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CONSUMERS&BRANDSLaptops:
Hansung
ownersinKoreaConsumer
InsightsAugust
2023Consumer
Insights
GlobalsurveyIntroductionReport
overviewGlobalsurveymethodology(1)Design:OnlineSurvey,
splitquestionnaire
designThisreport
offers
thereader
acomprehensiveoverview
ofHansungowners
inKorea:
whotheyare;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
Hansung
owners
inKorea
(’’brandusers’’)againstKorean
laptopowners
ingeneral
(’’categoryusers’’),
and
the
overall
Korean
onliner,
labelled
as
’’allrespondents’’
inthecharts.Region:
56countriesNumberof
respondents:?
12,000+
forcountries
with
theextended
survey(including
Korea)?
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
insightsHansung
is
the
seventh
most
owned
laptop
brand
in
Korea
with
Samsung
in
firstplaceManagement
summary:
brandusageand
competitionTop10
most
owned
laptop
brandsinKoreaSamsungLG46%30%Apple(MacBook)HP8%6%6%5%ASUSLenovoHansungDell4%3%Acer2%2%Microsoft4Notes:"What
brands
are
the
laptops
in
yourhousehold?";
Multi
Pick;Base:
n=1522,
laptop
ownersConsumer
Insights
Global
as
of
August
2023Sources:The
share
of
laptop
owners
owned
Hansung
grew
by1
percentage
point
sinceQ1
of
2021Management
summary:
brandusagetimelineTimeline
of
laptop
ownersowned
Hansung4%3%3%3%3%3%2%2%2%2%2021
Q12021
Q22021
Q32021
Q42022
Q12022
Q22022
Q32022
Q42023
Q12023
Q25Notes:"What
brands
are
the
laptops
in
yourhousehold?";
Multi
Pick;Base:
n=36
-
54
Hansung
owners,n=1513
-
1572
laptop
ownersConsumer
Insights
Global
as
of
August
2023Sources:Hansung
owners
in
KoreaManagement
summary:
key
insightsDemographic
profileConsumerlifestyleConsumerattitudesMarketing
touchpointsHansungismore
popularamongMillennials
thanother
laptopbrands.Being
successful
isless
important
toHansungowners
than
toother
laptopowners.Itstands
out
that37%
ofHansungowners
want
thebestaudioandcinematic
experience
on
alldevices.Hansungowners
access
theinternet
viaasmartwatch
more
often
thantheaverage
laptopowner.Hansungismore
popularamong
malelaptopowners
than
female
laptopowners.Science
andtechnology
are
relativelyprevalent
interests
of
Hansungowners.33%
ofHansungowners
arelaggardswhen
itcomes
toinnovation
adoption.Onsocial
media,
Hansungownersinteract
with
companies
more
oftenthan
other
laptopowners.Hansunghasalarger
shareof
ownerswith
alow
income
thanotherlaptopbrands.Tech
or
computers
arerelativelypopularhobbiesamong
Hansungowners.Arelatively
highshare
ofHansungowners
thinkthatgovernment
debtisanissuethatneeds
tobeaddressed.Hansungowners
remember
seeing
adsinappsmore
often
than
otherlaptopowners.34%
ofHansungowners
liveinlargecities.6Sources:Consumer
Insights
Global
as
of
August
2023CHAPTER
02Demographic
profile?
Generations?
Gender?
Education?
Income?
Household
classification?
Typeofcommunity?
