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CONSUMERS&BRANDSMagazines:
Vogue
readers
inMexicoConsumer
InsightsAugust
2023Statista
Consumer
Insights
Global
surveyIntroductionReport
overviewGlobalsurvey
methodology(1)Design:
OnlineSurvey,
splitquestionnaire
designThisreport
offers
thereader
acomprehensiveoverview
ofVogue
readers
inMexico:
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,the
report
allows
thereader
tobenchmark
Vogue
readers
inMexico
(’’brandusers’’)againstMexican
magazinereaders
ingeneral(’’category
users’’),
and
the
overall
Mexican
onliner,labelled
as’’all
respondents’’
inthe
charts.Region:
56countriesNumberof
respondents:?
12,000+
forcountries
with
the
extended
survey(including
Mexico)?
2,000+
forthe
basicsurveyThereport
isupdatedquarterly
andisbased
on
datafrom
the
StatistaConsumer
InsightsGlobal
survey,
aninternational
survey
thatcovers
more
than
15,000brandsacross
56
countries.Sample:
Internet
users,
aged18
–64,
quotasset
ongender
and
ageFieldwork:?
Continuousfrom
JanuarytoDecember?
Countries
thatreceive
the
extended
survey
areupdatedfourtimesayear2Notes:(1):
Seethe
full
methodology
foradetailed
overviewofthe
study
designSources:
Statista
Consumer
Insights
Global
as
of
August
2023CHAPTER
01Management
summary?
Brand
usage?
Key
insightsVogue
is
the
sixth
most
read
magazine
in
Mexico
with
National
Geographic
infirst
placeManagement
summary:
brandusageand
competitionTop10
most
read
magazinesinMexicoNational
GeographicMilenio40%31%Forbes26%25%TVyNovelasTVNotas21%20%19%19%VogueVanidadesFutbolTotalProceso16%15%CinePremiere4Notes:"Which
ofthe
following
printed
magazines
orweekly
newspapers
have
youreadin
the
past3
months?";
Multi
Pick;Base:
n=450magazine
readersSources:
Statista
Consumer
Insights
Global
as
of
August
2023The
share
of
magazine
readers
reading
Vogue
grew
by3
percentage
pointssince
Q2
of
2022Management
summary:
brandusagetimelineTimeline
of
magazine
readersreadingVogue20%19%19%18%17%2022
Q22022
Q32022
Q42023
Q12023
Q25Notes:"Which
ofthe
following
printed
magazines
orweekly
newspapers
have
youreadin
the
past3
months?";
Multi
Pick;Base:
n=40-
91
Vogue
readers,
n=232
-
490
magazine
readersSources:
Statista
Consumer
Insights
Global
as
of
August
2023Vogue
readers
in
MexicoManagement
summary:
key
insightsDemographic
profileConsumerlifestyleConsumerattitudesMarketing
touchpointsVogue
is
more
popularamongGeneration
Zthanother
magazines.Anhonest
and
respectable
lifeis
lessimportant
to
Vogue
readers
than
toother
magazinereaders.Itstands
out
that81%
ofVogue
readersthink
it’simportant
to
get
the
bestimage
and
soundquality.Vogue
readers
access
theinternet
viaasmart
speaker
more
often
thantheaverage
magazinereader.Vogue
is
more
popularamong
femalemagazine
readers
than
malemagazinereaders.Fashion
and
beauty
arerelativelyprevalent
interests
of
Vogue
readers.33%
ofVogue
readers
areinnovators
orearly
adoptersof
new
products.Onsocial
media,
Vogue
readers
interactwith
companies
more
often
than
othermagazine
readers.Compared
tothe
average
onliner,Meditation
or
wellness
are
relativelyVogue
readers
are
more
likely
tohavea
popularhobbiesamong
Vogue
readers.highincome.Arelatively
highshare
ofVogue
readersthink
thatthe
environment
isanissuethatneeds
to
beaddressed.Vogue
readers
remember
seeing
adsinonlinestores
more
often
than
othermagazine
readers.Vogue
readers
are
more
likely
toliveinmegacities
than
magazine
readers
ingeneral.6Sources:
Statista
Consumer
Insights
Global
as
of
August
2023CHAPTER
02Demographic
profile?
