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CONSUMERS&BRANDSBanks:
Charles
Schwabcustomers
in
the
United
StatesConsumer
InsightsAugust
2023Consumer
Insights
GlobalsurveyIntroductionReport
overviewGlobalsurveymethodology(1)Design:OnlineSurvey,
splitquestionnaire
designThisreport
offers
thereader
acomprehensiveoverview
ofCharles
Schwab
customers
in
theUnitedStates:
whothey
are;
whatthey
like;
what
theythink;andhowtoreach
them.
Itprovides
insightson
theirdemographics,
lifestyle,
opinions,andmarketingtouchpoints.Duration:
approx.
15
minutesLanguage:
official
language(s)
ofeach
country
withAmerican
Englishoffered
asanalternativeRegion:
56countriesAdditionally,thereport
allows
thereader
toNumberof
respondents:benchmark
CharlesSchwab
customers
inthe
UnitedStates(’’brandusers’’)
againstU.S.
banking
customersingeneral
(’’category
users’’),
and
theoverall
U.S.onliner,
labelled
as’’all
respondents’’
inthe
charts.?
12,000+
forcountries
with
theextended
survey(including
theUnited
States)?
2,000+
forthebasicsurveySample:
Internet
users,
aged18–64,quotasset
ongender
and
ageThereport
isupdatedquarterly
andisbased
on
datafrom
theConsumer
InsightsGlobal
survey,
anFieldwork:international
survey
thatcovers
more
than15,000brandsacross
56
countries.?
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
insightsCharles
Schwabranks
outside
the
top
10
of
most
used
banks
in
the
U.S.Management
summary:
brandusageand
competitionTop10
most
used
banksintheU.S.Bankof
AmericaChase21%9%9%Wells
FargoChime7%CapitalOnePNCBankU.S.BancorpCitibank5%3%2%2%2%1%AllyBankTDBank4Notes:"At
which
ofthese
banks
is
the
account
held
that
youprimarily
use?";Single
Pick;Base:n=10011,
banking
customersConsumer
Insights
Global
as
of
August
2023Sources:The
share
of
banking
customers
using
Charles
Schwab
stayed
the
same
sinceQ2
of
2022Management
summary:
brandusagetimelineTimeline
of
banking
customers
using
CharlesSchwab1%1%1%1%1%2022
Q22022
Q32022
Q42023
Q12023
Q25Notes:"At
which
ofthese
banks
is
the
account
held
that
youprimarily
use?";Single
Pick;Base:n=34-
73
Charles
Schwab
customers,
n=5009
-
10011
banking
customersConsumer
Insights
Global
as
of
August
2023Sources:Charles
Schwab
customers
in
the
United
StatesManagement
summary:
key
insightsDemographic
profileConsumerlifestyleConsumerattitudesMarketing
touchpointsCharlesSchwab
is
more
popularamong
Social
justiceis
more
importanttoItstands
out
that26%
ofCharlesSchwab
customers
think
thattheycouldsavealot
of
money
iftheytook
financial
than
theaverage
bankingcustomer.advice.CharlesSchwab
customers
access
theinternet
viaasmartphone
lessoftenGeneration
Zthanother
banks.CharlesSchwab
customers
than
toother
banking
customers.CharlesSchwab
is
more
popularamongmale
banking
customers
than
femalebanking
customers.Politics,society
andcurrent
worldevents
arerelatively
prevalent
interestsof
CharlesSchwab
customers.Onsocial
media,
CharlesSchwabcustomers
interact
with
companiesmore
often
than
other
bankingcustomers.45%
ofCharles
Schwab
customers
areintheearly
majority
of
innovationadoptertypes.CharlesSchwab
hasalarger
share
ofcustomers
with
ahigh
income
thanother
banks.Sportsandfitnessare
relatively
popularhobbiesamong
CharlesSchwabcustomers.37%
ofCharles
Schwab
customers
thinkthatrising
prices,
inflation&cost
oflivingare
issuesthatneed
to
beaddressed.CharlesSchwab
customers
rememberseeing
adson
blogs
and
forums
moreoften
than
other
banking
customers.30%
ofCharles
Schwab
customers
liveinlargecities.6Sources:Consumer
Insights
Global
as
of
August
2023CHAPTER
02Demographic
profile?
