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GLOBALAUTOWHITEPAPER2022
Theroadahead
forfuturecarbuying
/automotive
GlobalAutoWhitePaper2022
02
03Introduction
Part1:
Theevolutionofcarbuying
04
Part2:
Carpurchasedrivers
16
Part3:
TheE-volution
24
36
Summary
37Methodology
GLOBALAUTOWHITEPAPER2022
Inside
04
16
24
Introduction
Overthelastfewyears,theautoindustryhasexperienced
aseriesofchallenges.Throughoutthepandemic,car
manufacturingslowed,supplychainsweredisrupted,andcar
purchasingplummetedacrosstheregions.Consequently,manydealershipswereunderpressuretoclosetheirdoors.However,
morerecently,therehasbeenahugebouncebackindemand,
andcoupledwiththeshortagesassociatedwithmanufacturing,andsupplychainissues,autoretailerswereabletoraisepricestoreflectthisshortsupply,andhighdemand.
Thepandemicescalateddigitaltransformationacrossallsectors,andwithintheautoindustrymanymanufacturersandretailerswereforcedtodigitizealmostimmediatelytobetterservetheircustomersandhelpmaintainsales.Asanindustrythattraditionallyreliedonin-person
transactions,thiswasasignificantshiftin
businessoperationsandhasresultedinmanymoreoptionsforwhere,when,andhow,
consumerscanbuyanew,orusedcar.Fornew-carsales,forexample,Teslahavetransformed
thedirect-to-consumerspace,whilstinused-
carsales,Carvanahaveintroducednewwaystoreachconsumersdirectly,withoutatraditionalcar-dealerexperience.
Intermsofevolvingconsumerneeds,the
EVmarketwitnessedthebiggestincreasein
registrationsin2020.Contributingfactors
includeadropintotalmilesdrivenduetothe
pandemic,theflexibilityofworkingfromhome,andthegrowinginterestinsustainabilityand
environmentalconservationissuesacrosstheregions.Toaccommodatethegrowing
demandforEVs,manyautomanufacturers
areexpandingtheirrangeofEVs,andin
somemarkets,theautoindustryisreceiving
governmentsupportandfundingtotransformthisenvironmentallyconscioussector,
includingtheintroductionanddevelopmentofchargingpointinfrastructures.
WhilstTeslastartedtheprestigeelectriccar
revolutionnearlyadecadeago,almostevery
majorbrandandluxurycarspecialistnow
produceselectriccars,whilststillretaining
theirprestigeappealwhetherit’sthestyling,
interiors,orperformance.
BasedonnewYouGovresearchamong
consumersin18internationalmarkets,this
reportwillexploreifconsumersareadopting
thenewdigitaldisruptorsbyexaminingtheir
pastandfuturecarpurchasebehaviourandtheinterestandappetiteforelectrificationinthe
luxuryandpremiumglobalautomarket.
Pleasenote,oursamplesinEastAsianmarketssuchasChina,HongKong,SingaporeandIndiaarenotallnationallyrepresentative(withsomebeingrepresentativeoftheonlineorurbanpopulation;seemethodologyfordetails)
LEARNMOREABOUTOURDATA
GlobalAutoWhitePaper202203
PART-1
Theevolution
ofcarbuying
UsingYouGovdataweexaminethechannelsofchoiceforglobalconsumers
intheirpastandfuturecarpurchasingjourney.Exploringhowtheymade
theirlastcarpurchase,andwhethertheyintenttostickwiththatapproach,or
adoptanewpathtopurchase.
GlobalAutoWhitePaper202204
Carpurchasingchannelspastandfuture
Lookingatthemostrecentvehiclepurchaseamongglobalconsumers,ourresearchrevealsthattraditionalpurchasingmethodsoutweighdigitaloptions.Almosteightinten(79%)carpurchasersoptedtobuytheirmostrecentvehiclein-
person,comparedto17%whopurchasedonline.
Previouscarpurchaseonlinevs.in-person
Ofallcarbuyersoptingforaface-to-facetransaction,thevastmajorityusedadealership,ratherthanaprivateowner.Amongthedigitaladopters,almostequalproportions
boughtonlinefromamanufacturerwhohasahybrid
approach(sellingbothonlineandin-person),asthosewhoboughtfromcarretailerswhosolelysellonline.
