%49%47%46%36%45%45%43%42%40%30%40%39%38%27%30%19%21%16%14%12%11%7%8%3%0%0%LikedcompanypostsCommentedon
postsFollowedpeoplePostedpictures/videosFollowedcompaniesSharedcompanypostsLiked
postsbyotherusersSharedpostsbyother
usersPosted
texts
Sentprivate
Ihaveonly
Ihaven’t
used/statusupdatesmessagesused
social
social
mediamediapassivelyBrand
usersCategory
usersAllrespondents28
Notes:Sources:’’Which
ofthese
things
have
youdone
onsocial
media
in
the
past
4weeks?’’;
Multi
Pick;
"Which
ofthese
online
providers
of
restaurantand
fooddelivery
have
youused
in
the
past
12
months?";
Multi
Pick;Base:
n=53,eatcleverusers,n=2213,
restaurantdelivery
users,n=35994,
all
respondentsConsumer
Insights
Global
as
of
August
2023eatclever
users
tend
to
listen
to
podcasts
more
often
than
restaurant
deliveryusers
in
generalMarketing
touchpoints:media
usagebychannelType
of
mediaconsumersinGermany
havebeen
using
inthepast4weeks89%80%80%79%76%74%71%
72%71%67%67%66%63%61%55%40%53%53%47%46%39%30%38%38%29%37%36%28%36%32%32%19%18%TVPodcastsDigitalvideocontentRadioMovies
/cinemaDailynewspapersDigitalmusiccontentMagazinesOnlinemagazinesOnlinenewswebsitesWeeklynewspapersBrand
usersCategory
usersAllrespondents29
Notes:Sources:’’Whatkind
ofmedia
have
youused
in
the
past
4weeks?’’;
Multi
Pick;
"Which
ofthese
online
providers
ofrestaurantand
food
delivery
have
youused
in
the
past
12
months?";
Multi
Pick;Base:
n=38,
eatcleverusers,n=977,restaurantdelivery
users,n=17900,
all
respondentsConsumer
Insights
Global
as
of
August
2023eatclever
users
remember
seeing
ads
on
blogs
andforums
more
often
thanother
restaurant
delivery
usersMarketing
touchpoints:digitaladvertising
touchpointsTop10
placeswhereeatcleverusersinGermany
havecome
across
digitaladvertisinginthepast4weeks64%57%56%53%53%53%45%45%43%42%41%40%40%40%38%38%38%37%26%36%35%24%32%26%28%22%21%16%15%12%Video
portals
Search
enginesBlogs/forumsVideo
gamesSocial
mediaOnlinestores
Video
streaming
MusicportalsservicesNewslettersOtherappsBrand
usersCategory
usersAllrespondents30
Notes:Sources:’’Wherehave
youcomeacrossdigital
advertisements
in
the
past4
weeks?’’;
Multi
Pick;"Which
ofthese
online
providers
ofrestaurant
and
fooddelivery
have
youused
in
the
past12
months?";
Multi
Pick;
Base:n=53,eatcleverusers,n=2213,
restaurantdelivery
users,n=35994,
all
respondentsConsumer
Insights
Global
as
of
August
202366%
of
eatclever
users
remember
ads
they
saw
on
TVMarketing
touchpoints:non-digital
advertising
touchpointsPlaces
whereconsumersinGermany
havecome
across
non-digital
advertisinginthe
past
4weeks66%53%53%40%51%50%49%48%45%
46%43%43%31%43%42%40%38%36%34%31%26%26%17%14%OnTVAtthemovies/cinemaOntheradioInprinteddailynewspapersBy
mailshot
/advertisingmailDirectly
inthestoreInprintedmagazinesandjournalsOnadvertisingspaceson
the
goBrand
usersCategory
usersAllrespondents31
Notes:Sources:’’Wherehave
youcomeacrossnon-digital
advertisements
in
the
past4weeks?’’;
Multi
Pick;"Which
ofthese
online
providersof
restaurantand
fooddelivery
h
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