Generations?
Gender?
Education?
Income?
Household
classification?
Typeofcommunity?
LGBTQ+Charles
Schwab
is
more
popular
among
GenerationZ
than
other
banksDemographic
profile:
generationsAgeof
consumersintheU.S.Brand
users32%42%19%7%Category
usersAllrespondents21%22%37%28%29%13%37%13%Generation
ZMillennialsGeneration
XBaby
Boomers8Notes:’’Howoldareyou?’’;
Single
Pick;"At
which
ofthese
banks
is
the
account
held
that
you
primarily
use?";Single
Pick;Base:
n=73,
Charles
Schwab
customers,n=10011,
banking
customers,n=60072,
all
respondentsSources:Consumer
Insights
Global
as
of
August
2023Charles
Schwab
is
more
popular
among
male
banking
customers
than
femalebanking
customersDemographic
profile:
genderGenderofconsumersintheU.S.Brand
users67%33%Category
usersAllrespondents50%50%50%50%MaleFemale9Notes:’’Whatis
yourgender?’’;
Single
Pick;"At
which
ofthese
banks
is
the
account
held
that
youprimarily
use?";Single
Pick;Base:n=73,
Charles
Schwab
customers,n=10011,
banking
customers,
n=60072,
all
respondentsSources:Consumer
Insights
Global
as
of
August
202355%
of
Charles
Schwabcustomers
have
a
college
degreeDemographic
profile:
educationConsumer’s
level
of
educationintheU.S.38%36%32%24%23%21%17%
17%15%13%12%12%11%6%6%4%3%3%
3%Bachelor
degree
Master
degree
Doctoral
degree0%
0%Noformaleducation
/primary
schoolLower
secondary
Uppersecondaryeducation
(noteligible
forTechnical
/vocationaleducationeducation(eligible
foror
equivalentor
equivalentor
equivalentuniversity
study)
university
study)Brand
usersCategory
usersAllrespondents10
Notes:Sources:’’Whatis
the
highest
levelofeducation
youhave
completed?’’;
Single
Pick;"At
which
ofthese
banks
is
the
account
held
that
youprimarily
use?";Single
Pick;Base:n=73,
Charles
Schwab
customers,n=10011,
bankingcustomers,n=60072,
all
respondentsConsumer
Insights
Global
as
of
August
2023Charles
Schwab
has
a
larger
share
of
customers
with
a
high
income
than
otherbanksDemographic
profile:
incomeShare
ofconsumersintheU.S.
inthehigh,
middle,
andlow
thirdsofmonthly
householdgrossincomeBrand
users42%28%30%30%Category
usersAllrespondents36%35%33%33%33%HighMiddleLow11
Notes:Sources:Recalculated
toonly
include
respondents
that
provide
income
information,
recodebased
on’’Monthly/annual
household
income
(local
currency)’’;Single
Pick;"At
which
ofthese
banks
is
the
account
held
that
youprimarilyuse?";Single
Pick;Base:n=73,
Charles
Schwab
customers,n=10011,
banking
customers,n=60072,
all
respondentsConsumer
Insights
Global
as
of
August
2023Compared
to
other
banking
customers,
Charles
Schwabcustomers
are
relativelylikely
to
live
in
a
household
of
two
or
more
related
adultsDemographic
profile:
household
classificationType
of
householdsin
whichconsumersintheU.S.