Howpreviousvehiclewaspurchased
Globalcarbuyers
17%
4%
Inperson
Online
79%
Other
Thinkingofyourlastvehiclepurchase,
howdidyoubuyyourcar?
In-personatadealership
In-personfromanowner
Onlinefromacarmanufacturerwhosellsbothonlineandin-person
Onlinecarretailers
OnlinefromacarmanufacturersuchasTeslaorPolestar
Onlineauctionsite
58%
21%
6%5%4%
2%
Thinkingofyourlastvehiclepurchase,howdidyou
buyyourcar?
GlobalAutoWhitePaper202205
Comparinghowglobalconsumershavemadetheirmost
recentcarpurchasebyage,ourresearchconfirmsthatoldercarbuyersprefermoretraditionalbuyingoptions,
whilstyoungerconsumersaremorelikelytoexplore
digitalalternatives.
Howpreviousvehiclewaspurchased–globalcarbuyersbyage
Globaltotal18-2425-3435-4445-5455+
In-personatadealership58%35%43%52%61%74%
In-personfromanowner21%24%26%25%20%16%
Onlinefromacarmanufacturerwhosellsbothonlineandin-person,suchasFord,Honda,
Volkswagen,Toyota,etc.
6%12%8%7%5%3%
Onlinecarretailers5%8%6%5%5%2%
OnlinefromacarmanufacturersuchasTeslaorPolestar(manufacturerthatonlysellscarsonline)
4%7%7%4%2%1%
Onlineauctionsite2%5%4%3%2%1%
Other4%7%5%4%4%3%
Thinkingofyourlastvehiclepurchase,howdidyoubuyyourcar?
FINDOUTHOWOURSOLUTIONSCANHELPYOU
GlobalAutoWhitePaper202206
GlobalAutoWhitePaper2022
07
Lookingtothefuture,areconsumersconsidering
stickingwiththeirpreviouspathtopurchase,
orconsideringnewwaystobuytheircar?
Adigitaltransitionforcarbuyers
Inrecentyearswehaveseenaninfluxofdigitaldisruptersunbalancingthevehiclepathtopurchasestatusquo.
YouGovresearchexploreswhetherglobalconsumersare
likelytoembracethesenewmethodsinthefuture,andifso,towhatextent?
Theglobaldatashowsthatthevastmajority(68%),of
futurecarbuyerswouldstillconsiderbuyingin-personatadealership,andjustoverathird(34%)wouldconsiderbuyingin-personprivately.Ontheotherhand,overone
infive(21%)wouldalsoconsiderbuyingfromanonline
carmanufacturerthatoffersbothphysical,aswellas
onlinepurchaseoptions,givingcustomersthefreedomtoapproachthecarbuyingprocessinthewaythatworksbestforthem.Lookingatotherpathtopurchaseoptionsweseedigitalplayingabiggerrole,15%ofglobalconsumerswouldpurchasefromanautoretailersuchasCarvana,Vroom,orCazoo,and13%fromamanufacturerthatonlysellscars
onlinesuchasTeslaorPolestar.
Howwouldyouconsiderpurchasingyournextvehicle
Globaltotal
80
70
60
50
40
30
20
10
0
68%
34%
21%
15%
13%
8%
3%
Onlinefroma
carmanufacturer
Onlinefroma
carmanufacturer
suchasTesla
orPolestar,
(manufacturer
thatonlysellscars
online)
Onlinecar
manufacturers
OnlineauctionsiteOther
In-personatadealership
In-personfroman
owner
whosellsboth
onlineandin-
person,such
asFord,Honda,
Volkswagen,
Toyota,etc.
80
70
60
50
40
30
20
10
0
Whichofthefollowingoptionswouldyouconsiderpurchasingforyournextvehiclepurchase?
GlobalAutoWhitePaper2022
08
So,whichconsumerspreferthetraditionalmethods
andwhichareembracingthenewpathstovehiclepurchase?
