JINGJI“GUODONG”，YINGXIAOBUFANGZHEIYANGZUO

　　2020年，相信大多行业，都能体会到呼啸而来的经济“寒冬”。尤其是在全球经济疲软、中美贸易战背景下，加上国家去过剩产能、供给侧改革、经济结构调整以及环保政策等，很多企业经营面临困惑与困境：租金高企、人力成本上升、融资难、资金链紧张等诸多因素影响，一些企业陷入困局：市场萎缩，营销停滞，更有些企业销量断崖式下滑，挣扎在生死线上……
　　 三十年顺风顺水的发展，如今走到了尽头。经济“过冬”，企业应该怎么办，如何在营销层面不断发力，度过这个难捱的“冬天”，先存活下来，再盼望“春暖花开”？

　　XUEHUIQUSHE，BUZAITANDUO。HENDUOQIYEZAIZUOSHICHANGSHI，BUDONGQUSHE，ZONGSHITANDAQIUQUAN。BIRU，QIYEYIDINGYAOZUODA，QISHI，QIYEZUOXIAO、ZUOQIANG、ZUOJING，YOUHECHANGBUKENI？YIXIESHILIBINGBUXIONGHOUDEZHONGXIAOQIYE，ZONGSHIWANGTUBUJUQUANCHANYELIANYIJIQUANGUOSHICHANG；YOUXIEQIYEZAISHEJICHANPINSHI，WEILEZHAOLANXIAOFEIZHE，WANGWANGBUDUANDIZENGJIAYIXIECHANPINGONGNENG，NAPAZHEIXIEGONGNENGBINGBUBIYAO……

　　QISHI，JINGJIBUJINGQISHI，QIYEGENGYAOXUEHUIQUSHE，ZHUAZHUHEXINERYOUJIAZHIDESHICHANGYAOSU，PAOQIYIXIEDUISHICHANGJIAZHIBUDADE“BAOFU”，CONGERQINGZHUANGSHANGZHEN，YOURENYUSHICHANG。BIRU，RENTONGCHULIDIAOYIBUNENGSHIYINGSHICHANGDELAOCHANPIN、LAOBAOCAI，RANGTAMENBIANXIAN；SHOUSUOYIXIEPIANYUANERYUNZUOCHENGBENGAOQIEWULIKETUDESHICHANG；JUJIAOHEXINKEHU，“SHOUZHIYIYU”，YE“SHOUZHIYIYU”，HAOGANGYONGDAODAORENSHANG；JIANSHAOWUGUANJINYAODECHANPINGONGNENGHUOPEITAOCHANPINYIJIANGDICHANPINJIAGE；BUYAOWANGTUTAOHAOSUOYOUXIAOFEIQUNTI，JIANGSHICHANGJINGZHUNXIFEN，GUANZHUHEXINXIAOFEIRENQUN，GEXINGHUA、DINGZHIHUAMANZUTAMENDEXUQIU。

　　FANGXIASHENDUAN，SHENGYIBUYANXIAO。JINGJI“YANDONG”LAILINZHIJI，BUYAOZAIXIANGYIWANGYIYANGDUISHENGYITIAOTIAOJIANJIAN，YOUYIDANMEIYIDANWUSUOWEI。ZAIMAIFANGSHICHANGZHUANXIANGMAIFANGSHICHANGSHI，YOUYUSHIJIKEZHIPEIXINGZHICHUYOUXIAN，NEIXULADONGBUZU，YOUSHENGYI，JIUKENENGYIJINGBUCUOLE。YINCI，QIYEYAOPAOQIYUANLAI“YIZHIQIANJIN”、“DIANDAQIKE”、DINGDANLIANGXIAOBUZUO、BUXIEXIAOSHENGYI、XIAOKEHUDEZUOFA，ZHUANERZUOHAOFUWU，“DAXIAOTONGCHI”，“MAYIDUOLEYESHIROU”，JISHACHENGTA，JIYECHENGQIU，JISHAOCHENGDUO，ZHIYAOYOUSHENGYI，NAPAJUANJUANXILIU，YEHUIRANGYUANGONGYOUHUOGAN，RANGQIYEYOUBENTOU，RANGSHICHANGYOUWEILAI。

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　　ZOUGAODUANLUXIAN，DANYEBIEHUSHIZHONGDIDUANXIAOFEIZHE。CONGWEILAIXIAOFEIQUSHIKAN，QIYEZOUZHONGGAODUANLUXIANYIDIANDOUMEICUO，BIJING，ZAIMANZULEJIBENDESHENGCUNXUQIUZHIHOU，XIAOFEISHIQUXIANGYUGAISHANXING，GENGDUOTIXIANPINWEIYUDANGCIDENGDENGJINGSHENXUQIUDE，DANZAIXIANZAIJIAOYU、YILIAO、YANGLAOTIZHIDENGBUWANSHANDEQINGKUANGXIA，XIANGDANGYIBUFENXIAOFEIZHECHULEMANZURICHANGDEJIBENSHENGHUOXUQIUZHIWAI，SHIHENNANXIANGGENGGAOCHANPINCENGCISHANGZHUIQIUDE。