live25%25%24%23%22%19%
20%19%
19%15%15%
15%10%
10%10%8%7%5%4%
4%Multi-generationalfamily0%SinglehouseholdCoupleSingleparenthouseholdPartnersandchildrenTwo
or
moreOtherhouseholdrelated
adults
household
typesBrand
usersCategory
usersAllrespondents12
Notes:Sources:Typology
based
on’’household
size’’,’’household
constellation’’
and
’’children
under
the
age
of14
in
household’’;
Single
Pick;"At
which
ofthese
banks
is
the
account
held
that
youprimarily
use?";Single
Pick;Base:n=73,Charles
Schwab
customers,n=10011,
banking
customers,n=60072,
all
respondentsConsumer
Insights
Global
as
of
August
202330%
of
Charles
Schwabcustomers
live
in
large
citiesDemographic
profile:
typeofcommunityCommunities
whereconsumersliveintheU.S.30%28%27%24%23%21%19%19%19%17%15%14%11%9%8%7%6%5%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;
"At
which
ofthese
banks
is
the
account
held
that
youprimarily
use?";Single
Pick;Base:
n=73,
Charles
Schwab
customers,n=10011,
banking
customers,n=60072,
allrespondentsConsumer
Insights
Global
as
of
August
202316%
of
Charles
Schwabcustomers
consider
themselves
part
of
the
LGBTQ+communityDemographic
profile:
LGBTQ+LGBTQ+
statusof
consumersintheU.S.Brand
users16%77%7%Category
usersAllrespondents11%85%4%11%85%4%YesNoWould
rathernot
say14
Notes:Sources:’’Do
youconsider
yourself
partofthe
LGBTQ+community?’’;
Single
Pick;"At
which
ofthese
banks
is
the
account
held
that
youprimarily
use?";Single
Pick;
Base:
n=73,
Charles
Schwab
customers,n=10011,
banking
customers,n=60072,
all
respondentsConsumer
Insights
Global
as
of
August
2023CHAPTER
03Consumer
lifestyle?
Lifevalues?
Main
interests?
Hobbies
&leisure
activities?
Sportsactivities?
SportsfollowedSocial
justice
ismore
important
to
Charles
Schwab
customers
than
to
otherbanking
customersConsumer
lifestyle:
lifevaluesMost
important
aspectsof
lifefor
consumersintheU.S.51%51%48%
48%47%39%41%39%39%37%30%30%33%27%29%30%24%29%29%29%27%25%23%13%16%15%14%13%13%12%AhappyrelationshipTobesuccessful
Social
justiceMaking
myown
decisionsHavingagood
timeAnhonest
andrespectable
lifeSafety
andsecurityLearningnew
thingsAdvancingmy
careerTraditionsBrand
usersCategory
usersAllrespondents16
Notes:Sources:’’Outofthe
following
list,
which
are
the
3mostimportant
aspects
toyouin
life?
Pleasechoose
exactly
3.’’;Multi
Pick;"At
which
ofthese
banks
is
the
account
held
that
you
primarily
use?";Single
Pick;Base:
n=73,
CharlesSchwab
customers,
n=10011,
banking
customers,n=60072,
all
respondentsConsumer
Insights
Global
as
of
August
2023Politics,
society
and
current
world
events
are
relatively
prevalent
interests
ofCharles
Schwab
customersConsumer
lifestyle:
main
interestsTop10
interestsofCharles
Schwab
customersintheU.S.52%51%42%41%35%36%30%33%29%33%32%32%32%31%
31%30%30%30%29%29%29%25%