Traditionalmethodsofvehiclepurchasemorepopularwitholderconsumers
Aswehaveseenearlier,in-persondealershipsremaina
crucialtouchpointinthevehiclepurchasejourney,andthisisevenmoreimportantforoldercarbuyers.
YouGovdatarevealsthatsevenintenfuturecarbuyersaged45-54wouldprefertheface-to-faceinteractionandthe
reassuranceofin-persondealerships,increasingtomore
thaneightintenamongthoseagedover55.Comparing
otheralternativepurchasemethodsamongst55-year-olds,theyarelesslikelytoconsideranyotheroption,suggestingagreaterrelianceonthistraditionalbrickandmortarmethod.
SPEAKTOARESEARCHER
unchurey
Howconsumerswouldconsiderpurchasingtheirnextvehicle
Global,byage
In-personatadealership
Globaltotal
18-24
25-34
35-44
45-54
55+
Onlinecarretailer
68%
53%
58%
63%
72%
82%
Globaltotal15%
18-2418%
25-3419%
35-4418%
45-5416%
55+10%
Onlinefromacarmanufacturerwhosellsbothonlineandin-person,suchasFord,Honda,etc.
Globaltotal21%
18-2424%
25-3425%
35-4422%
45-5420%
55+15%
In-personfromanowner
Globaltotal
18-24
25-34
35-44
45-54
34%
41%
38%
36%
32%
26%
55+
Onlineauctionsite
Globaltotal8%
18-2411%
25-3412%
35-4410%
45-547%
55+4%
OnlinefromacarmanufacturersuchasTeslaor
Polestar,(manufacturerthatonlysellscarsonline)
Globaltotal13%
18-2417%
25-3418%
35-4415%
45-5413%
55+6%
Whichofthefollowingoptionswouldyouconsiderforyournextvehiclepurchase?
GlobalAutoWhitePaper202209
Overthelasttwoyears,theautoindustryhasexperiencedagreatdealofdisruption.Atthebeginningofthepandemic,manydealershipswerepressuredtoclosetheirdoors,
andforanindustrythathistoricallyreliedonin-persontransactions,theyhadtoevolveandacceleratetodigitaloptionsatpace.Butwhatgroupsaremoreinterestedinthesenewdigitalapproaches?Andwhichmarketsareaheadofthegameintermsofdigitaltransactionswithintheautosector?
Youngerhappiertoshuntheshowrooms
Exploringtheonlinepathtopurchase,ourresearchrevealsthatyoungergenerationsarehappytoskiptheshowroomexperienceandjumponline.Asdigitalnativeswhoareusedtodoingalmosteverythingonline,purchasingbigticket
itemssuchascarsisnoexception.Under44-year-oldsaremorelikelythantheiroldercounterpartstoconsiderpurchasingtheirnextvehicleonline,andtheirlevelofenthusiasmforonlineonlycarbrandsisalsoevident.
LEARNMOREABOUTOURDATA
Physicalmattersacrossmostcountries
Lookingatfuturepotentialvehiclepurchasingmethods,
weseesomedifferencesemergebycountry.Focussing
onthemostpopularmethodsofcarbuying,YouGov
datashowsthatDenmarkandGreatBritainoverindex
formoretraditionalapproaches:withmorethaneightin
tenconsideringbuyingtheirnextvehiclein-personata
dealership.Poland,wherecarownershipandthesecond-
handcarmarketingeneralisstrong,recordsthehighest
levelofpotentialface-to-faceprivatetransactions,butlowerlevelsofface-to-facedealershipconsideration.PolandandChinaaretheonlytwocountrieswhereprivatepurchasingishigherthanviaadealership.
unchurey
GlobalAutoWhitePaper202210
In-personfuturecarpurchaseconsideration
Global,bycountry
In-personfromanowner
34%global
In-personatadealership
68%global
GreatBritain
82%
28%
Germany
75%
27%
France
71%
24%
Italy
78%
30%
Denmark
83%
19%
Sweden
75%
31%
Spain
24%
Poland
45%
64%
UnitedStates
36%
Mexico
63%
34%
UnitedArabEmirates
48%
36%
India
50%
25%
Australia
76%
76%
70%
39%
China
40%
55%
Indonesia
68%
42%
HongKong
63%
29%
Singapore
69%
21%
Canada
78%
32%
Whichofthefollowingoptionswouldyouconsiderpurchasingforyournextvehiclepurchase?