LGBTQ+Hansung
is
more
popular
among
Millennials
than
other
laptop
brandsDemographic
profile:
generationsAgeof
consumersinKoreaBrand
users20%18%39%28%13%12%12%Category
usersAllrespondents32%33%38%37%18%Generation
ZMillennialsGeneration
XBaby
Boomers8Notes:’’Howoldareyou?’’;
Single
Pick;"What
brands
are
the
laptops
in
yourhousehold?";
Multi
Pick;
Base:
n=54,
Hansung
owners,
n=1522,
laptop
owners,n=12138,
all
respondentsSources:Consumer
Insights
Global
as
of
August
2023Hansung
is
more
popular
among
male
laptop
owners
than
female
laptopownersDemographic
profile:
genderGenderofconsumersinKoreaBrand
users63%37%Category
usersAllrespondents50%51%50%49%MaleFemale9Notes:’’Whatis
yourgender?’’;
Single
Pick;"What
brands
arethe
laptops
in
your
household?";
Multi
Pick;Base:n=54,
Hansung
owners,n=1522,
laptop
owners,n=12138,
all
respondentsSources:Consumer
Insights
Global
as
of
August
202370%
of
Hansung
owners
have
a
bachelor’s
degree
or
the
equivalentDemographic
profile:
educationConsumer’s
level
of
educationinKorea70%66%63%15%13%
13%9%8%9%8%6%4%4%3%2%2%2%
2%2%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;"What
brands
are
the
laptops
in
yourhousehold?";
Multi
Pick;Base:
n=54,
Hansung
owners,n=1522,
laptop
owners,n=12138,
all
respondentsConsumer
Insights
Global
as
of
August
2023Hansung
has
a
larger
share
of
ownerswith
a
low
income
than
other
laptopbrandsDemographic
profile:
incomeShare
ofconsumersinKorea
inthehigh,
middle,
andlow
thirdsofmonthly
householdgrossincomeBrand
users27%38%35%Category
usersAllrespondents34%39%27%33%33%33%HighMiddleLow11
Notes:Sources:Recalculated
toonly
include
respondents
that
provide
income
information,
recodebased
on’’Monthly/annual
household
income
(local
currency)’’;Single
Pick;"What
brands
are
the
laptops
in
yourhousehold?";
Multi
Pick;Base:
n=54,
Hansung
owners,n=1522,
laptop
owners,n=12138,
all
respondentsConsumer
Insights
Global
as
of
August
2023Compared
to
other
laptop
owners,
Hansung
owners
are
relatively
likely
to
live
ina
household
of
two
or
more
related
adultsDemographic
profile:
household
classificationType
of
householdsin
whichconsumersinKorea
live42%38%33%31%26%25%15%15%13%12%
12%9%9%4%
4%3%3%2%2%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;"What
brands
are
the
laptops
in
yourhousehold?";
Multi
Pick;Base:
n=54,
Hansung
owners,n=1522,
laptop
owners,n=12138,
all
respondentsConsumer
Insights
Global
as
of
August
202334%
of
Hansung
ownerslive
in
large
citiesDemographic
profile:
typeofcommunityCommunities
whereconsumersliveinKorea34%34%33%32%32%30%19%18%18%9%
10%6%5%4%4%4%4%3%Rural
communitySmall
townMedium-sized
townLarge
cityCitywithover
1
Megacity
with
over
5million
inhabitants
million
inhabitantsBrand
usersCategory
usersAllrespondents13
Notes:Sources:’’Inwhat
type
ofcommunity
do
youlive?’’;Single
Pick;
"What
brands
are
the
laptops
in
yourhousehold?";
Multi
Pick;
Base:
n=54,
Hansung
owners,n=1522,
laptop
owners,
n=12138,
all
respondentsConsumer
Insights
Global
as
of
August
20234%
of
Hansung
owners
consider
themselves
part
of
the
LGBTQ+
communityDemographic
profile:
LGBTQ+LGBTQ+
statusof
consumersinKoreaBrand
users4%91%6%6%Category
users
2%Allrespondents
3%91%90%7%YesNoWould
rathernot
say14
Notes:Sources:’’Do
youconsider
yourself
partofthe
LGBTQ+community?’’;
Single
Pick;"What
brands
arethe
laptops
in
yourhousehold?";
Multi
Pick;Base:n=54,
Hansung
owners,
n=1522,
laptop
owners,n=12138,
all
respondentsConsumer
Insights
Global
as
of
August
2023CHAPTER
03Consumer
lifestyle?
Lifevalues?
Main
interests?
Hobbies
&leisure
activities?
Sportsactivities?
SportsfollowedBeing
successful
is
less
important
to
Hansung
owners
than
to
other
laptopownersConsumer
lifestyle:
lifevaluesMost
important
aspectsof
lifefor
consumersinKorea69%67%67%52%47%45%41%36%33%38%30%35%33%32%31%28%22%25%
26%18%22%20%18%17%11%11%11%7%3%
4%Havingagood
timeAhappyrelationshipAnhonest
andrespectable
lifeSafety
andsecurityMaking
myown
decisionsTobesuccessfulLearningnew
thingsAdvancingmy
careerSocial
justiceTraditionsBrand
usersCategory
usersAllrespondents16
Notes:Sources:’’Outofthe
following
list,
which
are
the
3mostimportant
aspects
toyouin
life?
