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CONSUMERS&BRANDSOnline
shops:
Veepee.frshoppers
in
FranceConsumer
InsightsAugust
2023Consumer
Insights
GlobalsurveyIntroductionReport
overviewGlobalsurveymethodology(1)Design:OnlineSurvey,
splitquestionnaire
designThisreport
offers
thereader
acomprehensiveoverview
ofVeepee.fr
shoppers
inFrance:
whotheyare;
whatthey
like;
what
theythink;and
how
toreachthem.
Itprovides
insightson
theirdemographics,lifestyle,
opinions,
and
marketing
touchpoints.Duration:
approx.
15
minutesLanguage:
official
language(s)
ofeach
country
withAmerican
Englishoffered
asanalternativeAdditionally,thereport
allows
thereader
tobenchmark
Veepee.fr
shoppers
inFrance
(’’brandusers’’)
againstFrench
onlineshoppers
ingeneral(’’category
users’’),
and
theoverall
French
onliner,labelled
as’’all
respondents’’
inthe
charts.Region:
56countriesNumberof
respondents:•
12,000+
forcountries
with
theextended
survey(including
France)•
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
insightsVeepee.fr
is
the
tenth
most
used
online
shop
in
France
with
Amazon
in
firstplaceManagement
summary:
brandusageand
competitionTop10
most
used
onlineshopsinFranceAmazon72%25%22%19%Zalando16%15%13%11%11%9%auchan.frVeepee.fr4Notes:"Which
ofthese
online
shops
have
youbought
something
fromin
the
past
12
months?";
Multi
Pick;Base:n=1003,
online
shoppersConsumer
Insights
Global
as
of
August
2023Sources:Veepee.fr
shoppers
in
FranceManagement
summary:
key
insightsDemographic
profileConsumerlifestyleConsumerattitudesMarketing
touchpoints39%
ofVeepee.fr
shoppers
areMillennials.Safety
and
security
isless
important
toItstands
out
that61%
ofVeepee.frVeepee.fr
shoppers
than
tootheronline
shoppers
think
thatcustomer
reviewsVeepee.fr
shoppers
access
theinternetviaasmart
TVmore
often
thantheaverage
onlineshopper.shoppers.on
theinternet
arevery
helpful.Veepee.fr
ismore
popularamongfemale
online
shoppers
thanmaleonlineshoppers.Health
and
fitnessare
relativelyprevalent
interests
of
Veepee.frshoppers.22%
ofVeepee.fr
shoppers
areinnovators
or
early
adopters
ofnewproducts.Onsocial
media,
Veepee.fr
shoppersinteract
with
companies
more
oftenthan
other
onlineshoppers.Veepee.fr
hasalarger
shareofshoppers
with
ahigh
income
than
other
Outdooractivities
arearelativelyArelatively
highshare
ofVeepee.frshoppers
think
thathousingisanissuethatneeds
to
beaddressed.Veepee.fr
shoppers
remember
seeingadson
videostreaming
services
moreoften
than
other
onlineshoppers.onlineshops.popularhobbyamong
Veepee.frshoppers.Veepee.fr
shoppers
aremore
likely
toliveincities
withover
1millioninhabitants
than
onlineshoppers
ingeneral.5Sources:Consumer
Insights
Global
as
of
August
2023CHAPTER
02Demographic
profile•
Generations•
Gender•
Education•
Income•
Household
classification•
Typeofcommunity•
LGBTQ+39%
of
Veepee.fr
shoppers
are
MillennialsDemographic
profile:
generationsAgeof
consumersinFranceBrand
users22%21%21%39%33%6%Category
usersAllrespondents34%33%33%33%12%12%Generation
ZMillennialsGeneration
XBaby
Boomers7Notes:’’Howoldareyou?’’;
Single
Pick;"Which
ofthese
online
shops
have
youbought
something
fromin
the
past
12
months?";
MultiPick;Base:n=90,
Veepee.frshoppers,
n=1003,
online
shoppers,
n=12165,
all
respondentsSources:Consumer
Insights
Global
as
of
August
2023Veepee.fr
is
more
popular
among
female
online
shoppers
than
male
onlineshoppersDemographic
profile:
genderGenderofconsumersinFranceBrand
users38%62%Category
usersAllrespondents48%49%52%52%MaleFemale8Notes:’’Whatis
yourgender?’’;
Single
Pick;"Which
ofthese
online
shops
have
youbought
something
fromin
the
past12
months?";
Multi
Pick;
Base:
n=90,
Veepee.frshoppers,
n=1003,
online