Generations?
Gender?
Education?
Income?
Household
classification?
Typeofcommunity?
LGBTQ+Vogue
is
more
popular
among
Generation
Z
than
other
magazinesDemographic
profile:
generationsAge
of
consumersinMexicoBrand
users33%42%24%2%3%4%Category
usersAllrespondents24%43%29%32%41%24%Generation
ZMillennialsGeneration
XBaby
Boomers8Notes:’’Howoldareyou?’’;
Single
Pick;"Which
ofthe
following
printed
magazines
orweekly
newspapers
have
youreadin
the
past3
months?";
Multi
Pick;Base:
n=89
Vogue
readers,
n=450
magazine
readers,
n=12,151
allrespondentsSources:
Statista
Consumer
Insights
Global
as
of
August
2023Vogue
is
more
popular
among
femalemagazine
readers
than
male
magazinereadersDemographic
profile:
genderGenderofconsumersinMexicoBrand
users30%70%Category
usersAllrespondents53%51%47%49%MaleFemale9Notes:’’Whatis
yourgender?’’;
Single
Pick;"Which
ofthe
following
printed
magazines
orweekly
newspapers
have
youreadin
the
past
3months?";
Multi
Pick;Base:n=89
Voguereaders,
n=450
magazine
readers,
n=12,151
allrespondentsSources:
Statista
Consumer
Insights
Global
as
of
August
2023A
relatively
high
share
of
Vogue
readers
have
a
college
degreeDemographic
profile:
educationConsumer’s
level
of
educationinMexico57%54%51%23%20%17%11%10%9%8%8%6%6%6%5%3%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:’’Whatis
the
highest
levelofeducation
youhave
completed?’’;
Single
Pick;"Which
ofthe
following
printed
magazines
orweekly
newspapers
have
you
readin
the
past
3months?";
Multi
Pick;Base:n=89
Vogue
readers,
n=450magazine
readers,
n=12,151
all
respondentsSources:
Statista
Consumer
Insights
Global
as
of
August
2023Compared
to
the
average
onliner,
Vogue
readers
are
more
likely
to
have
a
highincomeDemographic
profile:
incomeShare
ofconsumersinMexicointhehigh,
middle,
andlow
thirdsofmonthly
householdgrossincomeBrand
users40%39%32%27%Category
usersAllrespondents31%30%33%33%33%HighMiddleLow11
Notes:Recalculated
toonly
include
respondents
that
provide
income
information,
recodebased
on’’Monthly/annual
household
income
(local
currency)’’;Single
Pick;"Which
ofthe
following
printed
magazines
orweeklynewspapers
have
youreadin
the
past3
months?";
Multi
Pick;Base:
n=89
Vogue
readers,
n=450
magazine
readers,
n=12,151
all
respondentsSources:
Statista
Consumer
Insights
Global
as
of
August
2023Compared
to
other
magazine
readers,
Vogue
readers
are
relatively
likely
to
livein
a
nuclear
familyDemographic
profile:
household
classificationType
of
householdsin
whichconsumersinMexicolive42%37%31%26%19%19%18%18%18%12%11%8%7%7%
6%6%5%4%3%2%1%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalfamilyTwo
or
morerelated
adults
household
typesOtherBrand
usersCategory
usersAllrespondents12
Notes:Typology
based
on’’household
size’’,’’household
constellation’’
