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BenchmarkStudy
ReportNovember
2018the
state
ofVIDEOMARKETING2018the
state
ofVIDEO
MARKETING2018Tableof
ContentsIntroduction
3Executive
Summary
5TheImportance
ofVideo
8ThePerformance
ofVideo
12VideoViewing
DataIntegration
15VideoContentProduction
&
Budgets
19Satisfaction
with
Video
Marketing
Results
23Analyst
Bottom
Line
28Acknowledgements
32Appendix:
Survey
Background
33THE
STATE
OF
VIDEO
MARKETING
2018
3Introduction2018THE
STATE
OF
VIDEO
MARKETING
2018
4Forfartoolong,theemphasisonvideocontentmarketinghasbeenonproductionquality;thehigherthequality,themoremarketingvalueavideoispresumedto
have.While
quality
is
certainly
an
important
aspect
of
video
content,
producingqualityvideodoesnotguarantee
success.Successisverymuchafunctionofhowwellvideocontentandviewingdataintegratewiththemarketingtechnologystack,andhowthesales
teamleveragestheintelligence
gathered.Forthisfifthannualvideocontentmarketingreport,DemandMetric
andVidyardpartneredonresearchtobetterunderstandtheuseofvideoinsalesandmarketing,howperformanceisbeingmeasured,andwhatimpactvideois
having.Thisstudy’sfocusisontheuseofvideoinmarketing,thematurityindi-catorssuchasmeasuringvideocontentperformance,andhowvideoviewingdataisintegratedwithmarketingautomationplatforms(MAP)andcustomerrelationshipmanagement(CRM)
systems.Thesestudyresultsprovideinsightsanddatausefulforhelpingmarketersgetthehighestpossiblereturnontheirvideocontentinvestment.INTRODUCTIONTHE
STATE
OF
VIDEO
MARKETING
2018
5Executive
Summary2018THE
STATE
OF
VIDEO
MARKETING
2018
6Nearly80%ofthisstudy’sparticipantswereinmarketingrolesinB2BormixedB2B/B2Corganizations,with73%reportingrevenuegrowthinthemostrecentlycompletedfiscal
year.KeyFindingsForthefifthconsecutiveyear,over80%ofstudyparticipantsreportthatvideoisbecomingmoreimportantasaformofmarketing
content.Morestudyparticipantsareusingmetricstotrackvideocontenteffectiveness,withonly15%reportingthatnometricsarein
use.Theusageofvideoinplaceslike
socialmedia,recordedwebinars,andemailshasincreasedyear-over-year.Webinars,demos,andsocialmediavideosarethemostcommontypes
ofvideosbeingproducedin
2018.EXECUTIVE
SUMMARYAlloftheorganizationsthatparticipatedinthisstudyareusingvideotosomedegreeintheirmarketingefforts.Agenciesandstudiosweredisqualifiedfromcontributingtothe
study.Thepercentageoforganizationsthatareplanningtointegratevideoviewingdatawiththeirexistingmartechstacksometimeinthefuturejumpedfrom21%in2017to32%in
2018.THE
STATE
OF
VIDEO
MARKETING
2018
7Formoredetailonthesurveyparticipants,pleaserefertothe
Appendix.EXECUTIVE
SUMMARYOvertwo-thirdsofstudyparticipantsreporttheuseofvideoviewingdatabymembersofthesalesteamtoqualify,engage,orinfluence
deals.Themorevideosamarketingteam
producesinayear,thehighertheirlevelofoverallsatisfactionwiththeirvideomarketing
efforts.Theuseofvideoinaccount-basedmarketing(ABM)strategiescontinuestoincrease
year-over-year.94%ofvideomarketingbudgets
haveremainedconstantor
grown.Marketingteamsthatmakeuseofadvancedvideofeaturesandfunctionalityhavehigherlevelsofsatisfactionwithvideomarketing.GOTO
APPENDIX
THE
STATE
OF
VIDEO
MARKETING
2018
8TheImportanceof
Video2018THE
STATE
OF
VIDEO
MARKETING
2018
9THEIMPORTANCEOF
VIDEOFor
the
fifth
consecutive
year,
the
importance
of
video
remains
high,
with83%ofstudyparticipantsreportingthatvideo,asaformofmarketing