shoppers,
n=12165,
all
respondentsSources:Consumer
Insights
Global
as
of
August
2023A
relatively
high
share
of
Veepee.fr
shoppers
have
a
college
degreeDemographic
profile:
educationConsumer’s
level
of
educationinFrance29%25%24%24%23%20%19%17%16%
16%16%15%15%15%12%3%3%2%
2%2%1%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
shops
have
youbought
something
fromin
the
past12
months?";
Multi
Pick;
Base:
n=90,
Veepee.frshoppers,
n=1003,
onlineshoppers,
n=12165,
all
respondentsSources:Consumer
Insights
Global
as
of
August
2023Veepee.fr
has
a
larger
share
of
shoppers
with
a
high
income
than
other
onlineshopsDemographic
profile:
incomeShare
ofconsumersinFrance
inthehigh,
middle,andlowthirdsof
monthlyhouseholdgross
incomeBrand
users38%38%24%Category
usersAllrespondents31%36%33%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
shops
have
youbought
something
fromin
the
past
12
months?";
Multi
Pick;Base:n=90,
Veepee.frshoppers,
n=1003,
online
shoppers,
n=12165,
all
respondentsConsumer
Insights
Global
as
of
August
2023Compared
to
other
online
shoppers,
Veepee.fr
shoppers
are
relatively
likely
tolive
in
a
nuclear
familyDemographic
profile:
household
classificationType
of
householdsin
whichconsumersinFrancelive49%35%
35%24%24%19%19%19%12%11%10%
10%10%9%9%2%
2%Other1%
1%Multi-generationalfamily0%0%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenTwo
or
morerelated
adults
household
typesBrand
usersCategory
usersAllrespondents11
Notes:Sources:Typology
based
on’’household
size’’,’’household
constellation’’
and
’’children
under
the
age
of14
in
household’’;
Single
Pick;"Which
ofthese
online
shops
have
youbought
something
fromin
the
past12
months?";
Multi
Pick;Base:
n=90,
Veepee.frshoppers,
n=1003,
online
shoppers,
n=12165,
all
respondentsConsumer
Insights
Global
as
of
August
2023Veepee.fr
shoppers
are
more
likely
to
live
in
cities
with
over
1
million
inhabitantsthan
online
shoppers
in
generalDemographic
profile:
typeofcommunityCommunities
whereconsumersliveinFrance26%26%25%25%24%24%23%23%22%20%19%18%11%6%6%Rural
communitySmall
townMedium-sized
townCategory
usersLarge
cityCitywithover
1million
inhabitantsBrand
usersAllrespondents12
Notes:Sources:’’Inwhat
type
ofcommunity
do
youlive?’’;Single
Pick;
"Which
ofthese
online
shops
have
you
bought
something
fromin
the
past
12
months?";
Multi
Pick;Base:n=90,
Veepee.frshoppers,
n=1003,
online
shoppers,
n=12165,
allrespondentsConsumer
Insights
Global
as
of
August
20234%
of
Veepee.fr
shoppers
consider
themselves
part
of
the
LGBTQ+
communityDemographic
profile:
LGBTQ+LGBTQ+
statusof
consumersinFranceBrand
users4%82%13%11%11%Category
usersAllrespondents7%82%7%82%YesNoWould
rathernot
say13
Notes:Sources:’’Do
youconsider
yourself
partofthe
LGBTQ+community?’’;
Single
Pick;"Which
ofthese
online
shops
have
youbought
something
fromin
the
past12
months?";
Multi
Pick;Base:
n=90,
Veepee.frshoppers,
n=1003,
onlineshoppers,
n=12165,
all
respondentsConsumer
Insights
Global
as
of
August
2023CHAPTER
03Consumer
lifestyle•
Lifevalues•
Main
interests•
Hobbies
&leisure
activities•
Sportsactivities•
SportsfollowedSafety
andsecurity
is
less
important
to
Veepee.fr
shoppers
than
to
other
onlineshoppersConsumer
lifestyle:
lifevaluesMost
important
aspectsof
lifefor
consumersinFrance57%51%
52%47%45%48%48%46%45%40%40%40%34%
34%29%30%28%26%24%16%19%
18%18%16%11%10%8%8%6%4%AhappyrelationshipHavingagood
timeAnhonest
and
Tobesuccessfulrespectable
lifeLearningnew
thingsSafety
andsecuritySocial
justiceMaking
myown
decisionsTraditionsAdvancingmy
careerBrand
usersCategory
usersAllrespondents15
Notes:Sources:’’Outofthe
following
list,
which
are
the
3mostimportant
aspects
toyouin
life?