and
’’children
under
the
age
of14
in
household’’;
Single
Pick;"Which
ofthe
following
printed
magazines
orweekly
newspapers
have
youreadin
the
past3months?";
Multi
Pick;Base:n=89
Voguereaders,
n=450
magazine
readers,
n=12,151
all
respondentsSources:
Statista
Consumer
Insights
Global
as
of
August
2023Vogue
readers
are
more
likely
to
live
in
megacities
than
magazine
readers
ingeneralDemographic
profile:
typeofcommunityCommunities
whereconsumersliveinMexico39%34%33%25%20%18%18%16%
16%13%13%11%10%9%8%6%6%
6%Rural
communitySmall
townMedium-sized
townLarge
cityCitywithover
1
Megacity
with
over
5million
inhabitants
million
inhabitantsBrand
usersCategory
usersAllrespondents13
Notes:’’Inwhat
type
ofcommunity
do
youlive?’’;Single
Pick;
"Which
ofthe
following
printed
magazines
orweekly
newspapers
have
youreadin
the
past3months?";
Multi
Pick;
Base:
n=89
Vogue
readers,
n=450
magazine
readers,n=12,151
all
respondentsSources:
Statista
Consumer
Insights
Global
as
of
August
202310%
of
Vogue
readers
consider
themselves
part
of
the
LGBTQ+
communityDemographic
profile:
LGBTQ+LGBTQ+
statusof
consumersinMexicoBrand
users10%87%3%3%5%Category
usersAllrespondents7%91%7%88%YesNoWould
rathernot
say14
Notes:’’Do
youconsider
yourself
partofthe
LGBTQ+community?’’;
Single
Pick;"Which
ofthe
following
printed
magazines
orweeklynewspapers
have
youreadin
the
past
3months?";
Multi
Pick;Base:n=89
Voguereaders,
n=450magazine
readers,
n=12,151
all
respondentsSources:
Statista
Consumer
Insights
Global
as
of
August
2023CHAPTER
03Consumer
lifestyle?
Lifevalues?
Main
interests?
Hobbies
&leisure
activities?
Sportsactivities?
SportsfollowedAn
honest
and
respectable
life
is
less
important
to
Vogue
readers
than
to
othermagazine
readersConsumer
lifestyle:
lifevaluesMost
important
aspectsof
lifefor
consumersinMexico58%56%48%47%46%45%35%35%39%39%39%34%31%32%35%35%29%31%31%30%28%12%15%14%15%10%9%8%7%6%Anhonest
andrespectable
lifeAhappyrelationshipTobesuccessfulLearningnew
thingsSafety
andsecurityMaking
myown
decisionsAdvancingmy
careerSocial
justiceHavingagood
timeTraditionsBrand
usersCategory
usersAllrespondents16
Notes:’’Outofthe
following
list,
which
are
the
3mostimportant
aspects
toyouin
life?
Pleasechoose
exactly
3.’’;Multi
Pick;"Which
ofthe
following
printed
magazines
orweekly
newspapers
have
youreadin
the
past3
months?";Multi
Pick;Base:n=89
Vogue
readers,
n=450
magazine
readers,
n=12,151
all
respondentsSources:
Statista
Consumer
Insights
Global
as
of
August
2023Fashion
and
beauty
are
relatively
prevalent
interests
of
Vogue
readersConsumer
lifestyle:
main
interestsTop10
interestsofVogue
readersinMexico74%73%66%63%62%60%59%58%58%52%48%55%55%54%53%51%46%53%52%49%43%49%38%46%44%44%42%38%34%31%Fashion&beautyMovies,TVshows&musicHealth
&fitnessFamily