25%20%25%24%23%23%23%20%Health
&fitnessMovies,TVshows&musicScience
&technologyFinance&economyFood
&diningPolitics&societyandcurrentworld
eventsTravelSportsCareer
&educationHistoryBrand
usersCategory
usersAllrespondents17
Notes:Sources:’’Whattopics
are
youpersonally
interested
in?’’;Multi
Pick;"At
which
ofthese
banks
is
the
account
held
that
youprimarily
use?";Single
Pick;Base:n=73,
Charles
Schwab
customers,n=10011,
banking
customers,n=60072,
allrespondentsConsumer
Insights
Global
as
of
August
2023Sports
and
fitness
are
relatively
popular
hobbies
among
Charles
SchwabcustomersConsumer
lifestyle:
hobbies
&leisure
activitiesTop10
hobbiesandleisure
activities
ofCharlesSchwab
customers
intheU.S.40%
40%37%32%33%
33%36%35%
34%34%
31%31%33%30%32%30%30%29%29%25%
25%25%18%21%21%20%20%19%19%19%OutdooractivitiesDoing
sportsandfitnessVideo
gamingReadingSocializingTravelingPetsTech
/computersCars/vehiclesCooking/bakingBrand
usersCategory
usersAllrespondents18
Notes:Sources:’’Whatare
your
personalhobbies
and
activities?’’;Multi
Pick;"At
which
ofthese
banks
is
the
account
held
that
youprimarily
use?";Single
Pick;Base:n=73,
Charles
Schwab
customers,n=10011,
banking
customers,n=60072,all
respondentsConsumer
Insights
Global
as
of
August
2023Charles
Schwab
customers
are
more
likely
to
go
cycling
than
other
bankingcustomersConsumer
lifestyle:
sports
activitiesTop10
sports
activitiesofCharles
Schwab
customers
intheU.S.18%18%15%12%13%12%12%12%11%11%11%11%10%10%10%10%9%9%9%9%9%9%8%8%8%7%5%5%4%4%BasketballCyclingFitness,aerobics,cardioHikingAmericanFootball
/FlagFootballHunting/FishingSwimming/DivingBaseball/SoftballCricketBadmintonBrand
usersCategory
usersAllrespondents19
Notes:Sources:’’Which
ofthese
sports
oractivities
do
youdo
at
leastoccasionally?’’;Multi
Pick;"At
which
ofthese
banks
is
the
account
held
that
you
primarily
use?";Single
Pick;Base:
n=34,
Charles
Schwab
customers,n=3474,
bankingcustomers,n=22143,
all
respondentsConsumer
Insights
Global
as
of
August
20238%
of
Charles
Schwab
customers
follow
soccerConsumer
lifestyle:
sports
followedTop10
sports
followed
byCharlesSchwab
customers
intheU.S.22%21%17%16%15%14%12%14%12%8%8%7%
7%8%7%7%6%6%5%
5%4%4%4%4%4%
4%3%
3%2%
2%AmericanfootballBaseballBasketballSoccerSwimming/divingTennisBoxingCricketCyclingGolfBrand
usersCategory
usersAllrespondents20
Notes:Sources:’’Inwhich
ofthese
sports
do
youfollow
competitions,
leagues
orteams?’’;Multi
Pick;"At
which
ofthese
banks
is
the
account
held
that
youprimarily
use?";Single
Pick;Base:n=18,
Charles
Schwab
customers,n=2740,
bankingcustomers,n=17395,
all
respondentsConsumer
Insights
Global
as
of
August
2023CHAPTER
04Consumer
attitudes?
Attitudestowards
personal
finances?
Innovation
adoption?
Challenges
facing
thecountry?
