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CONSUMERS&BRANDSGrocery
stores:
Matöppetshoppers
in
SwedenConsumer
InsightsAugust
2023Consumer
Insights
GlobalsurveyIntroductionReport
overviewGlobalsurveymethodology(1)Design:OnlineSurvey,
splitquestionnaire
designThisreport
offers
thereader
acomprehensiveoverview
ofMatöppet
shoppers
inSweden:
who
theyare;
whatthey
like;
what
theythink;and
how
toreachthem.
Itprovides
insightson
theirdemographics,lifestyle,
opinions,
and
marketing
touchpoints.Duration:
approx.
15
minutesLanguage:
official
language(s)
ofeach
country
withAmerican
Englishoffered
asanalternativeAdditionally,thereport
allows
thereader
toRegion:
56countriesbenchmark
Matöppet
shoppers
inSweden
(’’brandusers’’)
againstSwedish
grocery
store
shoppers
ingeneral
(’’category
users’’),
and
theoverall
Swedishonliner,
labelled
as’’all
respondents’’
inthe
charts.Numberof
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
August
2023Sources:CHAPTER
01Management
summary•
Brand
usage•
Key
insightsMatöppet
is
the
eighth
most
used
grocery
store
in
Sweden
with
ICA
Maxi
in
firstplaceManagement
summary:
brandusageand
competitionTop10
most
used
grocery
stores
inSwedenICA
MaxiWillys72%55%Coop52%Lidl44%HemköpCityGrossÖoB27%23%17%MatöppetTempoHandlar’n5%4%4%4Notes:"Fromwhich
ofthese
storesdo
youregularlybuy
foodand
products
foreverydayuse?";Multi
Pick;Base:n=1,013
grocery
storeshoppersConsumer
Insights
Global
as
of
August
2023Sources:Matöppet
shoppers
in
SwedenManagement
summary:
key
insightsDemographic
profileConsumerlifestyleConsumerattitudesMarketing
touchpointsMatöppet
is
more
popularamongMillennials
thanother
grocery
stores.Traditionsand
anhonest
andrespectable
lifeare
relatively
importanttoMatöppet
shoppers.Itstands
out
that45%
ofMatöppetshoppers
avoid
artificialflavors
andpreservatives.Matöppet
shoppers
access
theinternetviaagaming
console
more
often
thantheaverage
grocery
store
shopper.Matöppet
is
more
popularamong
malegrocery
store
shoppers
than
femalegrocery
store
shoppers.Family
andparentingarerelativelyprevalent
interests
of
Matöppetshoppers.28%
ofMatöppet
shoppers
areinnovators
or
early
adopters
ofnewproducts.Onsocial
media,
Matöppet
shoppersinteract
with
companies
more
oftenthan
other
grocery
store
shoppers.Matöppet
hasalarger
share
ofshoppers
with
ahigh
income
than
other
Carsor
vehicles
are
relatively
popularArelatively
highshare
ofMatöppetshoppers
think
thatterrorism
isanissuethatneedstobeaddressed.Matöppet
shoppers
remember
seeingadson
blogs
and
forums
more
oftenthan
other
grocery
store
shoppers.grocery
stores.hobbiesamong
Matöppet
shoppers.Matöppet
shoppers
are
more
likely
toliveinlarge
citiesthan
grocery
storeshoppers
ingeneral.5Sources:Consumer
Insights
Global
as
of
August
2023CHAPTER
02Demographic
profile•
Generations•
Gender•
Education•
Income•
Household
classification•
Typeofcommunity•
LGBTQ+Matöppet
is
more
popular
among
Millennials
than
other
grocery
storesDemographic
profile:
generationsAgeof
consumersinSwedenBrand