Pleasechoose
exactly
3.’’;Multi
Pick;"What
brands
are
the
laptops
in
yourhousehold?";
Multi
Pick;
Base:
n=54,
Hansung
owners,n=1522,
laptopowners,n=12138,
all
respondentsConsumer
Insights
Global
as
of
August
2023Science
and
technology
are
relatively
prevalent
interests
of
Hansung
ownersConsumer
lifestyle:
main
interestsTop10
interestsofHansungowners
inKorea54%51%50%47%46%46%45%41%43%44%43%41%41%39%37%37%28%28%28%26%26%25%25%24%22%19%22%22%22%19%Movies,TVshows&musicFinance&economyScience
&technologyHealth
&fitnessTravelSportsFood
&diningPolitics&societyandcurrentworld
eventsHistoryCareer
&educationBrand
usersCategory
usersAllrespondents17
Notes:Sources:’’Whattopics
are
youpersonally
interested
in?’’;Multi
Pick;"What
brands
are
the
laptops
in
yourhousehold?";
Multi
Pick;
Base:n=54,
Hansung
owners,n=1522,
laptop
owners,n=12138,
all
respondentsConsumer
Insights
Global
as
of
August
2023Tech
or
computers
are
relatively
popular
hobbies
among
Hansung
ownersConsumer
lifestyle:
hobbies
&leisure
activitiesTop10
hobbiesandleisure
activities
ofHansungowners
inKorea50%45%43%39%35%31%30%28%27%26%26%24%24%
23%20%24%21%21%19%17%Pets15%17%17%17%14%12%14%13%10%9%TravelingOutdooractivitiesTech
/computersVideo
gamingReadingDoing
sportsandfitnessCooking/bakingDIYandarts&craftsSocializingBrand
usersCategory
usersAllrespondents18
Notes:Sources:’’Whatare
your
personalhobbies
and
activities?’’;Multi
Pick;"What
brands
arethe
laptops
in
your
household?";
Multi
Pick;
Base:n=54,
Hansung
owners,n=1522,
laptop
owners,n=12138,
all
respondentsConsumer
Insights
Global
as
of
August
2023Hansung
owners
are
more
likely
to
go
cycling
than
other
laptop
ownersConsumer
lifestyle:
sports
activitiesTop10
sports
activitiesofHansungowners
inKorea14%13%13%12%11%11%11%9%9%9%9%9%9%9%9%8%8%8%7%7%6%6%5%5%5%4%4%4%4%3%BadmintonFitness,aerobics,cardioCyclingHikingBaseball/SoftballBasketballDancingGolfRunning/JoggingSoccerBrand
usersCategory
usersAllrespondents19
Notes:Sources:’’Which
ofthese
sports
oractivities
do
youdo
at
leastoccasionally?’’;Multi
Pick;"What
brands
are
the
laptops
in
yourhousehold?";
Multi
Pick;
Base:
n=24,
Hansung
owners,n=584,
laptop
owners,n=4217,
all
respondentsConsumer
Insights
Global
as
of
August
2023Hansung
owners
are
more
likely
to
follow
baseball
than
other
laptop
ownersConsumer
lifestyle:
sports
followedTop10
sports
followed
byHansung
owners
inKorea22%22%15%14%14%13%9%7%7%7%6%6%6%6%5%5%
5%4%4%4%3%2%2%2%1%1%1%1%1%1%BaseballSoccerGolfBasketballBoxingVolleyballCyclingMixedMotorsportsTabletennisMartial
ArtsBrand
usersCategory
usersAllrespondents20
Notes:Sources:’’Inwhich
ofthese
sports
do
youfollow
competitions,
leagues
orteams?’’;Multi
Pick;"What
brands
are
the
laptops
in
your
household?";
Multi
Pick;Base:
n=21,
Hansung
owners,n=362,
laptop
owners,n=2635,
all
respondentsConsumer
Insights
Global
as
of
August
2023CHAPTER
04Consumer
attitudes?
Attitudestowards
consumer
electronics?
Innovation
adoption?
Challenges
facing
thecountry?