&parentingFood
&diningScience
&technologyFinance&economyTravelArts&literatureSportsBrand
usersCategory
usersAllrespondents17
Notes:’’Whattopics
are
youpersonally
interested
in?’’;Multi
Pick;"Which
ofthe
following
printed
magazines
orweekly
newspapers
have
youreadin
the
past3
months?";
Multi
Pick;Base:
n=89
Vogue
readers,
n=450
magazinereaders,
n=12,151
all
respondentsSources:
Statista
Consumer
Insights
Global
as
of
August
2023Meditation
or
wellness
are
relatively
popular
hobbies
amongVogue
readersConsumer
lifestyle:
hobbies
&leisure
activitiesTop10
hobbiesandleisure
activities
ofVogue
readersinMexico63%60%55%54%53%52%52%52%51%41%51%48%47%47%39%45%44%44%43%42%40%40%39%37%36%33%32%30%26%24%TravelingReadingVideo
gamingCooking/bakingDoing
sportsandfitnessOutdooractivitiesSocializingMeditation/wellnessPhotographyTech
/computersBrand
usersCategory
usersAllrespondents18
Notes:’’Whatare
your
personalhobbies
and
activities?’’;Multi
Pick;"Which
ofthe
following
printed
magazines
orweekly
newspapers
have
youreadin
the
past
3months?";
Multi
Pick;Base:n=89
Voguereaders,
n=450
magazinereaders,
n=12,151
all
respondentsSources:
Statista
Consumer
Insights
Global
as
of
August
2023Vogue
readers
are
more
likely
to
do
yoga
or
pilates
than
other
magazinereadersConsumer
lifestyle:
sports
activitiesTop10
sports
activitiesofVogue
readersinMexico36%33%28%27%26%24%24%23%22%21%20%
20%13%19%17%15%15%13%12%11%10%10%9%9%8%7%7%6%5%4%Fitness,aerobics,cardioRunning/JoggingSoccerCyclingYoga
/PilatesBasketballDancingVolleyball
/Beach
VolleyballSwimming/DivingMartial
ArtsBrand
usersCategory
usersAllrespondents19
Notes:’’Which
ofthese
sports
oractivities
do
youdo
at
leastoccasionally?’’;Multi
Pick;"Which
ofthe
following
printed
magazines
orweekly
newspapers
have
youreadin
the
past3
months?";
Multi
Pick;
Base:
n=62
Vogue
readers,n=269
magazine
readers,
n=6,286
all
respondentsSources:
Statista
Consumer
Insights
Global
as
of
August
2023Vogue
readers
are
more
likely
to
follow
golf
than
other
magazine
readersConsumer
lifestyle:
sports
followedTop10
sports
followed
byVoguereadersinMexico42%41%33%31%29%29%26%26%22%19%19%19%17%17%14%15%15%13%12%12%11%11%8%8%7%8%5%5%4%3%SoccerAmericanfootballBasketballBoxingTennisBaseballMixedMartial
ArtsGymnasticsGolfAthletics(track&
field)Brand
usersCategory
usersAllrespondents20
Notes:’’Inwhich
ofthese
sports
do
youfollow
competitions,
leagues
orteams?’’;Multi
Pick;"Which
ofthe
following
printed
magazines
orweekly
newspapers
have
you
readin
the
past
3months?";
Multi
Pick;Base:n=46
Voguereaders,
n=221
magazine
readers,
n=4,646
all
respondentsSources:
Statista
Consumer
Insights
Global
as
of
August
2023CHAPTER
04Consumer
attitudes?
Attitudestowards
digital
media?
Innovation
adoption?
Challenges
facing
thecountry?
