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英国马狮(Marks Spencer)百货集团公司成立于1903年,本世纪80年代已经发展成为英国最大的零售连锁百货商店。在英国共有260家连锁店,总面积达60万平方米。马狮公司经营的商品涉及服装、食品、酒类、鞋类、化妆品、书籍、日用陈设品等。 马狮公司的实力威振英国,而其营销策略更是闻名于世。它不象其他的百货公司那样,经销各种名优品牌商品,而只是经销专属于马狮公司的圣米高(St.Michael)牌商品,依据自己了解市场消费需求的优势,自己设计产品,而后交给制造商生产,并确保产品质量。马狮公司雇有350余名技术人员与制造商紧密合作,在选料、生产程序、技术、品质控制、生产工艺等方面提供意见。最后将品质优良的产品挂上“圣米高”的商标在集团内销售,“圣米高”商品90％以上是在英国制造的,与其相联系的制造公司超过800家,其中有150多家公司与“马狮”合作超过25年,但马狮公司并未在其制造商中投资占有股权。 马狮公司以其独特的营销策
The British Marks Spencer department store company was founded in 1903 and has grown into the largest retail chain department store in the UK in the 1980s. There are 260 chain stores in the UK with a total area of 600,000 square meters. Ma Shi’s merchandise deals with clothing, food, alcohol, footwear, cosmetics, books, and daily furnishings. Ma Shi’s strength is power to the United Kingdom, and its marketing strategy is more famous in the world. It does not distribute products of various famous brands like other department stores, but only distributes St. Michael brand products exclusively for Lions, and designs products based on their own understanding of the advantages of market consumption. Handed over to the manufacturer for production and ensured product quality. Ma Shi Company employs more than 350 technical personnel who work closely with manufacturers to provide advice on the selection of materials, production procedures, technology, quality control, and production processes. In the end, the “San Miguel” brand is sold under the “San Miguel” brand, which is a high-quality product. More than 90% of the “Sheng Migao” products are manufactured in the UK. There are more than 800 manufacturing companies associated with them, including over 150 of them. The company has been cooperating with the “lion lion” for more than 25 years, but the company has not invested in its manufacturer’s equity. Lions company with its unique marketing strategy