Politics21Itstands
out
that
37%
of
Hansung
owners
want
the
best
audio
and
cinematicexperience
on
alldevicesConsumer
attitudes:housing
&household
equipmentAgreementwithstatements
towards
housing
&householdequipment
inKorea70%67%67%37%31%24%23%21%21%20%19%17%17%13%13%Icould
notlivewithoutmy
smartphoneIwant
the
bestaudioandcinematicexperience
from
allmy
devicesIwould
love
tocontrol
my
home
viasmartphone
or
voiceIbuynew
electronics,even
when
myoldmodel
stillworksElectronics
areastatussymbol
formeBrand
usersCategory
usersAllrespondents22
Notes:Sources:’’Which
ofthese
statements
apply
toyou?’’;
Multi
Pick;"What
brands
are
the
laptops
in
yourhousehold?";
Multi
Pick;Base:
n=54,
Hansung
owners,n=1522,
laptop
owners,n=2022,
all
respondentsConsumer
Insights
Global
as
of
August
202333%
of
Hansung
owners
are
laggards
when
it
comes
to
innovation
adoptionConsumer
attitudes:innovation
adoptionInnovation
adopter
typesbasedonstatements
towards
innovation
byconsumersinKorea36%33%32%28%
28%25%
25%24%24%19%12%10%2%1%0%InnovatorsEarly
adoptersBrand
usersEarly
majorityCategory
usersLatemajorityAllrespondentsLaggards23
Notes:Sources:Recode
based
on’’Which
ofthese
statements
regardingtechnology
apply
to
you?’’;
Multi
Pick;
"Whatbrands
arethe
laptops
in
yourhousehold?";
Multi
Pick;Base:n=54,
Hansung
owners,
n=1522,
laptop
owners,n=12138,
allrespondentsConsumer
Insights
Global
as
of
August
2023A
relatively
high
share
of
Hansung
owners
think
that
governmentdebt
is
anissue
that
needs
to
be
addressedConsumer
attitudes:challenges
facingthecountryThe
10
most
important
issuesfacing
Korea
according
toHansungowners65%59%64%59%61%61%43%
40%36%41%41%41%
38%34%39%39%33%29%35%31%28%31%31%30%29%25%22%27%19%18%EconomicsituationRising
prices/inflation/cost
of
livingDefense
&foreign
affairsCrimeGovernmentdebtHousingEnvironmentHealth
andsocial
securityClimatechangeEducationBrand
usersCategory
usersAllrespondents24
Notes:Sources:’’Whatdo
youpersonally
think
are
the
mostimportant
issues
in
yourcountry
ofresidence
that
need
to
be
addressed?’’;MultiPick;"What
brands
are
the
laptops
in
yourhousehold?";
Multi
Pick;
Base:
n=54,
Hansung
owners,n=1522,
laptop
owners,n=12138,
all
respondentsConsumer
Insights
Global
as
of
August
2023Many
Hansung
owners
have
centrist
political
viewsConsumer
attitudes:politicsPolitical
attitudes
ofconsumersinKoreaBrand
users15%65%7%13%13%13%Category
usersAllrespondents18%48%49%21%21%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;"What
brands
are
the
laptops
in
yourhousehold?";
Multi
Pick;
Base:
n=54,
Hansung
owners,n=1522,
laptop
owners,
n=12138,
all
respondentsConsumer
Insights
Global
as
of
August
2023CHAPTER
05Marketing
touchpoints?
Internet
usagebydevice?
Social
media
usage?
Media
usagebychannel?
Digitaladvertising
touchpoints?