orsalescontent,isbecomingmoreimportant,asshowninFigure
1.ThedatainFigure1corroborateswhatmostmarketersarequicktoacknowledge:theimportanceofvideocontentremainsstrongandresilient,
with
95%
of
study
participants
reporting
that
video,
as
a
form
ofmarketing
or
sales
content,
is
either
becoming
more
important
or
that
itsimportanceisnot
changing.FIGURE1:THECHANGINGIMPORTANCEOFVIDEOASMARKETINGCONTENT83%
of
study
participants
report
that
video
content
is
becomingmore
important.How
is
the
importance
of
video,
as
a
form
of
marketing
orsalescontent,changinginyour
organization?More
importantLess
important83%12%Not
changing5%THE
STATE
OF
VIDEO
MARKETING
2018
10FIGURE2:WHEREVIDEOCONTENTIS
USEDSocialMedia,RecordedWebinars,andEmailsrecordthe
biggestchangeinusage
year-over-year.Where
are
you
currently
using
video
in
your
marketingactivities?THEIMPORTANCEOF
VIDEOVideocontentcanbeusedinmanydifferentwaysandplaces.Figure
2summarizeswherestudyparticipantsareusingvideo
content.RecordedWebinars40%43%39%55%Emails46%40%36%55%Social
Media84%77%76%72%Landing
Pages57%Emails55%Recorded
Webinars55%SalesConversations24%Other6%YouTube67%Social
Media84%Website85%2015201620172018THE
STATE
OF
VIDEO
MARKETING
2018
11FIGURE3:TYPESOF
VIDEOSWebinar
videos
are
the
most
common
type
of
videos
thatmarketersareinvesting
in.Which
types
of
videos
have
you
investedin?THEIMPORTANCEOF
VIDEOThis
study
also
inventoried
the
types
of
videos
that
marketers
create
anddeploy,
which
Figure
3
summarizes
for
the
current
study
year
comparedtopast
studies.Explainer
Videos49%Live
Streams31%Customer
Videos41%Vlogs15%Product
Videos47%Cultural
Videos25%How-to/Educational
Videos34%One-to-One11%SocialMedia
Videos51%Thought
Leadership32%Demos52%Webinars56%THE
STATE
OF
VIDEO
MARKETING
2018
12ThePerformanceof
Video2018THE
STATE
OF
VIDEO
MARKETING
2018
13FIGURE4:CONVERSIONPERFORMANCEOF
VIDEO59%
of
study
participants
report
that
video
convertsbetterthanotherformsof
content.Compared
to
other
types
of
content
you
use
or
have
used,howdoesvideoperformintermsofproducingtheresultsorconversionsyou
desire?THEPERFORMANCEOF
VIDEOWhilecapturingawideaudiencewithvideoiscertainlydesirable,mostmarketersrequirecontentthatdrivesconversions.Thisstudycontinuestomeasurehowvideocontentproducestheresultsorconversionsthatmarketers
covet.Figure4showsthecurrentconversionperformanceofvideo
comparedtoothertypesof
content.Theconversionperformanceofvideocomparedtoothercontenttypesremainsstrong,with59%ofstudyparticipantsreportingthatvideoperformsmuchorsomewhatbetterthanothertypesof
content.Over
the
past
two
years
of
this
study,
the
percentage
of
participants
thatreport
video
converts
somewhat
or
much
worse
than
other
content
typeshasheldsteadyat
7%.Much
betterAboutthe
same7%52%Somewhat
better34%6% 1%Somewhat
worse Much
worseTHE
STATE
OF
VIDEO
MARKETING
2018
14FIGURE5:VIDEOCONTENTEFFECTIVENESSMEASURESIN
USEThe
use
of
intermediate
metrics
grew
immensely
in2018.Howistheeffectivenessofyourvideocontent
currentlymeasured?THEPERFORMANCEOF
VIDEODeterminingtheconversionperformanceandROIofvideoisafunctionoftrackingappropriatemetrics.Thisstudymeasuredtheusageof
threebroadcategoriesofvideocontenteffectiveness
metrics:Basic:measuresofconsumptionsuchasviewsorshares.Thesearerelativelyeasytocapture.However,theydon’tallowfor
deter-minationofROI,nordotheyprovideindicatorsof
engagement.Forthesereasons,theirusefulnessis