Pleasechoose
exactly
3.’’;Multi
Pick;"Which
ofthese
online
shops
have
youbought
something
fromin
the
past
12
months?";
Multi
Pick;Base:n=90,
Veepee.frshoppers,
n=1003,
online
shoppers,
n=12165,
all
respondentsConsumer
Insights
Global
as
of
August
2023Health
andfitness
are
relatively
prevalent
interests
of
Veepee.fr
shoppersConsumer
lifestyle:
main
interestsTop10
interestsofVeepee.frshoppersinFrance56%54%53%42%42%
42%47%47%46%45%43%43%42%42%38%37%
37%35%35%34%33%33%31%29%29%28%27%26%17%15%TravelHealth
&fitnessMovies,TVshows&musicHome
&gardenSportsFamily
&parentingFashion&beautyFood
&diningScience
&technologyCareer
&educationBrand
usersCategory
usersAllrespondents16
Notes:Sources:’’Whattopics
are
youpersonally
interested
in?’’;Multi
Pick;"Which
ofthese
online
shops
have
youbought
something
fromin
the
past
12
months?";
Multi
Pick;Base:n=90,
Veepee.frshoppers,
n=1003,
online
shoppers,n=12165,
all
respondentsConsumer
Insights
Global
as
of
August
2023Outdoor
activities
are
a
relatively
popular
hobby
among
Veepee.fr
shoppersConsumer
lifestyle:
hobbies
&leisure
activitiesTop10
hobbiesandleisure
activities
ofVeepee.frshoppersinFrance53%53%53%51%43%41%
42%41%40%40%
39%39%38%37%37%36%29%32%31%30%30%29%29%29%29%28%28%27%23%
23%Cooking/bakingOutdooractivitiesReadingTravelingDoing
sportsandfitnessGardeningandplantsSocializingDIYandarts&craftsPetsBoard
games/cardgamesBrand
usersCategory
usersAllrespondents17
Notes:Sources:’’Whatare
your
personalhobbies
and
activities?’’;Multi
Pick;"Which
ofthese
online
shops
have
youbought
something
frominthe
past12
months?";
Multi
Pick;Base:
n=90,
Veepee.frshoppers,
n=1003,
online
shoppers,n=12165,
all
respondentsConsumer
Insights
Global
as
of
August
2023Veepee.fr
shoppers
are
more
likely
to
go
running
or
jogging
than
other
onlineshoppersConsumer
lifestyle:
sports
activitiesTop10
sports
activitiesofVeepee.frshoppersinFrance30%28%19%18%
19%17%13%
13%12%11%11%11%11%11%10%10%10%10%9%9%8%
8%6%6%6%5%6%5%5%4%HikingRunning/JoggingFitness,aerobics,cardioCyclingSoccerBasketballSwimming/DivingBadmintonDancingYoga
/PilatesBrand
usersCategory
usersAllrespondents18
Notes:Sources:’’Which
ofthese
sports
oractivities
do
youdo
at
leastoccasionally?’’;Multi
Pick;"Which
ofthese
online
shops
have
youbought
something
fromin
the
past
12
months?";
Multi
Pick;Base:n=55,
Veepee.frshoppers,
n=872,online
shoppers,
n=5414,
all
respondentsConsumer
Insights
Global
as
of
August
2023Veepee.fr
shoppers
are
more
likely
to
follow
soccer
than
other
online
shoppersConsumer
lifestyle:
sports
followedTop10
sports
followed
byVeepee.frshoppersinFrance33%24%23%21%18%16%14%12%12%11%11%10%10%9%9%9%9%9%8%8%8%8%7%5%4%
4%3%3%3%3%SoccerTennisRugbyBasketballAthletics(track&field)Swimming/divingCyclingHandballMixedMartial
ArtsVolleyballBrand
usersCategory
usersAllrespondents19
Notes:Sources:’’Inwhich
ofthese
sports
do
youfollow
competitions,
leagues
orteams?’’;Multi
Pick;"Which
ofthese
online
shops
have
you
bought
something
fromin
the
past12
months?";
Multi
Pick;
Base:
n=39,
Veepee.frshoppers,
n=656,online
shoppers,
n=4129,
all
respondentsConsumer
Insights
Global
as
of
August
2023CHAPTER
04Consumer
attitudes•
Attitudestowards
onlineshopping•
Innovation
adoption•
Challenges
facing
thecountry•
Politics20Itstands
out
that
61%
of
Veepee.fr
shoppers
think
that
customer
reviews
on
theinternet
are
very
helpfulConsumer
attitudes:ecommerce
&retailAgreementwithstatements
towards
ecommerce
&retail