Non-digital
advertising
touchpointsHansung
owners
access
the
internet
via
a
smartwatch
more
often
than
theaverage
laptop
ownerMarketing
touchpoints:internet
usagebydeviceDevicesconsumersinKorea
useregularlytoaccesstheinternet94%
93%91%69%64%56%53%50%48%48%39%34%31%30%27%23%20%19%19%19%16%10%
10%9%8%8%7%SmartphoneLaptopDesktop
PCTabletSmartwatchSmart
TVGaming
console
Smart
speakers
Streaming
deviceBrand
usersCategory
usersAllrespondents27
Notes:Sources:’’Which
ofthese
devices
do
youregularlyuse
with
an
internet
connection?’’;
Multi
Pick;"What
brands
arethe
laptops
in
your
household?";
Multi
Pick;Base:n=54,
Hansung
owners,n=1522,
laptop
owners,n=12138,
allrespondentsConsumer
Insights
Global
as
of
August
2023On
social
media,
Hansung
owners
interact
with
companies
more
often
thanother
laptop
ownersMarketing
touchpoints:social
media
usageSocial
mediaactivitiesinKorea
bytype44%38%45%43%43%41%
41%34%38%35%33%31%27%31%30%25%28%19%27%24%24%24%18%19%20%17%20%18%16%15%10%9%
9%7%7%
7%Liked
posts
Sentprivate
Posted
textsPostedpictures/videosCommentedon
postsSharedpostsbyother
usersFollowedpeopleLikedcompanypostsFollowedcompaniesSharedcompanypostsIhaveonly
Ihaven’t
usedused
social
social
mediamediabyotherusersmessages/statusupdatespassivelyBrand
usersCategory
usersAllrespondents28
Notes:Sources:’’Which
ofthese
things
have
youdone
onsocial
media
in
the
past
4weeks?’’;
Multi
Pick;
"Whatbrands
arethe
laptops
in
yourhousehold?";
Multi
Pick;Base:n=54,
Hansung
owners,n=1522,
laptop
owners,n=12138,
allrespondentsConsumer
Insights
Global
as
of
August
2023Hansung
owners
tend
to
read
online
magazines
more
often
than
laptop
ownersin
generalMarketing
touchpoints:media
usagebychannelType
of
mediaconsumersinKorea
havebeen
using
inthepast4weeks93%88%85%79%74%68%66%62%60%51%59%52%47%51%43%40%38%22%37%24%21%
19%Daily21%17%17%17%17%15%14%10%7%6%3%TVDigitalvideo
Onlinenews
Digitalmusiccontent
websites
contentMovies
/cinemaOnlinemagazinesRadioPodcastsMagazinesWeeklynewspapersnewspapersBrand
usersCategory
usersAllrespondents29
Notes:Sources:’’Whatkind
ofmedia
have
youused
in
the
past
4weeks?’’;
Multi
Pick;
"What
brands
arethe
laptops
in
yourhousehold?";
Multi
Pick;Base:n=29,
Hansung
owners,n=764,
laptop
owners,n=6054,
all
respondentsConsumer
Insights
Global
as
of
August
2023Hansung
owners
remember
seeing
ads
in
apps
more
often
than
other
laptopownersMarketing
touchpoints:digitaladvertising
touchpointsTop10
placeswhereHansungowners
inKorea
have
come
across
digital
advertisinginthe
past
4weeks48%46%41%46%46%42%38%39%32%29%30%30%
27%25%28%27%26%26%22%17%21%20%20%20%19%17%15%15%12%11%Video
portals
Search
enginesOtherappsBlogs/forumsOnlinestoresSocial
media
Video
streamingservicesEditorialwebsitesandappsWebsitesandappsof
brandsVideo
gamesBrand
usersCategory
usersAllrespondents30
Notes:Sources:’’Wherehave
youcomeacrossdigital
advertisements
in
the
past4
weeks?’’;
Multi
Pick;"What
brands
arethe
laptops
in
your
household?";
Multi
Pick;
Base:
n=54,
Hansung
owners,n=1522,
laptop
owners,n=12138,
allrespondentsConsumer
Insights
Global
as
of
August
2023Hansung
owners
remember
ads
they
saw
directly
in
the
store
more
often
thanother
laptop
ownersMarketing
touchpoints:non-digital
advertising
touchpointsPlaces
whereconsumersinKorea
havecome
across
non-digital
advertisinginthepast4weeks58%54%53%41%39%28%36%32%28%26%24%15%
15%23%23%20%17%14%13%12%11%10%10%
10%OnTVOnadvertisingspacesDirectly
inthestoreAtthemovies/cinemaOntheradioBy
mailshot
/advertisingmailInprinteddailynewspapersInprintedmagazinesandjournalson
the
goBrand
usersCategory
usersAllrespondents31
Notes:Sources:’’Wherehave
youcomeacrossnon-digital
advertisements
in
the
past4weeks?’’;
Multi
Pick;"What
brands
are
the
laptops
in
your
household?";
Multi
Pick;
Base:n=54,
Hansung
owners,
n=1522,
laptop
owners,n=12138,
allrespondentsConsumer
Insights
Global
as
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