users21%20%20%51%25%4%Category
usersAllrespondents35%35%32%32%12%12%Generation
ZMillennialsGeneration
XBaby
Boomers7Notes:’’Howoldareyou?’’;
Single
Pick;"Fromwhich
ofthese
stores
do
you
regularlybuy
foodand
products
foreverydayuse?";Multi
Pick;Base:n=53
Matöppet
shoppers,
n=1,013
grocery
storeshoppers,
n=12,167
all
respondentsSources:Consumer
Insights
Global
as
of
August
2023Matöppet
is
more
popular
among
male
grocery
store
shoppers
than
femalegrocery
store
shoppersDemographic
profile:
genderGenderofconsumersinSwedenBrand
users66%34%Category
usersAllrespondents50%50%50%50%MaleFemale8Notes:’’Whatis
yourgender?’’;
Single
Pick;"Fromwhich
ofthese
storesdo
youregularlybuy
food
and
products
foreverydayuse?";
Multi
Pick;
Base:
n=53
Matöppet
shoppers,
n=1,013
grocery
storeshoppers,
n=12,167
allrespondentsSources:Consumer
Insights
Global
as
of
August
202353%
of
Matöppet
shoppers
have
a
college
degreeDemographic
profile:
educationConsumer’s
level
of
educationinSweden38%24%
24%22%21%
21%21%19%17%16%15%11%10%9%8%8%6%
6%2%2%
2%Noformaleducation
/primary
schoolLower
secondary
UppersecondaryTechnical
/vocationaleducationBachelor
degree
Master
degree
Doctoral
degreeeducation
(noteligible
foreducation(eligible
foror
equivalentor
equivalentor
equivalentuniversity
study)
university
study)Brand
usersCategory
usersAllrespondents9Notes:’’Whatis
the
highest
levelofeducation
youhave
completed?’’;
Single
Pick;"Fromwhich
ofthese
storesdo
youregularlybuyfoodand
products
foreverydayuse?";Multi
Pick;
Base:
n=53
Matöppet
shoppers,
n=1,013
grocerystoreshoppers,
n=12,167
all
respondentsConsumer
Insights
Global
as
of
August
2023Sources:Matöppet
has
a
larger
share
of
shoppers
with
a
high
income
than
other
grocerystoresDemographic
profile:
incomeShare
ofconsumersinSweden
inthehigh,
middle,
andlowthirdsofmonthly
householdgross
incomeBrand
users41%31%29%Category
usersAllrespondents35%33%32%33%33%33%HighMiddleLow10
Notes:Sources:Recalculated
toonly
include
respondents
that
provide
income
information,
recodebased
on’’Monthly/annual
household
income
(local
currency)’’;Single
Pick;"Fromwhich
ofthese
storesdo
youregularlybuy
foodandproducts
foreverydayuse?";Multi
Pick;Base:n=53
Matöppet
shoppers,
n=1,013
grocery
store
shoppers,
n=12,167
all
respondentsConsumer
Insights
Global
as
of
August
2023Compared
to
other
grocery
store
shoppers,
Matöppet
shoppers
are
relativelylikely
to
live
in
a
nuclear
familyDemographic
profile:
household
classificationType
of
householdsin
whichconsumersinSweden
live40%28%27%26%25%24%24%21%13%13%10%
10%9%
9%
9%Two
or
more4%3%
3%Other1%
1%Multi-0%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrengenerationalfamilyrelated
adults
household
typesBrand
usersCategory
usersAllrespondents11
Notes:Sources:Typology
based
on’’household
size’’,’’household
constellation’’
and
’’children
under
the
age
of14
in
household’’;
Single
Pick;"Fromwhich
ofthese
storesdo
youregularlybuy
foodand
products
foreverydayuse?";Multi
Pick;Base:
n=53
Matöppet
shoppers,
n=1,013
grocery
store
