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CONSUMERS&BRANDSOnline
ticket
booking:
Showticusers
in
SwedenConsumer
InsightsSeptember2023Consumer
Insights
GlobalsurveyIntroductionReport
overviewGlobalsurveymethodology(1)Design:OnlineSurvey,
splitquestionnaire
designThisreport
offers
thereader
acomprehensiveoverview
ofShowtic
users
inSweden:
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
tobenchmark
Showticusers
inSweden
(’’brandusers’’)againstSwedish
onlineticket
bookers
ingeneral(’’category
users’’),
and
theoverall
Swedish
onliner,labelled
as’’all
respondents’’
inthe
charts.Region:
56countriesNumberof
respondents:•
12,000+
forcountries
with
theextended
survey(including
Sweden)•
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
September
2023Sources:CHAPTER
01Management
summary•
Brand
usage•
Key
insightsShowtic
is
the
seventh
most
used
ticket
portal
in
Sweden
with
Ticketmaster
infirst
placeManagement
summary:
brandusageand
competitionTop10
most
used
ticketportals
inSwedenTicketmasterLiveNationTickster57%27%27%AXS13%12%12%Biljett
NuEventimShowtic9%8%8%7%BilletoKulturbiljetterEasyTic4Notes:"Which
ofthese
online
providershave
you
bought
event
tickets
from(website
orapp)
in
the
past12
months?";
Multi
Pick;Base:n=565,
online
ticket
bookersConsumer
Insights
Global
as
of
September
2023Sources:The
share
of
online
ticket
bookers
using
Showtic
declined
by2
percentagepoints
since
Q1
of
2021Management
summary:
brandusagetimelineTimeline
of
online
ticketbookersusing
Showtic11%10%9%8%8%8%7%2021
Q12021
Q22022
Q22022
Q32022
Q42023
Q12023
Q25Notes:"Which
ofthese
online
providershave
you
bought
event
tickets
from(website
orapp)
in
the
past12
months?";
Multi
Pick;Base:n=31
-
52
Showtic
users,n=315
-
565
online
ticket
bookersConsumer
Insights
Global
as
of
September
2023Sources:Showtic
users
in
SwedenManagement
summary:
key
insightsDemographic
profileConsumerlifestyleConsumerattitudesMarketing
touchpointsShowtic
ismore
popularamongMillennials
thanother
ticket
portals.Making
theirown
decisions
islessimportant
to
Showtic
users
thantoother
onlineticket
bookers.Itstands
out
that46%
ofShowtic
usersgladlypayforservices
thatmakelifemore
convenient.Showtic
users
access
the
internet
viaatabletmore
often
thantheaverageonlineticket
booker.Showtic
ismore
popularamong
femaleonlineticket
bookers
thanmaleonlineticket
bookers.Artsandliterature
arerelativelyprevalent
interests
of
Showticusers.23%
ofShowtic
users
areinnovators
orearly
adoptersof
new
products.Onsocial
media,
Showtic
usersinteractwith
companies
more
often
than
otheronlineticket
bookers.Showtic
hasalarger
shareof
users
with
Meditation
or
wellness
are
relativelyArelatively
highshare
ofShowtic
usersthink
thateducation
isanissuethatneeds
to
beaddressed.ahighincome
than
other
ticket
portals.popularhobbiesamong
Showtic
users.Showtic
users
remember
seeing
adsinnewsletters
more
often
thanotheronlineticket
bookers.Showtic
users
aremore
likely
toliveinlarge
citiesthanonline
ticketbookers
ingeneral.6Sources:Consumer
Insights
Global
as
of
September
2023CHAPTER
02Demographic
profile•
Generations•
Gender•
Education•
Income•
Household
classification•
Typeofcommunity•
LGBTQ+Showtic
is
more
popular
amongMillennials
than
other
ticket
portalsDemographic
profile:
generationsAgeof
consumersinSwedenBrand
users10%46%37%8%Category
usersAllrespondents16%36%36%12%20%35%32%12%Generation
ZMillennialsGeneration
XBaby
Boomers8Notes:’’Howoldareyou?’’;
Single
Pick;"Which
ofthese
online
providershave
youbought
event
tickets
from(website
orapp)
in
the
past12
months?";
Multi
Pick;
Base:
n=52,
Showtic
users,n=565,
online
ticket
bookers,n=12167,
allrespondentsSources:Consumer
Insights
Global
as
of
September
2023Showtic
is
more
popular
amongfemale
online
ticket
bookers
than
male
onlineticket
bookersDemographic
profile:
genderGenderofconsumersinSwedenBrand
users37%63%Category
usersAllrespondents45%55%50%50%MaleFemale9Notes:’’Whatis