limited.Intermediate:basicmeasuresofengagement,suchasaverageviewingduration.Withintermediatemetrics,insightsintovideoviewingbehaviorbeginto
emerge.Advanced:includeviewsbyembeddedlocation,viewerdrop-offrates,andviewingheatmapsorattributiontothesalespipeline.Withthesemetrics,precisedeterminationsarepossible
regardingrevenueimpactand
ROI.Thesecategoriesofmetricsserveasmaturityindicatorsforvideomarketing,withmaturityincreasingasusersadoptmetricsintheadvanced
category.Themostmaturevideomarketerswilluseadvancedmetricstolinkthecontentsourcetotherevenueit
influenced.Figure5summarizesvideometricsusageforallstudy
years.Theuseofintermediatemetricsgrewimmenselyin2018,with32%
ofstudyparticipantsreportingtheirusecomparedtoonly23%in
2017.123Advanced14%13%11%14%14%Basic48%51%49%42%42%None14%15%13%23%23%Intermediate24%32%23%14%21%20142015201620172018THE
STATE
OF
VIDEO
MARKETING
2018
15VideoViewingData
Integration2018THE
STATE
OF
VIDEO
MARKETING
2018
16Whichstatementbestrepresentsthestatusofintegratingvideo
viewing
data
into
your
marketing
automation
and/orCRMsystems?FIGURE
6:
INTEGRATION
STATUS
OF
VIDEO
VIEWING
DATAThe
majority
of
study
participants
either
plan
to
integrate
videoviewingdatawithmarketingandsalestechnologyorhavealreadydone
so.VIDEOVIEWING
DATAINTEGRATIONIntegratingvideoviewingdataintomarketingautomationand/orCRMplatforms
enables
the
tracking
and
usage
of
advanced
metrics.
This
inte-grationprovidesotherbenefitsas
well.Figure6showsthestatusofthisintegrationfromthisyear’sstudyparticipants.ThedatainFigure6revealssomeencouraging
findings:Nearlyhalfofstudyparticipants(46%)areeitherplanningtointe-gratewithinthenext12monthsorhaveintegratedtheirsystemsbutarenotexploitingthe
data.Only16%ofstudyparticipantshavenoplanstointegratetheirvideoviewingdataintotheirmarketingautomationand/orCRMplatforms.2Planningto
integratesometimePlanningto
integratewithin12
monthsNoplans
to
integrate Integrated
andexploitingthe
data26%Integratedbut
notexploitingthe
data32%20%16%
6%1THE
STATE
OF
VIDEO
MARKETING
2018
17The
higher
integration
levels
seen
in
this
year’s
study
are
reflected
in
theway
members
of
the
sales
team
are
using
this
data,
which
is
summarizedinFigure
7.Overtwo-thirdsofstudyparticipantsindicatedthatit
isimportantforthesales
team
to
have
access
to
customer
and
prospect
video
viewing
data.Atthehighendoftheusagespectrum,thepercentageofstudypartic-ipantswhoreporttheirsalesteamiscurrentlyusingvideoviewingdatatoqualifyleads,engageprospects,orinfluencespecificdealstoagreatextenthasdoubledinthepast
year.VIDEOVIEWING
DATAINTEGRATIONIn2018,14%ofstudy
participantsreporttheir
sales
team
is
currently
using
videoviewingdatatoagreat
extentIn2017,7%ofstudyparticipants
reportedtheir
salesteamwasusingvideoviewingdatatoagreat
extent7%14%THE
STATE
OF
VIDEO
MARKETING
2018
18FIGURE8:VIDEOFUNCTIONALITY
USAGEVideo
usage
and
plans
for
usage
with
ABM
have
increasedyear-to-year.Ifyourmarketingorsalesteamcurrentlypracticesaccount-basedmarketing(ABM),whatroledoes
videocontent
play?Inthe2016study,participantswereaskedtosharetheirusagestatusoftheaccount-basedmarketing(ABM)strategyandiftheywereusingABM,the
degree
to
which
video
content
played
a
role.Figure
8
shows
historical
usage
data
for
the
last
three
years.AstheadoptionofABMcontinuestoproliferate,theroleofvideoisbecomingmoreimportant.In2018,thenumberofstudyparticipantswhoreporttheyhaveplanstousevideooralreadyusevideoaspartoftheirABMstrategyhasgrownby