Politics21Itstands
out
that
26%
of
Charles
Schwab
customers
think
that
they
could
save
alot
of
money
ifthey
took
financial
adviceConsumer
attitudes:financeAgreementwithstatements
towards
financeintheU.S.38%36%33%30%28%26%26%23%21%21%21%20%19%17%16%I’mwell
informedaboutmy
personalfinancialsituationIcould
imaginedealingwith
my
financialIcould
savealot
ofmoney
ifItook
adviceIftheservice
is
good,I’mhappy
topayforIcould
imaginegettingallmy
financialservicestransactionsexclusively
from
afinance
expert
account
administration
from
atechcompanyviamy
smartphone(e.g.,on
taxes,bankandinsuranceissues)andtransactionssuchasGoogle
or
AppleBrand
usersCategory
usersAllrespondents22
Notes:Sources:’’Which
ofthese
statements
apply
toyou?’’;
Multi
Pick;"At
which
ofthese
banks
is
the
account
held
that
youprimarily
use?";Single
Pick;Base:n=73,
Charles
Schwab
customers,n=10011,
banking
customers,
n=10011,
allrespondentsConsumer
Insights
Global
as
of
August
202345%
of
Charles
Schwabcustomers
are
in
the
early
majority
of
innovationadopter
typesConsumer
attitudes:innovation
adoptionInnovation
adopter
typesbasedonstatements
towards
innovation
byconsumersinthe
U.S.45%38%37%26%25%25%24%23%18%12%12%12%1%1%1%InnovatorsEarly
adoptersBrand
usersEarly
majorityCategory
usersLatemajorityAllrespondentsLaggards23
Notes:Sources:Recode
based
on’’Which
ofthese
statements
regardingtechnology
apply
to
you?’’;
Multi
Pick;
"At
which
ofthese
banks
is
the
account
held
that
youprimarily
use?";Single
Pick;
Base:
n=73,
Charles
Schwab
customers,n=10011,
banking
customers,n=60072,
all
respondentsConsumer
Insights
Global
as
of
August
202337%
of
Charles
Schwabcustomers
think
that
rising
prices,
inflation
&
cost
ofliving
are
issues
that
need
to
be
addressedConsumer
attitudes:challenges
facingthecountryThe
10
most
important
issuesfacing
theUnitedStates
accordingto
CharlesSchwab
customers53%52%42%43%42%42%40%40%37%36%35%34%34%29%29%30%27%28%26%30%30%30%29%29%29%27%23%27%28%27%Rising
prices/inflation/cost
of
livingEconomicsituationHealth
andsocial
securityCrimeFood
andwater
securityPovertyClimatechangeHousingEnvironmentCivilrightsBrand
usersCategory
usersAllrespondents24
Notes:Sources:’’Whatdo
youpersonally
think
are
the
mostimportant
issues
in
yourcountry
ofresidence
that
need
to
be
addressed?’’;MultiPick;"At
which
ofthese
banks
is
the
account
held
that
you
primarily
use?";Single
Pick;Base:
n=73,Charles
Schwab
customers,n=10011,
banking
customers,n=60072,
all
respondentsConsumer
Insights
Global
as
of
August
2023Charles
Schwab
customers
tend
to
have
more
left
leaning
political
views
thanother
banking
customersConsumer
attitudes:politicsPolitical
attitudes
ofconsumersintheU.S.Brand
users34%22%37%7%Category
usersAllrespondents22%21%29%34%16%17%28%34%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;"At
which
ofthese
banks
is
the
account
heldthat
youprimarily
use?";Single
Pick;Base:n=73,
Charles
Schwab
customers,n=10011,
banking
customers,n=60072,
all
respondentsConsumer
Insights
Global
as
of
August
2023CHAPTER
05Marketing
touchpoints?
Internet
usagebydevice?
Social
media
usage?
Media
usagebychannel?
Digitaladvertising
touchpoints?
Non-digital
advertising
touchpointsCharles
Schwab
customers
access
the
internet
via
a
smartphone
less
often
thanthe
average
banking
customerMarketing
touchpoints:internet
usagebydeviceDevicesconsumersinthe
U.S.
use
regularly
toaccesstheinternet89%
89%75%66%62%60%58%57%52%48%46%42%41%38%36%37%35%35%33%32%32%30%28%27%
27%26%26%SmartphoneLaptopSmart
TVDesktop
PCBrand
usersTabletSmart
speakers
Streaming
device
Gaming
consoleAllrespondentsSmartwatchCategory
users27
Notes:Sources:’’Which
ofthese
devices
do
youregularlyuse
with
an
internet
connection?’’;
Multi
Pick;"At
which
ofthese
banks
is
the
account
held
that
youprimarily
use?";Single
Pick;Base:n=73,
Charles
Schwab
customers,n=10011,banking
customers,n=60072,
all
respondentsConsumer
Insights
Global
as
of
August
2023On
social
media,
Charles
Schwab
customers
interact
with
companies
moreoften
than
other
banking
customersMarketing
touchpoints:social
media
usageSocial
mediaactivitiesintheU.S.