GlobalAutoWhitePaper202211
Click
drive
Zoominginondigitalapproaches,carbuyersarenow
facedwitharangeofdigitalchoiceswhenitcomesto
vehiclebuyingsuchasdirecttotheconsumerviathecar
manufacturerwhoonlysellonline,orviaonlineonlycar
retailers.ThepandemicsawtheriseofanewbreedofonlineusedcarretailerssuchasUK-basedCinch,andCarvana
intheUSthatenableshopperstobuy,partexchange,andfinanceusedvehiclesfromthecomfortoftheirownhome.
Teslaflippedcarbuyingonitsheadbyforegoingdealershipsandsellingitselectriccarsdirectlytocustomers,whocan
custom-ordervehiclesonlineandreceivedeliverytotheir
doorsteps.Inaddition,manycarmanufacturersincluding
Ford,Honda,Volkswagenetc.,havetransformedtheirdigitalofferingtoservecarbuyersonline,aswellasin-person.
FINDOUTHOWOURSOLUTIONSCANHELPYOU
GlobalAutoWhitePaper202212
Directtoconsumer
Whilstmanyconsumersstillprefertosee,touch,anddriveacarbeforebuying,someconsumersarewaryoftheface-tofacesalesnegotiatingprocess,whichistypicallypartofthein-personvehiclepurchasingprocess.Buyingonline
fromacarmanufacturerwhooperatesinboththephysical,andonlinespace,allowscarbuyerstoby-passthis.The
pandemichasalsoacceleratedtherangeofe-commercesolutionsnowavailabletocarbuyers,andtherangeof
potentialdigitalapproachestopurchasevariessignificantlybyregionandcountry.
YouGovresearchrevealsthatGreatBritain,US,India,and
Chinaregisterthehighestproportionofcarbuyerswho
wouldconsiderbuyingfromanonlinecarmanufacturerthatoffersbothaphysical,andonlineoption.Ontheotherhand,UAE,HongKong,andIndia,havethehighestproportionofcarbuyerswhowouldconsiderpurchasingfromanonlineonlymanufacturersuchasTesla.
SPEAKTOARESEARCHER
unchurey
GlobalAutoWhitePaper202213
In-personfuturecarpurchaseconsideration
Global,bycountry
Onlinefromacar
manufacturerwhosellsbothonlineandin-person
Onlinecarretailers
Onlinefromacar
manufacturerthatonlysellscarsonline
Onlineauctionsite
21%global
15%global
13%global
8%global
GreatBritain
18%
13%
6%
Germany
21%
13%
14%
6%
France
17%
16%
5%
4%
Italy
13%13%
7%
5%
26%
Mexico
20%
10%
10%
6%
UnitedArabEmirates
22%
16%
20%
15%
India
25%
18%
19%
9%
Australia
16%
11%
23%21%
Denmark
10%
6%
8%
5%
China
14%
14%
9%
29%
Sweden
21%
14%
13%
12%
Spain
13%
10%
5%
Poland
13%
7%
12%
UnitedStates
18%
18%
21%
15%
8%
25%
Indonesia
19%
12%
10%
11%
HongKong
23%
20%
20%
12%
Singapore
22%
17%
17%
7%
Canada
18%
12%
12%
6%
Whichofthefollowingoptionswouldyouconsiderpurchasingforyournextvehiclepurchase?
GlobalAutoWhitePaper202214
Onlinecar
retailersappeal
toAmericans
andAustralians
Intermsofe-commerce,usedcarshavebeenaheadofnewcarsinthetransitiontoonlinesales,andmorerecently,theemergenceofonlineusedcardisrupterssuchasCinch,
andCarvanaintheUS-offeringcustomersthetimesavingbenefitsofbuyingonline.OurresearchrevealsthatpotentialcarbuyersinAustraliaandtheUSscoremosthighlyfor
futurevehiclepurchasefromacarretailer,closelyfollowedbyHongKong.Interestingly,theusedcarmarketinAustraliahasseensignificantgrowthinrecentyears,potentially
drivenbyanincreaseinthemillennialpopulationandthe
growthofonlinebuyingoptionsusedvehicles–coupledwithsupplychainproblemsfornewcarstriggeredbythepandemic,whichsignificantlyincreasedtheaveragewaittimefornewcardeliveries.