Politics21It
stands
out
that
81%
of
Vogue
readers
think
it
’s
important
to
get
the
bestimage
and
sound
qualityConsumer
attitudes:media
&digitalmediaAgreementwithstatements
towards
media&digital
mediainMexico81%75%68%65%63%59%56%54%51%25%20%15%13%12%11%Itis
important
tometogetthebestimageandsoundqualityDigitalservices
allowme
to
discover
newandexcitingcontentIprefer
digitalcontentasitiseasier
tomanageIprefer
toown
hardcopies
of
films,books
or
music(e.g.,DVD,
CD,vinyl)Idon’ttrustthemainstream
media
inmy
country
ofresidence(e.g.,news
channels)Brand
usersCategory
usersAllrespondents22
Notes:’’Which
ofthese
statements
apply
toyou?’’;
Multi
Pick;"Which
ofthe
following
printed
magazines
orweekly
newspapers
have
youreadin
the
past
3months?";
Multi
Pick;Base:n=89
Vogue
readers,
n=450
magazine
readers,n=2,020
all
respondentsSources:
Statista
Consumer
Insights
Global
as
of
August
202333%
of
Vogue
readers
are
innovators
orearly
adopters
of
new
productsConsumer
attitudes:innovation
adoptionInnovation
adopter
typesbasedonstatements
towards
innovation
byconsumersinMexico40%40%36%31%29%25%20%19%18%14%12%11%2%Innovators1%1%Early
adoptersBrand
usersEarly
majorityCategory
usersLatemajorityAllrespondentsLaggards23
Notes:Recode
based
on’’Which
ofthese
statements
regardingtechnology
apply
to
you?’’;
Multi
Pick;
"Which
ofthe
following
printed
magazines
orweekly
newspapers
have
youreadin
the
past
3months?";
Multi
Pick;Base:n=89Vogue
readers,
n=450
magazine
readers,
n=12,151
all
respondentsSources:
Statista
Consumer
Insights
Global
as
of
August
2023A
relatively
high
share
of
Vogue
readers
think
that
the
environment
is
an
issuethat
needs
to
be
addressedConsumer
attitudes:challenges
facingthecountryThe
10
most
important
issuesfacing
MexicoaccordingtoVogue
readers69%74%72%70%67%59%64%60%53%59%58%57%58%55%48%48%54%53%52%46%43%49%43%46%44%41%40%36%30%28%CrimeEducationUnemploymentPovertyEconomicsituationEnvironmentHealth
andsocial
securityRising
prices/inflation/cost
of
livingFood
andwater
securityHousingBrand
usersCategory
usersAllrespondents24
Notes:’’Whatdo
youpersonally
think
are
the
mostimportant
issues
in
yourcountry
ofresidence
that
need
to
be
addressed?’’;MultiPick;"Which
ofthe
following
printed
magazines
orweekly
newspapers
have
youreadin
the
past3months?";
Multi
Pick;Base:n=89
Voguereaders,
n=450
magazine
readers,
n=12,151
all
respondentsSources:
Statista
Consumer
Insights
Global
as
of
August
2023Compared
to
other
magazine
readers,
Vogue
readers
tend
to
have
more
rightleaning
political
viewsConsumer
attitudes:politicsPolitical
attitudes
ofconsumersinMexicoBrand
users24%29%35%12%12%Category
usersAllrespondents30%29%29%24%30%27%19%LeftCenterRightPrefer
notto
answer25
Notes: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
ofthe
following
printed
magazinesorweekly
newspapers
have
youreadin
the
past
3months?";
Multi
Pick;Base:n=89
Voguereaders,
n=450
magazine
readers,
n=12,151
all
respondentsSources:
Statista
Consumer
Insights
Global
as
of
August
2023CHAPTER
05Marketing
touchpoints?
Internet
usagebydevice?
Social
media
usage?
Media
usagebychannel?
Digitaladvertising
touchpoints?
Non-digital
advertising
touchpointsVogue
readers
access
the
internet
via
a
smartspeaker
more
often
than
theaverage
magazine
readerMarketing
touchpoints:internet
usagebydeviceDevicesconsumersinMexicouse
regularly
toaccesstheinternet93%90%87%79%78%73%70%68%67%62%57%54%54%53%52%48%47%46%46%45%39%39%38%34%31%31%24%SmartphoneSmart
TVTabletLaptopGaming
console
Smart
speakersDesktop
PCStreaming
deviceSmartwatchBrand
usersCategory
usersAllrespondents27
Notes:’’Which
ofthese
devices