yourgender?’’;
Single
Pick;"Which
ofthese
online
providers
have
youbought
eventtickets
from
(website
orapp)
in
the
past
12
months?";
Multi
Pick;Base:n=52,
Showtic
users,n=565,
online
ticket
bookers,
n=12167,all
respondentsSources:Consumer
Insights
Global
as
of
September
2023A
relatively
high
share
of
Showtic
users
have
a
college
degreeDemographic
profile:
educationConsumer’s
level
of
educationinSweden50%27%24%
24%21%21%17%17%16%15%13%12%12%10%10%6%3%2%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
have
youboughteventtickets
from(website
orapp)
in
the
past
12
months?";
Multi
Pick;Base:
n=52,
Showtic
users,n=565,
online
ticket
bookers,
n=12167,
all
respondentsConsumer
Insights
Global
as
of
September
2023Showtic
has
a
larger
share
of
users
with
a
high
income
than
other
ticket
portalsDemographic
profile:
incomeShare
ofconsumersinSweden
inthehigh,
middle,
andlowthirdsofmonthly
householdgross
incomeBrand
users57%17%26%Category
usersAllrespondents46%30%23%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
providershave
youbought
event
ticketsfrom(website
orapp)
in
the
past12
months?";
Multi
Pick;
Base:
n=52,
Showtic
users,n=565,
online
ticket
bookers,n=12167,allrespondentsConsumer
Insights
Global
as
of
September
2023Compared
to
other
online
ticket
bookers,
Showtic
users
are
relatively
likely
tolive
in
a
single
parent
householdDemographic
profile:
household
classificationType
of
householdsin
whichconsumersinSweden
live31%31%29%27%27%26%24%23%21%13%10%
10%9%7%4%3%2%2%1%1%0%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalfamilyTwo
or
morerelated
adults
household
typesOtherBrand
usersCategory
usersAllrespondents12
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=52,
Showtic
users,n=565,
online
ticket
bookers,
n=12167,
all
respondentsConsumer
Insights
Global
as
of
September
2023Showtic
users
are
more
likely
to
live
in
large
cities
than
online
ticket
bookers
ingeneralDemographic
profile:
typeofcommunityCommunities
whereconsumersliveinSweden63%48%42%29%28%21%18%14%13%11%9%2%Rural
communitySmall
townMedium-sized
townLarge
cityBrand
usersCategory
usersAllrespondents13
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=52,
Showtic
users,n=565,
online
ticketbookers,
n=12167,
all
respondentsConsumer
Insights
Global
as
of
September
20238%
of
Showtic
users
consider
themselves
part
of
the
LGBTQ+
communityDemographic
profile:
LGBTQ+LGBTQ+
statusof
consumersinSwedenBrand
users8%87%6%4%Category
usersAllrespondents11%85%9%82%9%YesNoWould
rathernot
say14
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=52,
Showtic
users,n=565,
online
ticket
bookers,
n=12167,
all
respondentsConsumer
Insights
Global
as
of
September
2023CHAPTER
03Consumer
lifestyle•
Lifevalues•
Main
interests•
Hobbies
&leisure
activities•
Sportsactivities•
SportsfollowedMakingtheir
own
decisions
is
less
important
to
Showtic
users
than
to
otheronline
ticket
bookersConsumer
lifestyle:
lifevaluesMost
important
aspectsof
lifefor
consumersinSweden71%60%59%51%50%47%44%41%38%39%36%36%
36%35%27%27%30%25%25%23%22%14%12%10%8%8%
8%8%6%
5%Safety
andsecurityAhappyrelationshipAnhonest
andrespectable
lifeHavingagood
timeLearningnew
thingsSocial
justiceMaking
myown
decisionsTobesuccessfulTraditionsAdvancingmy
careerBrand
usersCategory
usersAllrespondents16
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=52,
Showtic
users,n=565,
online
ticket
bookers,
n=12167,
all
respondentsConsumer
Insights
Global
as
of
September
2023Arts
andliterature
are
relatively
prevalent
interests
of
Showtic
usersConsumer
lifestyle:
main
interestsTop10
interestsofShowtic
usersinSweden75%73%68%54%63%60%59%57%49%48%46%46%46%44%44%42%41%32%40%32%38%37%36%32%28%35%32%31%30%21%Movies,TVshows&musicTravelFood
&diningHealth
&fitnessArts&literatureHistoryHome
&gardenSportsPolitics&societyandcurrentworld
eventsFinance&economyBrand
usersCategory
usersAllrespondents17
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=52,