9%.20162017201813%15%ABM,
butno
video10%16%25%Idon’t
know11%13%6%ABMwithplanstouse
video44%46%Don’t
useABM39%VIDEOVIEWING
DATAINTEGRATION8%UsingvideowithABMtosome
extent23%16%THE
STATE
OF
VIDEO
MARKETING
2018
192018VideoContentProduction&
BudgetsTHE
STATE
OF
VIDEO
MARKETING
2018
20FIGURE9:WHOISCREATING
VIDEOMarketingcreatesthelion’sshareofvideo
content.Withinyourorganization,whoisproducinganyofyourvideocontent(e.g.demos,webinars,how-to’s,etc.)on
aregular
basis?Thisstudycontinuestolookatwhoiscreatingvideocontentandwhereitishosted.Figure9showswhowithintheorganizationsthatparticipatedinthisstudyiscreating
video.Forthefifthconsecutiveyear,themarketingteamremainsthetopproducerofvideocontent,whiletheInternalCommunicationsandHRteamsshowthebiggestyear-over-year
increase.VIDEOCONTENTPRODUCTION&
BUDGETSSupport
team13%Others12%HR
team12%Executive
team11%Sales
team21%Internalcommunications
team23%Marketing
team82%THE
STATE
OF
VIDEO
MARKETING
2018
21FIGURE10:WHOISDRIVINGVIDEO
CONTENTThe
Executive
team
is
more
likely
to
drive
the
creation
of
videocontentthantoproduce
it.Withinyourorganization,whoisdrivingthecreationofyourvideocontent(e.g.demos,webinars,how-to’s,
etc.)?Thisyear’sstudysurveyincludedanewquestiondesignedtofindoutwhoisdrivingthecreationofvideocontent,andtheresultsareshowninFigure10.With
marketing
strategy
and
execution
traditionally
belonging
to
marketing,these
results
are
not
surprising.
What
is
surprising,
however,
is
the
involve-ment
of
the
Executive
team
in
driving
video
content.Nearlyone-quarter(23%)of
studyparticipantsreporttheExecutiveteamis
driving
the
creation
of
video
content,
but
only
11%
of
study
participantsreport
the
Executive
team
is
responsible
for
producing
the
content
itself.VIDEOCONTENTPRODUCTION&
BUDGETSExecutive
teamSupport
team21%14%HR
teamOther16%8%Internalcommunications
team23%Sales
team23%Marketing
team85%THE
STATE
OF
VIDEO
MARKETING
2018
22Organizationsin
thisstudyreporttheirvideocontentbudgetisdecreasingthis
year.Organizationsin
thisstudyreporttheirvideocontentbudgetisincreasingthis
year.FIGURE11:VIDEOCONTENT
BUDGETVideo
content
budgets
are
staying
the
same
or
growing
for
wellover
90%
of
the
organizations
in
this
study.How
is
your
organization’s
budget
for
creating
videocontent
changing?Marketingbudgetsreflecttheorganization’spriorities,andthewayinitia-tives
are
funded
is
perhaps
the
truest
indicator
of
their
perceived
value.Figure11summarizesvideocontentbudgetgrowthforallyearsofthestudy.Thefactthatvideocontentbudgetsareincreasingforthemajorityofparticipantsascostscontinuetogodownsaysalotaboutthevalueofvideo
content.VIDEOCONTENTPRODUCTION&
BUDGETSSignificantlydecreasing0%1%0%2%1%Slightlydecreasing4%2%2%4%5%Significantlyincreasing13%16%20%7%6%Staying
thesame37%28%29%39%38%Slightlyincreasing46%53%49%48%50%55%6%20142015201620172018THE
STATE
OF
VIDEO
MARKETING
2018
232018SatisfactionwithVideoMarketing
ResultsTHE
STATE
OF
VIDEO
MARKETING
2018
24FIGURE12:SATISFACTIONWITHVIDEOMARKETING
RESULTSJust6%ofstudyparticipantsaredissatisfiedwith
theresultsoftheirvideomarketing
efforts.Overall,
how
satisfied
are
you
with
the
results
you’regettingfromyourvideomarketing
efforts?Last
year,
this
study
began
to
look
at
overall
satisfaction
with
the
results
ofvideo
marketing
efforts.