inFrance61%60%45%46%44%43%42%35%33%28%24%22%21%19%17%Customer
reviews
on
the
When
IplanamajorWhen
Iorder
anitem,
Iprefer
express
shippingIusuallymanagehabitual
/recurrentorders
directly
viamysmartphone
or
tabletIamexcited
aboutusingAugmented
&VirtualReality
while
shoppinginternet
are
very
helpfulpurchase,Ialwaysdosome
researchon
the
internet
firstBrand
usersCategory
usersAllrespondents21
Notes:Sources:’’Which
ofthese
statements
apply
toyou?’’;
Multi
Pick;"Which
ofthese
online
shops
have
youbought
something
from
in
the
past
12
months?";
Multi
Pick;
Base:
n=90,
Veepee.frshoppers,
n=1003,
online
shoppers,
n=2022,
allrespondentsConsumer
Insights
Global
as
of
August
202322%
of
Veepee.fr
shoppers
are
innovators
orearly
adopters
of
new
productsConsumer
attitudes:innovation
adoptionInnovation
adopter
typesbasedonstatements
towards
innovation
byconsumersinFrance42%
42%37%25%24%
24%24%22%19%17%10%9%3%0%0%InnovatorsEarly
adoptersBrand
usersEarly
majorityCategory
usersLatemajorityLaggardsAllrespondents22
Notes:Sources:Recode
based
on’’Which
ofthese
statements
regardingtechnology
apply
to
you?’’;
Multi
Pick;
"Which
ofthese
online
shops
have
youbought
something
fromin
the
past
12
months?";
Multi
Pick;Base:
n=90,
Veepee.frshoppers,
n=1003,
online
shoppers,
n=12165,
all
respondentsConsumer
Insights
Global
as
of
August
2023A
relatively
high
share
of
Veepee.fr
shoppers
think
that
housing
is
an
issue
thatneeds
to
be
addressedConsumer
attitudes:challenges
facingthecountryThe
10
most
important
issuesfacing
France
accordingtoVeepee.frshoppers76%61%61%58%53%
46%46%52%51%49%48%40%46%44%37%43%43%36%41%41%41%39%39%38%38%37%37%36%34%33%Rising
prices/inflation/cost
of
livingEconomicsituationPovertyHousingHealth
andsocial
securityEnvironment
Unemployment
ClimatechangeEducationCrimeBrand
usersCategory
usersAllrespondents23
Notes:Sources:’’Whatdo
youpersonally
think
are
the
mostimportant
issues
in
yourcountry
ofresidence
that
need
to
be
addressed?’’;MultiPick;"Which
ofthese
online
shops
have
youbought
something
fromin
the
past
12
months?";Multi
Pick;Base:n=90,
Veepee.frshoppers,
n=1003,
online
shoppers,
n=12165,
all
respondentsConsumer
Insights
Global
as
of
August
2023Veepee.fr
shoppers
tend
to
have
moreleft
leaning
political
views
than
otheronline
shoppersConsumer
attitudes:politicsPolitical
attitudes
ofconsumersinFranceBrand
users32%34%16%18%Category
usersAllrespondents24%23%27%27%27%28%22%22%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
shops
have
youbought
something
from
in
the
past12
months?";
Multi
Pick;
Base:
n=90,
Veepee.frshoppers,
n=1003,
online
shoppers,
n=12165,allrespondentsConsumer
Insights
Global
as
of
August
2023CHAPTER
05Marketing
touchpoints•
Internet
usagebydevice•
Social
media
usage•
Media
usagebychannel•
Digitaladvertising
touchpoints•
Non-digital
advertising
touchpointsVeepee.fr
shoppers
access
the
internet
via
a
smart
TV
more
often
than
theaverage
online
shopperMarketing
touchpoints:internet
usagebydeviceDevicesconsumersinFranceuseregularlyto
accesstheinternet98%89%
89%77%71%
70%56%46%
45%43%
43%43%43%34%31%28%
28%29%
29%23%20%19%
18%16%
16%16%15%SmartphoneLaptopTabletDesktop
PCSmart
TVGaming
consoleAllrespondentsSmartwatchSmart
speakers
Streaming
deviceBrand
usersCategory
users26
Notes:Sources:’’Which
ofthese
devices
do
youregularlyuse
with
an
internet
connection?’’;
Multi
Pick;"Which
ofthese
online
shops
have
youbought
something
fromin
the
past12
months?";
Multi