shoppers,
n=12,167
all
respondentsConsumer
Insights
Global
as
of
August
2023Matöppet
shoppers
are
more
likely
to
live
in
large
cities
than
grocery
storeshoppers
in
generalDemographic
profile:
typeofcommunityCommunities
whereconsumersliveinSweden56%42%42%29%29%19%17%18%18%11%11%8%Rural
communitySmall
townMedium-sized
townLarge
cityBrand
usersCategory
usersAllrespondents12
Notes:Sources:’’Inwhat
type
ofcommunity
do
youlive?’’;Single
Pick;
"From
which
ofthese
stores
do
youregularly
buy
foodand
products
foreverydayuse?";Multi
Pick;Base:n=53
Matöppet
shoppers,
n=1,013
grocery
store
shoppers,n=12,167
all
respondentsConsumer
Insights
Global
as
of
August
20238%
of
Matöppet
shoppers
consider
themselves
part
of
the
LGBTQ+
communityDemographic
profile:
LGBTQ+LGBTQ+
statusof
consumersinSwedenBrand
users8%85%82%82%8%Category
usersAllrespondents9%9%9%9%YesNoWould
rathernot
say13
Notes:Sources:’’Do
youconsider
yourself
partofthe
LGBTQ+community?’’;
Single
Pick;"Fromwhich
ofthese
storesdo
youregularlybuy
foodand
products
foreverydayuse?";Multi
Pick;Base:
n=53
Matöppet
shoppers,
n=1,013
grocerystoreshoppers,
n=12,167
all
respondentsConsumer
Insights
Global
as
of
August
2023CHAPTER
03Consumer
lifestyle•
Lifevalues•
Main
interests•
Hobbies
&leisure
activities•
Sportsactivities•
SportsfollowedTraditions
and
an
honest
and
respectable
life
are
relatively
important
toMatöppet
shoppersConsumer
lifestyle:
lifevaluesMost
important
aspectsof
lifefor
consumersinSweden59%
59%51%47%45%47%42%39%39%36%
36%36%35%29%34%34%30%28%22%26%22%15%15%15%14%10%10%9%8%8%Safety
andsecurityAhappyrelationshipAnhonest
andrespectable
lifeHavingagood
timeLearningnew
thingsMaking
myown
decisionsSocial
justice
TobesuccessfulTraditionsAdvancingmy
careerBrand
usersCategory
usersAllrespondents15
Notes:Sources:’’Outofthe
following
list,
which
are
the
3mostimportant
aspects
toyouin
life?
Pleasechoose
exactly
3.’’;Multi
Pick;"Fromwhich
ofthese
stores
do
you
regularlybuy
foodand
products
foreverydayuse?";Multi
Pick;Base:n=53
Matöppet
shoppers,
n=1,013
grocery
storeshoppers,
n=12,167
all
respondentsConsumer
Insights
Global
as
of
August
2023Family
and
parenting
are
relatively
prevalent
interests
of
Matöppet
shoppersConsumer
lifestyle:
main
interestsTop10
interestsofMatöppet
shoppersinSweden54%
54%49%51%49%46%44%43%40%40%36%34%31%32%32%36%36%34%32%32%32%31%31%30%26%
26%25%25%20%
20%Food
&diningMovies,TVshows&musicFamily
&parentingHistoryFashion&beautyHealth
&fitnessTravelHome
&gardenSportsCareer
&educationBrand
usersCategory
usersAllrespondents16
Notes:Sources:’’Whattopics
are
youpersonally
interested
in?’’;Multi
Pick;"Fromwhich
ofthese
storesdo
youregularlybuy
foodand
products
foreverydayuse?";Multi
Pick;Base:n=53
Matöppet
shoppers,
n=1,013
grocery
storeshoppers,n=12,167
all
respondentsConsumer
Insights
Global
as
of
August
2023Cars
or
vehicles
are
relatively
popular
hobbies
among
Matöppet
shoppersConsumer
lifestyle:
hobbies
&leisure
activitiesTop10
hobbiesandleisure
activities
ofMatöppet
shoppersinSweden55%42%44%43%43%43%