Figure
12
shows
how
this
year’s
study
participantsratedtheir
satisfaction.SATISFACTIONWITHVIDEOMARKETING
RESULTSVery
SatisfiedDissatisfiedNeutralVery
Dissatisfied5%46%Satisfied5%43%1%THE
STATE
OF
VIDEO
MARKETING
2018
25FIGURE13:SATISFACTION&ANNUALVIDEOPRODUCTION
VOLUMESatisfactionincreasesasvideoproductionvolumes
increase.Overhalfofthisstudy’sparticipantsreporttheyaresatisfiedorverysatis-fiedwiththeresultstheyaregettingfromtheirvideomarketingefforts.Oneofthecorrelationstosatisfactionistheannualvolumeofvideosproducedbystudy
participants.Figure13showshowsatisfactionincreaseswiththevolumeofvideosproduced.Therelationshipbetweensatisfactionandthevolumeofvideosproducedannuallycontinuestogrow.Inthisyear’sstudy,82%
ofparticipantswhoreportedtheyweresatisfiedorverysatisfiedwiththeir
video
marketing
results
produced
more
than
50
videos
annually,comparedtoonly72%in
2018.SATISFACTIONWITHVIDEOMARKETING
RESULTS51or
more82%11to
5062%5to
1039%Lessthan
518%Respondent’s
SatisfactionTHE
STATE
OF
VIDEO
MARKETING
2018
26FIGURE14:SATISFACTION&METRICS
USAGETheuseofadvancedmetricsdrivessatisfaction
significantlyhigher.TheuseofcertainkindsofmetricsfromFigure12,tomeasuretheeffec-tivenessofvideocontent,alsocorrelatesto
satisfaction.Figure14showstheuseofmetricsbytypeforparticipantsthataresatis-fied
with
the
results
they’re
getting
from
video.Therelationshipbetweensatisfactionandtheuseofadvancedmetricscannotbe
overlooked.Studyparticipantswhoreporttheyaresatisfiedwiththeresultsthey
aregettingfromtheirvideomarketingeffortsaremuchmorelikelytouseadvancedmetricstomeasuretheeffectivenessoftheirvideo
content.SATISFACTIONWITHVIDEOMARKETING
RESULTSAdvancedMetricsin
Use73%9%IntermediateMetricsin
UseBasic
Metrics
in
Use18%NoMetricsin
Use0%THE
STATE
OF
VIDEO
MARKETING
2018
27FIGURE15:SATISFACTION&VIDEOFEATURE/FUNCTION
USAGEThesevideofeatures/functionsaremajordriversof
highersatisfactionwith
video.The
adoption
of
some
of
the
features
and
functions
also
correlate
to
highersatisfactionwithvideomarketing
results.Figure15showsthedifferenceinsatisfactionforthesefeatures/functionswhen
they
are
and
are
not
in
use.Theuseofanyofthesevideofeatureshastheabilitytoincreasesatis-factionwithvideo
marketing.Thesatisfactiongapbetweenthosewhousethemandthosewhodonotissubstantial,averaging21percentage
points.SATISFACTIONWITHVIDEOMARKETING
RESULTSSatisfactionWhenNot
UsingSatisfactionWhen
UsingVideoCentralizedChannelAccessVideo
contentGroup
orIndividualSynchronizationVideoperformancevideo
contentperformancecontrol
forwith
embeddedrole-basedviewerof
viewercontentanalyticsmanagementanalyticsprivate/forms/gatesadministrationengagementengagementpersonalizationsecureof
contentdatato
marketingcontentautomation
orCRM
39% 38%54%51%66%7%44%30%37%35% 35% 34%36%26% 17% 18% 24%47%THE
STATE
OF
VIDEO
MARKETING
2018
28AnalystBottom
Line2018THE
STATE
OF
VIDEO
MARKETING
2018
29ANALYSTBOTTOM
LINEVideoremainsoneofthebestperformingtypesofcontentthatisavail-able
to
marketers.