Showtic
users,n=565,
onlineticket
bookers,n=12167,
all
respondentsConsumer
Insights
Global
as
of
September
2023Meditation
or
wellness
are
relatively
popular
hobbies
among
Showtic
usersConsumer
lifestyle:
hobbies
&leisure
activitiesTop10
hobbiesandleisure
activities
ofShowtic
usersinSweden67%63%62%58%58%58%57%54%50%46%45%44%43%43%41%41%40%37%
33%31%35%34%33%29%24%23%23%20%19%19%TravelingSocializingCooking/bakingDoing
sportsandfitnessOutdooractivitiesReadingMeditation/wellnessPhotographyPetsBoard
games/cardgamesBrand
usersCategory
usersAllrespondents18
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=52,
Showtic
users,n=565,
onlineticket
bookers,n=12167,
all
respondentsConsumer
Insights
Global
as
of
September
2023Showtic
users
are
more
likely
to
go
cycling
than
other
online
ticket
bookersConsumer
lifestyle:
sports
activitiesTop10
sports
activitiesofShowtic
usersinSweden38%37%37%35%26%25%24%24%23%21%21%18%17%17%15%15%15%15%13%13%12%11%9%9%8%8%7%6%5%5%CyclingFitness,aerobics,cardioHikingRunning/JoggingDancingSwimming/DivingBadmintonSoccerYoga
/PilatesGolfBrand
usersCategory
usersAllrespondents19
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=34,
Showticusers,n=309,
online
ticket
bookers,n=5219,
all
respondentsConsumer
Insights
Global
as
of
September
2023Showtic
users
are
more
likely
to
follow
ice
hockey
than
the
average
onlinerConsumer
lifestyle:
sports
followedTop10
sports
followed
byShowtic
usersinSweden29%29%27%22%22%17%16%15%15%12%12%12%12%10%10%9%9%7%7%6%5%5%5%4%4%3%3%
3%3%2%IceHockeySoccerAthletics(track&field)HandballSwimming/divingBasketballGolfTennisBoxingGymnasticsBrand
usersCategory
usersAllrespondents20
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=24,Showtic
users,n=224,
online
ticket
bookers,
n=3856,
all
respondentsConsumer
Insights
Global
as
of
September
2023CHAPTER
04Consumer
attitudes•
Attitudestowards
services•
Innovation
adoption•
Challenges
facing
thecountry•
Politics21Itstands
out
that
46%
of
Showtic
users
gladly
pay
forservices
that
make
lifemore
convenientConsumer
attitudes:services
&eservicesAgreementwithstatements
towards
services&eservicesinSweden50%46%43%39%35%30%29%25%23%20%18%18%8%7%5%Ilikeorganizing
mylifethroughmy
smartphone
services
thatmakemylifemore
convenientIgladlypayforIprefer
touseserviceswhere
Icanhaveapersonal
contactIamoften
frustratedbyunexpected
extrafees
attheend
ofaservice
bookingI’moften
unsatisfiedwith
servicesBrand
usersCategory
usersAllrespondents22
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=52,
Showtic
users,n=565,
online
ticketbookers,
n=2032,
all
respondentsConsumer
Insights
Global
as
of
September
202323%
of
Showtic
users
are
innovators
or
early
adopters
of
new
productsConsumer
attitudes:innovation
adoptionInnovation
adopter
typesbasedonstatements
towards
innovation
byconsumersinSweden39%38%37%26%25%24%24%23%20%16%15%11%1%1%0%InnovatorsEarly
adoptersBrand
usersEarly
majorityCategory
usersLatemajorityAllrespondentsLaggards23
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=52,
Showtic
users,n=565,
online
ticket
bookers,n=12167,
all
respondentsConsumer
Insights
Global
as
of
September
2023A
relatively
high
share
of
Showtic
users
think
that
education
is
an
issue
thatneeds
to
be
addressedConsumer
attitudes:challenges
facingthecountryThe
10
most
important
issuesfacing
Sweden
accordingtoShowtic
users66%61%61%60%60%53%52%47%50%46%45%42%40%33%40%38%33%39%33%38%38%37%34%31%34%32%31%31%24%21%CrimeRising
prices/inflation/cost
of
livingEducationEconomicsituationEnvironment
ClimatechangeHealth
andsocial
securityImmigrationCivilrightsUnemploymentBrand
usersCategory
usersAllrespondents24
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=52,
Showtic
users,n=565,
online
ticket
bookers,n=12167,
all
respondentsConsumer
Insights
Global
as
of
September
2023Compared
to
other
online
ticket
bookers,
Showtic
users
tend
to
have
centristpolitical
viewsConsumer