bytype54%53%49%
49%41%49%
49%44%42%43%42%42%34%32%36%36%36%
36%27%34%33%28%32%23%27%26%25%22%17%
16%8%
8%8%7%5%3%FollowedpeopleSentprivate
Liked
postsPostedpictures/videosCommented
Posted
textsLikedcompanypostsSharedpostsbyother
usersFollowedcompaniesSharedcompanypostsIhaveonly
Ihaven’t
usedused
social
social
mediamediamessagesbyotheruserson
posts/statusupdatespassivelyBrand
usersCategory
usersAllrespondents28
Notes:Sources:’’Which
ofthese
things
have
youdone
onsocial
media
in
the
past
4weeks?’’;
Multi
Pick;
"At
which
ofthese
banks
is
the
account
held
that
youprimarily
use?";Single
Pick;
Base:
n=73,
Charles
Schwab
customers,
n=10011,banking
customers,n=60072,
all
respondentsConsumer
Insights
Global
as
of
August
2023Charles
Schwab
customers
tend
to
listen
to
the
radio
less
often
than
bankingcustomers
in
generalMarketing
touchpoints:media
usagebychannelType
of
mediaconsumersintheU.S.
havebeen
using
inthepast4weeks73%70%69%68%67%66%61%54%54%52%50%49%48%47%45%35%34%
34%35%33%32%29%
26%29%19%28%
28%25%24%15%21%17%14%DigitalvideocontentMovies
/cinemaTVDigitalmusiccontentPodcastsRadioOnlinenewswebsitesDailynewspapersOnlinemagazinesWeeklynewspapersMagazinesBrand
usersCategory
usersAllrespondents29
Notes:Sources:’’Whatkind
ofmedia
have
youused
in
the
past
4weeks?’’;
Multi
Pick;
"At
which
ofthese
banks
is
the
account
held
that
you
primarily
use?";Single
Pick;Base:
n=73,
Charles
Schwab
customers,n=10011,
banking
customers,n=60072,
all
respondentsConsumer
Insights
Global
as
of
August
2023Charles
Schwab
customers
remember
seeing
ads
on
blogs
and
forumsmoreoften
than
other
banking
customersMarketing
touchpoints:digitaladvertising
touchpointsTop10
placeswhereCharlesSchwab
customersintheU.S.
havecome
across
digitaladvertisinginthepast4weeks44%44%42%38%40%38%36%37%37%33%32%34%29%28%28%
29%27%23%27%26%
26%25%22%21%23%22%22%21%11%
11%Social
mediaVideo
portals
Video
streaming
Search
enginesservicesWebsitesandappsof
brandsOnlinestoresVideo
gamesBlogs/forumsMusicportalsOtherappsBrand
usersCategory
usersAllrespondents30
Notes:Sources:’’Wherehave
youcomeacrossdigital
advertisements
in
the
past4
weeks?’’;
Multi
Pick;"At
which
ofthese
banks
is
the
account
held
that
youprimarily
use?";Single
Pick;
Base:
n=73,
Charles
Schwab
customers,n=10011,banking
customers,n=60072,
all
respondentsConsumer
Insights
Global
as
of
August
2023Charles
Schwab
customers
remember
ads
they
saw
on
TV
less
often
than
otherbanking
customersMarketing
touchpoints:non-digital
advertising
touchpointsPlaces
whereconsumersinthe
U.S.
havecome
across
non-digital
advertisinginthepast4weeks48%47%37%34%34%
34%33%
33%33%
33%33%29%
29%27%26%22%17%
16%21%19%
19%18%
18%15%Directly
inthestoreOnTVOnadvertisingspacesOntheradioBy
mailshot
/advertisingmailInprinteddailynewspapersAtthemovies/cinemaInprintedmagazinesandjournalson
the
goBrand
usersCategory
usersAllrespondents31
Notes:Sources:’’Wherehave
youcomeacrossnon-digital
advertisements
in
the
past4weeks?’’;
Multi
Pick;"At
which
ofthese
banks
is
the
account
he
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