This
year’s
study
reinforces
many
of
the
best
practicesidentifiedinpastyears,whileintroducingsomenew
ones.Marketerswhowanttoleveragevideointhemosteffectivewayandproducethehighestpossiblereturnshouldimplementtheserecommendations:Producemore
video.Forthefifthconsecutiveyear,over80%ofstudypartici-pantsreportthatvideoisbecomingmoreimportantasaformofmarketing
content.Asthevolumeofvideosproducedincreases,sotoodoesoverall
satisfaction
and
ROI
with
video
as
a
form
of
content.Themorevideocontentthatmarketerscanproduce,thebetter.
Cost-effective
tools
for
production
are
helping
to
putvideo
within
easy
reach
of
even
the
smallest
companies.Highlyaccessibletools,likeVidyardGoVideo,aremakingvideoverysimpletocreate
anddistribute.1THE
STATE
OF
VIDEO
MARKETING
2018
30Leverageadvancedfeaturesand
functions.The
use
of
advanced
features
and
functions
results
in
higherlevels
of
overall
satisfaction
with
video
marketing.
Marketersneedtomakethesefeaturesandfunctionsastandardpartoftheproduction
process.Leveragingavideoplatformforbusinessmakesadvancedfeatures—suchasvideoandchannelperformanceanalytics,in-video
calls-to-action,
and
synchronization
of
viewer
engage-mentdatatomarketingautomationorCRMplatforms—easilyaccessible.3Experimentwithnewfeaturesandfunctions.Therelationshipbetweensatisfactionwithvideomarketingeffortsandfunctionalityusagegrewdramaticallyin2018.Thenumberofstudyparticipantswhouseadvancedfeatures
and
report
that
their
ROI
is
getting
much
better
alsocontinuedto
grow.WhenexaminingtherelationshipbetweenvideofeaturesandstudyparticipantswhoreporttheirvideoROIisgettingmuchbetter,someofthebiggestdeltasarefoundintheuseofcentralizedvideocontentmanagement,channelperfor-mance
analytics,
and
custom
CTAs
at
the
end
of
videos.Marketerswhoarerelyingonfreevideoplatformsshouldconsiderusingavideoplatformforbusinessiftheywanttoexperimentwithnewfeaturesandfunctionsand,ultimately,extract
more
value
out
of
their
video
marketing
efforts.4ANALYSTBOTTOM
LINEEvaluatevideotypesand
placement.Inthisyear’sstudy,DemoandExplainervideoseclipsedProductvideos,representingamajorshiftinthetypesofvideosthatcompaniesareinvestingin.Astheuseofvideocontinuestoexpandacrossthebusiness,considercreatingdifferentformsofvideo
content.It
is
equally
important
to
consider
where
video
is
being
used.Inthisyear’sstudy,thereportedusageofvideoinsocialmedia,
webinars,
and
emails
have
all
increased
dramatically.Infact,theuseofvideoinemailmarketingeffortsatlargecompanieshasmorethandoubledsincelastyearalmostcertainly
because
of
the
way
it
impacts
engagement.Marketersincompaniesofallsizesareencouragedtoexperiment
with
a
variety
of
video
types
and
evaluate
newdistributionchannelsfor
video.2THE
STATE
OF
VIDEO
MARKETING
2018
31ANALYSTBOTTOM
LINETrackadvanced
metrics.Thepercentageofmarketersreportingtheuseofinterme-diatemetricshasincreaseddramaticallyoverthepast
year.Althoughthisincreaseinadoptionrepresentsprogress,theuseofadvancedmetricsistheonlywaythatmarketerscanaccuratelymeasuretherevenueimpacttheirvideocontentis
producing.Itpaystotrackadvancedmetrics;nearlythree-quartersofstudyparticipantswhoreporttheuseofadvancedmetricsareverysatisfiedwiththeresultstheyaregettingfrom
theirvideomarketing
efforts.Viewsbyembeddedlocation,viewerdrop-offrates,andattribution
to
the
sales
pipeline
are
all
examples
of
advancedmetricsthatmarketersshouldtrackforvideo
content.5Integratevideoviewing
data.Theintegrationofviewingdatawithmarketingautomationand/orCRMplatformsfacilitatesthetrackingofadvancedmetrics.
None
o
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