do
youregularlyuse
with
an
internet
connection?’’;
Multi
Pick;"Which
ofthe
following
printed
magazines
orweekly
newspapers
have
youreadin
the
past
3months?";
Multi
Pick;Base:n=89
Voguereaders,
n=450
magazine
readers,
n=12,151
all
respondentsSources:
Statista
Consumer
Insights
Global
as
of
August
2023On
social
media,
Vogue
readers
interact
with
companies
more
often
than
othermagazine
readersMarketing
touchpoints:social
media
usageSocial
mediaactivitiesinMexicobytype75%74%73%61%72%65%61%69%59%59%53%60%59%58%57%54%55%52%48%47%39%45%44%36%40%35%34%28%25%20%10%9%3%1%0%
0%Commentedon
postsPostedpictures/videosLiked
posts
SentprivateFollowedpeopleSharedpostsbyother
usersPosted
texts/statusLikedcompanypostsFollowedcompaniesSharedcompanypostsIhaveonly
Ihaven’t
usedused
social
social
mediamediabyotherusersmessagesupdatespassivelyBrand
usersCategory
usersAllrespondents28
Notes:’’Which
ofthese
things
have
youdone
onsocial
media
in
the
past
4weeks?’’;
Multi
Pick;
"Which
ofthe
following
printed
magazines
orweekly
newspapers
have
youreadin
the
past
3months?";
Multi
Pick;
Base:
n=89
Voguereaders,
n=450
magazine
readers,
n=12,151
all
respondentsSources:
Statista
Consumer
Insights
Global
as
of
August
2023Vogue
readers
tend
to
read
magazines
more
often
than
magazine
readers
ingeneralMarketing
touchpoints:media
usagebychannelType
of
mediaconsumersinMexicohavebeen
using
inthepast4weeks95%87%87%85%84%69%84%81%81%82%82%80%70%65%65%66%64%63%58%57%56%44%55%47%51%45%43%30%28%26%13%11%4%DigitalvideocontentTVDigitalmusiccontentMagazinesRadioMovies
/cinemaPodcastsDailynewspapersOnlinemagazinesOnlinenewswebsitesWeeklynewspapersBrand
usersCategory
usersAllrespondents29
Notes:’’Whatkind
ofmedia
have
youused
in
the
past
4weeks?’’;
Multi
Pick;
"Which
ofthe
following
printed
magazines
orweekly
newspapers
have
youreadin
the
past3months?";
Multi
Pick;
Base:
n=38
Vogue
readers,
n=192magazine
readers,
n=6,058
all
respondentsSources:
Statista
Consumer
Insights
Global
as
of
August
2023Vogue
readers
remember
seeing
ads
in
online
stores
more
often
than
othermagazine
readersMarketing
touchpoints:digitaladvertising
touchpointsTop10
placeswhereVogue
readersinMexicohave
come
across
digital
advertisinginthe
past
4weeks60%61%58%57%52%51%48%48%42%43%42%40%38%38%
37%32%36%36%36%
34%30%36%
32%31%32%34%34%30%29%25%Video
portalsSocial
mediaOnlinestores
Video
streamingservicesWebsitesandappsof
brandsEditorialwebsitesandappsVideo
gamesMusicportalsOtherappsSearch
enginesBrand
usersCategory
usersAllrespondents30
Notes:’’Wherehave
youcomeacrossdigital
advertisements
in
the
past4
weeks?’’;
Multi
Pick;"Which
ofthe
following
printed
magazines
orweekly
newspapers
have
youreadin
the
past
3months?";
Multi
Pick;
Base:
n=89
Voguereaders,
n=450
magazine
readers,
n=12,151
all
respondentsSources:
Statista
Consumer
Insights
Global
as
of
August
2023Vogue
readers
remember
ads
they
saw
in
printed
daily
newspapersmore
oftenthan
other
magazine
readersMarketing
touchpoints:non-digital
advertising
touchpointsPlaces
whereconsumersinMexicohavecome
across
non-digital
advertisinginthepast4weeks63%62%56%53%46%52%49%41%47%47%44%44%43%42%39%36%34%28%28%25%23%22%21%17%OnTVOnadvertisingspacesDirectly
inthe
storeInprinteddailynewspapersInprintedmagazinesandjournalsAtthemovies/cinemaOntheradioBy
mailshot
/advertisingmailon
the
goBrand
usersCategory
usersAllrespondents31
Notes:’’Wherehave
youcomeacrossnon-digital
advertisements
in
the
past4weeks?’’;
Multi
Pick;"Which
ofthe
following
printed
magazines
orweekly
newspapers
have
youreadin
the
past3
months?";
Mu
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