43%41%40%31%34%
34%34%
29%29%34%32%32%32%32%31%30%27%26%24%24%20%
20%20%18%Cooking/bakingSocializingOutdooractivitiesDoing
sportsandfitnessVideo
gamingCars/vehiclesPetsTech
/computersTravelingPhotographyBrand
usersCategory
usersAllrespondents17
Notes:Sources:’’Whatare
your
personalhobbies
and
activities?’’;Multi
Pick;"Fromwhich
ofthese
storesdo
youregularlybuy
food
and
products
foreverydayuse?";Multi
Pick;
Base:
n=53
Matöppet
shoppers,
n=1,013
grocery
storeshoppers,
n=12,167
all
respondentsConsumer
Insights
Global
as
of
August
2023Matöppet
shoppers
are
more
likely
to
play
basketball
than
other
grocery
storeshoppersConsumer
lifestyle:
sports
activitiesTop10
sports
activitiesofMatöppet
shoppersinSweden25%23%21%18%
18%17%17%17%15%15%13%15%15%
15%15%15%13%13%9%9%8%7%6%6%5%5%4%
4%2%1%HikingFitness,aerobics,cardioCyclingBasketballGolfSwimming/DivingSoccerCricketDancingRunning/JoggingBrand
usersCategory
usersAllrespondents18
Notes:Sources:’’Which
ofthese
sports
oractivities
do
youdo
at
leastoccasionally?’’;Multi
Pick;"Fromwhich
ofthese
stores
do
you
regularlybuy
foodand
products
foreverydayuse?";Multi
Pick;Base:n=28
Matöppet
shoppers,
n=879grocery
storeshoppers,
n=5,219
all
respondentsConsumer
Insights
Global
as
of
August
202311%
of
Matöppet
shoppers
follow
basketballConsumer
lifestyle:
sports
followedTop10
sports
followed
byMatöppet
shoppersinSweden22%
22%17%16%
16%13%11%11%11%8%8%8%8%7%6%6%5%
5%5%
5%5%
5%4%4%3%
3%3%3%1%
1%Field
hockeySoccerIceHockeyBasketballHandballSwimming/divingGolfMotorsportsTennisAmericanfootballBrand
usersCategory
usersAllrespondents19
Notes:Sources:’’Inwhich
ofthese
sports
do
youfollow
competitions,
leagues
orteams?’’;Multi
Pick;"Fromwhich
ofthese
storesdo
youregularlybuy
foodand
products
foreverydayuse?";Multi
Pick;
Base:
n=17
Matöppet
shoppers,
n=638grocery
storeshoppers,
n=3,856
all
respondentsConsumer
Insights
Global
as
of
August
2023CHAPTER
04Consumer
attitudes•
Attitudestowards
food•
Innovation
adoption•
Challenges
facing
thecountry•
Politics20Itstands
out
that
45%
of
Matöppet
shoppers
avoid
artificial
flavors
andpreservativesConsumer
attitudes:food
&nutritionAgreementwithstatements
towards
food
&nutritioninSweden58%54%
54%45%36%
36%34%32%29%
29%27%
27%22%
22%15%Iactively
trytoeathealthyIavoid
artificialflavorsandpreservativesItrytoavoidplasticpackagingwhen
buying
foodFood
mustbeconvenient
andfastItrytoeat
lessmeatBrand
usersCategory
usersAllrespondents21
Notes:Sources:’’Which
ofthese
statements
apply
toyou?’’;
Multi
Pick;"Fromwhich
ofthese
storesdo
youregularlybuy
foodand
products
for
everyday
use?";Multi
Pick;
Base:
n=53
Matöppet
shoppers,
n=1,013
grocery
storeshoppers,n=2,029
all
respondentsConsumer
Insights
Global
as
of
August
202328%
of
Matöppet
shoppers
are
innovators
or
early
adopters
of
new
productsConsumer
attitudes:innovation
adoptionInnovation
adopter
typesbasedonstatements
towards
innovation
byconsumersinSweden38%38%37%26%26%26%24%24%21%13%12%
11%2%Innovators1%1%Early
adoptersBrand
usersEarly