Whilstlessthanoneintenglobalcarbuyersarepotentially
consideringpurchasingtheirnextvehiclefroman
onlineauctionsite,carbuyersinUAE,Sweden,andPolandhaveahigherconsiderationforthisroutetopurchase
thanothermarkets.
unchurey
GlobalAutoWhitePaper202215
PART-2
Carpurchase
drivers
Inthisnextsectionwedelveintothefactorsthatareimportantwhen
purchasingcars,andwhatdriveschoice.Whethercarbuyersareconsidering
purchasinganeworusedcar,reviewingonlineorin-personoptions,whatare
thekeyfactorsthatareimportantindecidingwheretobuy?
GlobalAutoWhitePaper202216
Priceiskey
Whenconsideringvehiclepurchases,ourresearchrevealsthatfindingthebestpriceisthetopinfluencingfactorfor
morethansixintenfutureglobalcarbuyers,withtheabilitytosee/testdriveavehiclebeforebuyinginsecondposition(56%).Otherfinanciallymotivatedfactorsofimportancearetheabilityto‘trade-in’currentvehicletoreceivemoneyofftheinitialoutlay(35%),andtheabilitytotakeoutafinancearrangementwiththesamecompanytheyarebuyingfrom.
After-careserviceisdeemedappealingtothreeinten
globalcarbuyersand,whilstasimilarproportionwelcometheopportunitytodealwithlivesalesassociates,aroundoneintenwouldprefertoavoidpricenegotiationsor
interactionswithsales.
EXPLOREMOREDATA
Factorsimportantindeterminingwheretopurchasefuturevehicle
Global
61%
Findbestprice
56%
Abilitytosee/testdrivevehicle
35%
Abilitytotradeincurrentvehicle
Receive1st-ratecustomerservicepostpurchase
30%
Abilitytomeetlivesalesassociate
29%
AbilitytotakeoutafinancearrangementwiththesamecompanyIpurchasedthecarfrom
Abilitytoshoparoundfromhome
Abilitytohavevehicledeliveredtome
21%
19%
13%
Avoidingpricenegotiations
11%
Avoidingsalesassociateinteractions
8%
Thinkingaboutyourmostrecent,oryournextvehiclepurchase,whichfactorsareimportanttoyouin
determiningwhereyoupurchaseyourvehicle?
GlobalAutoWhitePaper202217
Whenweexplorecarpurchasedriversinmoredetail,
YouGovdatarevealssomedifferencesinprioritiesamongthoseconsideringbuyingonline,andthosepurchasingface-to-face.
Gettingthebestdealrankstopacrossallchannelstopurchase
Whenreviewingthefactorsofimportanceforfuturecar
buyersbypurchasingmethods,thereisnota‘onesizefitsall’approach.However,findingthebestpriceisthenumberonepriorityforallglobalpotentialcarbuyersirrelevantofthe
typeofpurchasingchanneltheyareconsidering,although,priceisslightlymoreimportantforthoseconsideringin-
persontransactions.Inaddition,giventheconsiderable
outlayofbuyingacar,financedealsarealsopopularamongafifthofglobalcarbuyers,andthoseconsideringanonlinepurchasefromacarmanufactureraremoreinterestedin
takingoutafinanceagreementwiththesamemanufacturerthancarbuyersusingotherchannels.
Forsomecarbuyers,thenegotiationprocessandhagglingforthebestdealmayseempartandparcelofthecarbuyingexperience,andourdatashowsthattheabilitytomeet
livesalesassociatesisofgreaterimportanceforglobal
carbuyersoptingforin-personmethodsoffuturevehiclepurchase.Ontheotherhand,theavoidanceofsalespeopleandpricenegotiationsisahigherpriorityforthose
consideringonlinepurchases,optingforahasslefree,moresimplisticpurchasingmodel.