　　JIYUZHEIGEXIANSHI，QIYEYIFANGMIANYAOJIXUZUOZHONGGAODUANCHANPIN，YIQIU“ZHENGYOUQIANRENDEQIAN”，CIWAI，YEBIEWANGLEXIAOFEIDE“DADUOSHU”，YEJIUSHIZHONGDIDUANXIAOFEIRENQUN，YOUQISHIKUAIXIAOPINXINGYE。QIYEKEYITONGGUOLINGQILUZAO，JIZHONGXINZHUCEZHONGDIDUANPINPAIDEFANGSHI，LAIRANGJIQIBUTINGXIE，SHENGCHANBUTINGGONG。TAIWANWANGWANG、KANGSHIFU、TONGYISHIPIN，JIUTONGGUO“HEIPI”、“FUMANDUO”、“HAOJINGDAO”DENGLINGSUPINPAIDEFANGSHI，ZAIYUANYOUGAODUANPINPAIDINGWEIDEJICHUSHANG，TONGGUODIDUANPINPAIDETUICHU，KUODALEXIAOFEIRENQUN，GENGHAODISHENTOULESHICHANG，ZUIZHONGSHIXIANLEGUIMOTANBOCHENGBENDEXIAOYING。

　　ZHENGHEZIYUAN，TANXUNYINGXIAOXINMOSHI。ZAIQUANQIUJINGJIHUXIANGRONGRUDEGEJUXIA，XUEHUIZHENGHEZIYUAN，JIEJIANGUONEIWAIYOUXIUDEYINGXIAOMOSHI，YESHIQIYEGENGHAODITUWEIDELIANGCE。JINNIANLAI，AOTELAISIMOSHI，ZAIYIXIEDIFANG，JIUGUANGSHOUHUANYING。AOTELAISI（Outlets）ZUIZAODANSHENGYUMEIGUO。ZUICHUSHI“GONGCHANGZHIXIAODIAN”，ZHUANMENCHULIGONGCHANGWEIHUO。HOULAICHENGLEXIAOSHOUMINGPAIGUOJI、XIAJIA、DUANMASHANGPINDESHANGDIANZUCHENGDEGOUWUZHONGXIN，YEBEICHENGWEI“PINPAIZHIXIAOGOUWUZHONGXIN”，BINGZHUJIANFAZHANCHENGWEIYIGEDULIDELINGSHOUMOSHI。TAYOUSANDATEDIAN：PINPAIDUGAO、ZHEKOUDI、TINGCHECHANGDA。JINQI，BIZHEZAIGENBEIJINGYIZHUMINGPINPAIFUSHIQIYEJIANGKEQIAN，CENGZOUFANGYUANLAISHIBEIJINGMOUBAIHUOXIANZAIGAICHENGDEAOLAIBAIHUO，SHANGCHANGLIZHUYAOSHIFUSHI、XIEMAOYIJIPEITAODENGCHANPIN，YINWEIDOUSHIDAPINPAI、ZHEKOUDA，YINCI，XIYINLEBUSHAOZHUIQIUXINGJIABIDEXIAOFEIRENQUN。

　　AOLAIMOSHIYOUSIZHONG，FENBIESHILIANHEMOSHI：CAIYONGTONGYISHOUYINFANGSHI，AOTELAISISHANGCHANGANZHAOHEZUOKOULVBILISHOUQUXIAOSHOUTICHENG，KOUCHUXIAOSHOUTICHENGJIBIYAOFEIYONGHOUYUKUAN ANHETONGYUEDINGRIQIFANHAICHANGSHANG，HEZUOSHUANGFANGQIANDINGDESHILIANYINGHETONG；ZULINMOSHI：JIANGYIGEGEDIANPUZULINJIPINPAICHANGSHANG，YISHOUQUZUJINDEFANGSHIHUODEYINGYESHOURU；ZIYINGMOSHI：YIXIEAOTELAISISHANGCHANGZAIKAIYEZHAOSHANGCHUQIWEIJIANGDIZHAOSHANGNANDUHUICAIMAIYIXIEGUOJIDAPAIFUZHUANGZUOWEIBIAOGANXINGPINPAI，YICIXIYINZHONGGAODANGPINPAIDERUZHU。YOUSHIYEHUIZIXINGDAILIHUOMAIDUANYIXIEPINPAIDEKUCUNSHANGPIN，YONGYUBUCHONGZHAOSHANGPINPAIKONGQUE，HUOSHIYUQIMAOLIJIAOGAODEKUCUNSHANGPIN；TUOGUANMOSHI：JIWAIDIPINPAISHANGWEITUOAOTELAISISHANGCHANGGUANLI，TUOGUANFANWEIBAOKUORENYUAN、HUOPIN、DINGJIA、CUXIAODENG，CHANGSHANGYIBANZHIFUZETIGONGHUOPINYIJIJINJIA，QIYUYOUSHANGCHANGJINXINGGUANLICAOZUO。