majorityCategory
usersLatemajorityAllrespondentsLaggards22
Notes:Sources:Recode
based
on’’Which
ofthese
statements
regardingtechnology
apply
to
you?’’;
Multi
Pick;
"From
which
ofthese
storesdo
youregularly
buy
foodand
products
foreverydayuse?";Multi
Pick;Base:
n=53
Matöppetshoppers,
n=1,013
grocery
storeshoppers,
n=12,167
all
respondentsConsumer
Insights
Global
as
of
August
2023A
relatively
high
share
of
Matöppet
shoppers
think
that
terrorism
is
an
issue
thatneeds
to
be
addressedConsumer
attitudes:challenges
facingthecountryThe
10
most
important
issuesfacing
Sweden
accordingtoMatöppet
shoppers61%
61%52%
53%51%46%42%45%42%35%34%40%39%32%31%30%36%34%34%27%32%32%32%32%31%31%30%28%21%
21%CrimeEconomicsituationRising
prices/inflation/cost
of
livingHousingEnvironment
UnemploymentEducationImmigrationPovertyTerrorismBrand
usersCategory
usersAllrespondents23
Notes:Sources:’’Whatdo
youpersonally
think
are
the
mostimportant
issues
in
yourcountry
ofresidence
that
need
to
be
addressed?’’;MultiPick;"Fromwhich
ofthese
stores
do
you
regularlybuy
foodand
products
foreverydayuse?";Multi
Pick;Base:n=53
Matöppet
shoppers,
n=1,013
grocery
store
shoppers,
n=12,167
all
respondentsConsumer
Insights
Global
as
of
August
2023Compared
to
other
grocery
store
shoppers,
Matöppet
shoppers
tend
to
havemore
right
leaning
political
viewsConsumer
attitudes:politicsPolitical
attitudes
ofconsumersinSwedenBrand
users15%23%51%11%Category
usersAllrespondents25%26%25%35%34%15%26%15%LeftCenterRightPrefer
nottoanswer24
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;"Fromwhich
ofthese
stores
do
youregularlybuy
food
and
products
foreverydayuse?";Multi
Pick;
Base:
n=53
Matöppet
shoppers,
n=1,013
grocery
storeshoppers,
n=12,167
all
respondentsConsumer
Insights
Global
as
of
August
2023CHAPTER
05Marketing
touchpoints•
Internet
usagebydevice•
Social
media
usage•
Media
usagebychannel•
Digitaladvertising
touchpoints•
Non-digital
advertising
touchpointsMatöppet
shoppers
access
the
internet
via
a
gaming
console
more
often
thanthe
average
grocery
store
shopperMarketing
touchpoints:internet
usagebydeviceDevicesconsumersinSwedenuseregularly
toaccesstheinternet94%93%92%75%72%71%70%62%62%61%60%55%53%50%47%47%47%45%
45%37%36%33%32%25%24%20%19%SmartphoneSmart
TVLaptopGaming
consoleBrand
usersTabletStreaming
deviceAllrespondentsDesktop
PCSmart
speakersSmartwatchCategory
users26
Notes:Sources:’’Which
ofthese
devices
do
youregularlyuse
with
an
internet
connection?’’;
Multi
Pick;"Fromwhich
ofthese
storesdo
you
regularlybuy
food
and
products
foreverydayuse?";Multi
Pick;
Base:
n=53
Matöppet
shoppers,n=1,013
grocery
store
shoppers,
n=12,167
all
respondentsConsumer
Insights
Global
as
of
August
2023On
social
media,
Matöppet
shoppers
interact
with
companies
more
often
thanother
grocery
store
shoppersMarketing
touchpoints:social
media
usageSocial
mediaactivitiesinSweden
by
type67%66%64%63%57%45%51%51%
51%46%40%42%42%39%38%23%
23%30%36%29%28%34%34%34%32%31%29%28%14%
14%8%
8%
7%8%6%
6%Liked