LEARNMOREABOUTOURDATA
Factorsimportantindeterminingwheretopurchasefuturevehiclebyfuturecarpurchasechannel
Globaltotal
In-personatadealership
In-person
froman
owner
OnlineCar
retailers
Onlinefroma
carmanufacturer
suchasTeslaor
Polestar,
Onlinefromacarmanufacturerwhosellsboth
onlineandin-person
Onlineauctionsite
Findbestprice
61%
67%
69%
66%
57%
64%
57%
Abilitytosee/testdrivevehicle
56%
64%
63%
56%
53%
59%
49%
Abilitytotradeincurrentvehicle
35%
41%
31%
37%
35%
39%
30%
Receive1st-ratecustomerservicepostpurchase
30%
34%
27%
31%
33%
35%
26%
Abilitytomeetlivesalesassociate
29%
32%
31%
24%
23%
25%
26%
Abilitytotakeoutafinance
arrangementwiththesame
companyIpurchasedthecarfrom
21%
23%
20%
27%
30%
28%
25%
Abilitytoshoparoundfromhome
19%
20%
20%
33%
32%
30%
30%
Abilitytohavevehicledeliveredtome
13%
12%
14%
26%
27%
23%
27%
Avoidingpricenegotiations
11%
10%
12%
20%
22%
19%
20%
Avoidingsalesassociate
interactions
8%
7%
10%
17%
21%
15%
18%
Thinkingaboutyournextvehiclepurchase,whichfactorsareimportanttoyouindetermining
whereyoupurchaseyourvehicle?
GlobalAutoWhitePaper202218
Manyonlinecarbuyingplatformsshowthepriceof
thecaralongsidetrade-inandfinanceoptions.
Thisenablesonlinecarretailerstoplayonalevel
playingfieldwiththeirphysicalcounterpartswithout
theface-to-facesalesinteraction,negotiations,and
hagglingonpricethatsomecarbuyersdislike.In
addition,toensuretrade-indealsarecompetitive,
consumerscanalsouseonlinecomparisonsitesto
getquickandeasyvaluationswhichreassurethem
thattheyaregettingthebesttrade-indeal.
Speaktosales
Launchasurvey
Discoverlivingdata
GlobalAutoWhitePaper202219
Drive
buy
56%ofglobalcarbuyersconsiderthetestdriveexperiencetobeanimportantfactorwhenconsideringtheirpurchase.
Testdrivingisthesecondmostpopularprioritybehindpriceandrisestoaroundsixintenamongcarbuyersconsideringanin-personpurchasingoption.
Thoseconsideringpurchasingtheirvehicleeitheronline
fromacarmanufacturer,anonlinecarretailer,oran
onlineauctionareslightlylessinterestedinatestdrive.
Nevertheless,toovercomethechallengeofthe‘test-drive’experience,someonlineautogroupsareoffering‘trial
ownership’arrangements,offeringbuyingaperiodtotry
outthecar,alongwithaneasyreturnsprocess.
FINDOUTHOWOURSOLUTIONSCANHELPYOU
GlobalAutoWhitePaper202220
onlinecarbuying
Onlinecarplatformsoffertheflexibilityforconsumersto
buyacarfromthecomfortoftheirownhome,andYouGovdatashowsthatfutureglobalcarbuyersconsideringonlinepurchasingmethodsaremoreattractedbyconvenience
thanthoseselectingface-to-faceapproaches.Asignificantlyhigherproportionofcarbuyersconsideringusingonlinecarretailers,purchasingonlinefromacarmanufacturer,oronlineauctionsitearemorelikelytoprioritisefactorssuchasthe
abilitytoshoparoundfromhome,andtheabilitytohavetheirvehicledeliveredtothedoorthanconsumersselectingface-to-facepurchasingoptions.
Whilstweareseeinggrowinginterestincarbuyersembracingthedigitalpathtopurchasesomearestillholdingback.Whatareglobalconsumers’attitudestoonlinecarretailers?
unchurey
GlobalAutoWhitePaper202221
Theeducation
challeng
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