　　GUANGKAIQUDAO，ZENGDAXIAOSHOUJIHUI。PINPAIZHISHENG，QUDAOWEIWANG。QUDAOYUEGUANG，JIECHUXIAOFEIZHEDEJIHUIJIUYUEDUO，XIAOSHOUDEJILVJIUYUEDA。YOUQISHIZAIJINGJIZHIZHANGQINGXINGXIA，QIYEGENGYINGGAICONGZUOSHANGDAOXINGSHANG，CONGZUOXIAODAOXINGXIAO，WANGLUOGENGDUODEXIAOSHOUSHIJI。

　　ZHUDONGKAITUOQUDAO。RUHEQUXUNZHAOGENGDUODEXIAOFEIZHE，RANGTAMENLEJIECHANPIN、TIYANCHANPIN、RENKECHANPINDAOGOUMAICHANPIN，YIGEHENHAODEFANGFA，JIUSHIZENGJIAGENGDUODEXIAOSHOUQUDAO，SHENZHIZUODAOQUANQUDAO。SUOYI，QIYEKEYIXIXISHULISUOYOUNENGXIAOSHOUCHANPINDEQUDAO，FENQINGZHUCI，ZHIDINGKAITUOJIHUA，YOUBUZHOUYOUCELVEDITUOZHANQUDAO。TONGSHI，QIYEYAOZHIDINGJIANGCHENGJIZHI，DUIYUJIJIKAITUOSHICHANG、KEHU、QUDAODEYOUGONGRENYUAN，YAOJINXINGZHONGJIANG，JIECI，RANGYINGXIAOTUANDUIXIANQIKAITUOQUDAOYUKEHUDERECHAO。

　　HULIANWANGQUDAO。ZAIHULIANWANGJISHUBEIJINGXIA，YOURENSHUO，SUOYOUDEXINGYE，DOUZHIDEZHONGZUOYIBIAN。HULIANWANGGAIBIANLEYINGXIAOQUDAO，CONGPINGMIANDAOLITI，CONGLIANJIEDAOHUDONG，HULIANWANG，YERANGMEIYIGERENDOUCHENGWEIZHONGJIEHUOZAITI，SHENZHIKEYISHISHIZIMEITIYINGXIAO，YEJIUSHIMEIYIGERENDOUKEYICHENGWEIXIAOSHOUDEZHUTI，LIYONGHULIANWANG，SUISHISUIDISHIXIANXIAOSHOU。BIZHEYOUYICIPEIXUNLIANYUNGANGMOUZHIMINGTAIYANGNENGRESHUIQIQIYE，JIUZAIWANSHANGCHIFANDEJIANXI，RENLIZHUGUANCANJIALESHICHANGBUYAOQIUDEZAIPENGYOUQUAN、SHEQUNTUISONGLIDUJIAODADECUXIAOHUODONGXINXIDEXINGDONG，ZAIJIAODUANDESHIJIANNEI，JIUMAICHUQUJIUTAIJIQI。ZHEIJISHIQUANYUANYINGXIAO，YESHIZIMEITIYINGXIAO，QUANYUANJIEBING，LIYIJUNZHAN，QUDELELIANGHAODEYINGXIAOXIAOGUO。

　　ZHONGDUANQIANZHI。XIAOMENDIAN，DAYINGXIAO，ZOUCHUQU，YINJINLAI，SHIZAIZUJINJUGAOBUXIADEQINGKUANGXIA，ZUOWEIDIANPUSHIQIYE，KEYICAIQUDEYINGXIAOMOSHI。QIYEBUJINYAOZAIMENDIANZUOHAOCHANPINDECHENLIEZHANSHI、SHOUZHONGGOUTONG、XIANCHANGTIYAN、SHOUHOUFUWUDENGGONGZUO，ERQIE，HAIYAODUOZOUCHUQU，DAOXIAOQUSAOLOU，ZAIXIAOQUQUZUOCHANPINZIXUN、TIYAN、SHOUMAIHUODONG，YIFANGMIANKEYIXIANCHANGTUIXIAOCHANPIN，ERQIE，HAIKEYIYOUXIAOYINLIU，XIYINKEHUDAOMENDIAN，SHENZHIXIANSHANGXIANXIAHUXIANGZHUANHUA，XINGCHENGLIANGXINGHUDONG。

　　这场经济寒冬，无人能告诉我们会持续多久。因而，企业必须要苦练内功、夯实基础，调整思路，善于取舍，敢于创新，整合资源，积极开拓，如此，才能稳健前行，才能不在“春天”来临前，扑倒在迷茫的路上。

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