postsbyotherusersFollowedpeopleSentprivatemessagesPostedpictures/videosFollowedcompaniesCommentedon
postsSharedpostsbyother
usersLikedcompanypostsSharedcompanypostsPosted
texts
Ihaveonly
Ihaven’t
used/statusupdatesused
social
social
mediamediapassivelyBrand
usersCategory
usersAllrespondents27
Notes:Sources:’’Which
ofthese
things
have
youdone
onsocial
media
in
the
past
4weeks?’’;
Multi
Pick;
"From
which
ofthese
storesdo
you
regularly
buy
foodand
products
foreverydayuse?";Multi
Pick;Base:
n=53
Matöppet
shoppers,n=1,013
grocery
store
shoppers,
n=12,167
all
respondentsConsumer
Insights
Global
as
of
August
2023Matöppet
shoppers
tend
to
read
online
magazines
more
often
than
grocerystore
shoppers
in
generalMarketing
touchpoints:media
usagebychannelType
of
mediaconsumersinSweden
havebeen
using
inthepast4weeks77%71%
72%71%69%68%66%
59%59%66%59%62%58%58%57%55%45%47%34%45%
40%44%43%33%40%32%31%30%17%21%
14%14%19%DigitalvideocontentTVDigitalmusiccontentRadioOnlinenewswebsitesMovies
/cinemaDailynewspapersPodcastsMagazinesOnlinemagazinesWeeklynewspapersBrand
usersCategory
usersAllrespondents28
Notes:Sources:’’Whatkind
ofmedia
have
youused
in
the
past
4weeks?’’;
Multi
Pick;
"From
which
ofthese
stores
do
youregularly
buy
food
and
products
foreverydayuse?";Multi
Pick;Base:n=53
Matöppet
shoppers,
n=1,009
grocery
storeshoppers,
n=6,071
all
respondentsConsumer
Insights
Global
as
of
August
2023Matöppet
shoppers
remember
seeing
ads
on
blogs
andforums
more
oftenthan
other
grocery
store
shoppersMarketing
touchpoints:digitaladvertising
touchpointsTop10
placeswhereMatöppet
shoppersinSweden
havecome
across
digitaladvertisinginthepast4weeks42%45%43%42%41%
41%38%38%37%34%31%30%30%30%28%28%23%26%26%24%21%
21%19%
19%19%19%18%17%15%14%Video
portals
Search
engines
OnlinestoresSocial
mediaBlogs/forumsMusicportalsVideo
games
Video
streamingservicesEditorialwebsitesandappsNewslettersBrand
usersCategory
usersAllrespondents29
Notes:Sources:’’Wherehave
youcomeacrossdigital
advertisements
in
the
past4
weeks?’’;
Multi
Pick;"Fromwhich
ofthese
storesdo
youregularlybuy
food
and
products
foreverydayuse?";Multi
Pick;
Base:n=53
Matöppet
shoppers,n=1,013
grocery
store
shoppers,
n=12,167
all
respondentsConsumer
Insights
Global
as
of
August
202345%
of
Matöppet
shoppers
remember
ads
they
saw
out-of-homeMarketing
touchpoints:non-digital
advertising
touchpointsPlaces
whereconsumersinSwedenhave
come
across
non-digital
advertisinginthepast4weeks45%44%44%40%
40%40%
39%34%29%34%34%28%32%31%30%23%30%30%25%24%24%22%17%16%Onadvertising
By
mailshot
/Directly
inthestoreOntheradioAtthemovies/cinemaInprinteddailynewspapersOnTVInprintedmagazinesandjournalsspacesadvertisingmailon
the
goBrand
usersCategory
usersAllrespondents30
Notes:Sources:’’Wherehave
youcomeacrossnon-digital
advertisements
in
the
past4weeks?’’;
Multi
Pick;"Fromwhich
ofthese
storesdo
youregularlybuy
foodand
products
foreverydayuse?";Multi
Pick;
Base:
n=53
Matöppet
shoppers,n=1,013
grocery
store
shoppe
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