Pick;Base:
n=90,
Veepee.frshoppers,n=1003,
online
shoppers,
n=12165,
all
respondentsConsumer
Insights
Global
as
of
August
2023On
social
media,
Veepee.fr
shoppers
interact
with
companies
more
often
thanother
online
shoppersMarketing
touchpoints:social
media
usageSocial
mediaactivitiesinFrance
by
type63%60%55%
54%52%51%39%44%43%41%32%39%38%
38%38%37%26%
26%33%29%20%20%27%24%23%22%21%18%10%10%14%13%10%10%9%6%Sentprivate
Liked
postsFollowedpeopleCommentedon
postsPostedpictures/videosLikedcompanypostsSharedpostsbyother
usersFollowedcompaniesPosted
texts/statusSharedcompanypostsIhaveonly
Ihaven’t
usedused
social
social
mediamediamessagesbyotherusersupdatespassivelyBrand
usersCategory
usersAllrespondents27
Notes:Sources:’’Which
ofthese
things
have
youdone
onsocial
media
in
the
past
4weeks?’’;
Multi
Pick;
"Which
ofthese
online
shops
have
youbought
something
fromin
the
past
12
months?";
Multi
Pick;Base:
n=90,
Veepee.frshoppers,n=1003,
online
shoppers,
n=12165,
all
respondentsConsumer
Insights
Global
as
of
August
2023Veepee.fr
shoppers
tend
to
read
online
magazines
more
often
than
onlineshoppers
in
generalMarketing
touchpoints:media
usagebychannelType
of
mediaconsumersinFrance
havebeen
using
inthepast4weeks87%
81%80%73%58%58%73%61%69%59%60%60%45%57%45%
44%34%39%36%34%
32%32%28%
24%28%27%Daily26%23%
23%22%20%
15%15%TVDigitalvideocontentRadioMovies
/cinemaOnlinenews
DigitalmusicOnlineMagazinesPodcastsWeeklynewspapers
newspaperswebsitescontentmagazinesBrand
usersCategory
usersAllrespondents28
Notes:Sources:’’Whatkind
ofmedia
have
youused
in
the
past
4weeks?’’;
Multi
Pick;
"Which
ofthese
online
shops
have
you
bought
somethingfromin
the
past
12
months?";
Multi
Pick;Base:n=90,
Veepee.frshoppers,
n=924,
onlineshoppers,
n=6070,
all
respondentsConsumer
Insights
Global
as
of
August
2023Veepee.fr
shoppers
remember
seeing
ads
on
video
streaming
services
moreoften
than
other
online
shoppersMarketing
touchpoints:digitaladvertising
touchpointsTop10
placeswhereVeepee.frshoppersinFrance
havecome
across
digitaladvertisinginthepast4weeks51%43%42%39%38%38%32%32%36%33%30%29%28%25%
25%24%24%23%23%21%19%19%18%18%17%17%15%13%9%
9%Video
portals
Video
streaming
Social
mediaservicesOnlinestoresWebsitesandappsof
brandsSearch
enginesEditorialwebsitesandappsVideo
gamesMusicportalsBlogs/forumsBrand
usersCategory
usersAllrespondents29
Notes:Sources:’’Wherehave
youcomeacrossdigital
advertisements
in
the
past4
weeks?’’;
Multi
Pick;"Which
ofthese
online
shops
have
you
bought
something
fromin
the
past12
months?";
Multi
Pick;
Base:n=90,
Veepee.frshoppers,n=1003,
online
shoppers,
n=12165,
all
respondentsConsumer
Insights
Global
as
of
August
2023Veepee.fr
shoppers
remember
ads
they
got
by
more
often
than
otheronline
shoppersMarketing
touchpoints:non-digital
advertising
touchpointsPlaces
whereconsumersinFrancehavecome
across
non-digital
advertisinginthepast4weeks72%59%57%48%33%42%32%
32%42%30%
30%41%37%22%32%24%
24%23%22%
22%21%19%15%
15%OnTVOnadvertisingspacesDirectly
inthestoreOntheradioBy
mailshot
/
AtthemoviesInprintedmagazinesandjournalsInprinteddailynewspapersadvertisingmail/cinemaon
the
goBrand
usersCategory
usersAllrespondents30
Notes:Sources:’’Wherehave
youcomeacrossnon-digital
advertisements
in
the
past4weeks?’’;
Multi
Pick;"Which
ofthese
online
shops
have
youbought
something
fromin
the
past12
months?";
Multi
Pick;
Base:
n=90,
Veepee.frshoppers,
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