attitudes:politicsPolitical
attitudes
ofconsumersinSwedenBrand
users27%31%38%4%Category
usersAllrespondents32%24%35%9%26%26%34%15%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
providershave
youbought
eventtickets
from(website
orapp)
in
the
past
12
months?";
Multi
Pick;Base:n=52,
Showtic
users,
n=565,
online
ticket
bookers,
n=12167,
all
respondentsConsumer
Insights
Global
as
of
September
2023CHAPTER
05Marketing
touchpoints•
Internet
usagebydevice•
Social
media
usage•
Media
usagebychannel•
Digitaladvertising
touchpoints•
Non-digital
advertising
touchpointsShowtic
users
access
the
internet
via
a
tablet
more
often
than
the
averageonline
ticket
bookerMarketing
touchpoints:internet
usagebydeviceDevicesconsumersinSwedenuseregularly
toaccesstheinternet96%94%92%82%
81%75%71%69%67%64%60%58%56%47%45%42%40%38%37%
37%35%32%31%26%25%24%19%SmartphoneLaptopTabletSmart
TVStreaming
deviceCategory
usersDesktop
PCGaming
consoleSmartwatchSmart
speakersBrand
usersAllrespondents27
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=52,Showtic
users,n=565,
online
ticket
bookers,
n=12167,
all
respondentsConsumer
Insights
Global
as
of
September
2023On
social
media,
Showtic
users
interact
with
companies
more
often
than
otheronline
ticket
bookersMarketing
touchpoints:social
media
usageSocial
mediaactivitiesinSweden
by
type85%79%78%66%75%64%71%63%61%51%62%60%57%46%54%51%39%48%42%31%39%29%38%34%36%23%35%28%21%14%7%6%
5%6%1%0%Liked
posts
Sentprivate
CommentedLikedcompanypostsFollowedpeoplePostedpictures/videosPosted
texts/statusFollowedcompaniesSharedcompanypostsSharedpostsbyother
usersIhaveonly
Ihaven’t
usedused
social
social
mediamediabyotherusersmessageson
postsupdatespassivelyBrand
usersCategory
usersAllrespondents28
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=52,Showtic
users,n=565,
online
ticket
bookers,
n=12167,
all
respondentsConsumer
Insights
Global
as
of
September
2023Showtic
users
tend
to
read
magazines
more
often
than
online
ticket
bookers
ingeneralMarketing
touchpoints:media
usagebychannelType
of
mediaconsumersinSweden
havebeen
using
inthepast4weeks88%85%83%71%82%82%75%72%76%75%62%73%59%70%68%57%67%56%44%57%55%55%42%31%40%39%38%32%30%20%28%19%14%DigitalvideocontentRadioTVDigitalmusic
OnlinenewsMovies
/cinemaMagazinesPodcastsDailynewspapersOnlinemagazinesWeeklynewspaperscontentwebsitesBrand
usersCategory
usersAllrespondents29
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=33,
Showtic
users,n=281,
online
ticket
bookers,
n=6071,
all
respondentsConsumer
Insights
Global
as
of
September
2023Showtic
users
remember
seeing
ads
in
newsletters
more
often
than
otheronline
ticket
bookersMarketing
touchpoints:digitaladvertising
touchpointsTop10
placeswhereShowtic
usersinSweden
havecome
across
digitaladvertisinginthepast4weeks71%62%55%54%52%52%46%44%43%43%42%41%38%33%33%31%29%29%
28%21%28%28%26%22%24%24%19%19%18%14%Social
media
Search
engines
OnlinestoresNewslettersMusicportalsVideo
portalsVideo
gamesOtherappsBlogs/forumsEditorialwebsitesandappsBrand
usersCategory
usersAllrespondents30
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=52,Showtic
users,n=565,
online
ticket
bookers,
n=12167,
all
respondentsConsumer
Insights
Global
as
of
September
2023Showtic
users
remember
ads
they
got
by
more
often
than
other
onlineticket
bookersMarketing
touchpoints:non-digital
advertising
touchpointsPlaces
whereconsumersinSwedenhave
come
across
non-digital
advertisinginthepast4weeks65%65%53%63%54%54%52%
52%48%44%44%42%40%39%38%37%25%34%31%30%30%24%22%17%By
mailshot
/advertisingmailOnTVOnadvertisingspacesOntheradioDirectly
inthestoreInprintedmagazinesandjournalsInprinteddailynewspapersAtthemovies/cinemaon
the
goBrand
usersCategory
usersAllrespondents31
Notes:Sources:’’Wherehave
youcomeacrossnon-digital
advertisements
in
the
past4weeks?’’;
Multi
Pick;"Which
ofthese
online
providershave
you
bought
event
tickets
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