方管企业缺乏市场营销意识，也没有自己的品牌，对国内市场不了解，营销人才、渠道资源、产品组合常常成为迈不过去的坎。不少谋求出口转内销的方管企业，由于没有渠道而苦不堪言。而长期做外贸的思维惯性，致使有的转型企业直接采用广告轰炸，低价竞争来抢市场渠道。显然这也非长久之计。实际上，国内外市场大相径庭，国内方管市场渠道模式复杂，区域市场差异大，消费者的消费行为难以预测。

Square management enterprises lack marketing awareness and brand, and do not understand the domestic market. Marketing talents, channel resources and product mix are often the obstacles that can not be overcome. Many managed enterprises seeking export to domestic market suffer terribly because of lack of channels. The long-term thinking inertia of doing foreign trade has led some transforming enterprises to directly use advertising bombardment and low-price competition to grab market channels. Obviously, this is not a long-term solution. In fact, the domestic and foreign markets are quite different. The domestic market channels are complex, the regional markets are different, and the consumer behavior is difficult to predict.

与出口订单不同的是，内销订单往往量小而多元，这就要求我们企业必须结合自身情况进行渠道突围。对于进入传统渠道困难的中小方管企业来说，可以把脱困减负的诉求投向外部市场的结盟、协作，以及政策的扶持和行业内外的重组求变，其要诀就是随机应变，抱团过冬。

Unlike export orders, domestic sales orders are often small and diversified, which requires our enterprises to break through channels according to their own conditions. For small and medium-sized enterprises with difficult access to traditional channels, they can invest their appeal for relieving difficulties and reducing burdens in the alliance and cooperation of the external market, as well as the support of policies and the restructuring of the industry and the outside world. The key is to adapt to the situation at random and stay together for the winter.

危机时代的营销，有时进攻才是最好的防守

Marketing in times of crisis, sometimes attack is the best defense

经济不景气，开源、节流是企业的两大过冬策略。相对来讲，“节流”是比较容易操作的。具体到营销层面上，推广费用削减是必要的。但是注意是“削减”不是“削灭”，营销是企业生存的生命线!越是在市场情况艰难的时候，传播的作用与需求更加凸现。因此简单、生硬地砍掉营销费用，不能保证企业安全地度过经济萧条期。所以在紧缩开支的情况下，企业就必须把每一分钱都花在刀刃上。

Economic depression, open source and throttling are two major winter strategies for enterprises. Relatively speaking, "throttling" is relatively easy to operate. Specifically on the marketing level, it is necessary to reduce the promotion costs. But notice that "cut" is not "cut", marketing is the lifeline of enterprise survival! The more difficult the market situation, the more prominent the role of communication and demand. Therefore, simply and rigidly cutting down marketing costs can not guarantee enterprises to survive the economic depression safely. So in the case of austerity, enterprises must spend every penny on the edge of the knife.

需要有效调整营销投资策略，保证高效、低价，使得推广的性价比最高。与传统营销相比，网络营销具备精准性、互动性、价格低廉等特征，是企业过冬不错的选择。从辩证角度反过来看，危机时代的营销，有时进攻才是最好的防守。当别人都将口袋捂得紧紧的，只有你反其道而行之，就极有可能出奇制胜。这需要企业管理者的魄力和战略眼光。

Effective adjustment of marketing investment strategy is needed to ensure high efficiency and low price, so as to maximize the cost-effectiveness of promotion. Compared with traditional marketing, network marketing has the characteristics of precision, interaction and low price. It is a good choice for enterprises to spend the winter. From a dialectical point of view, marketing in crisis times is sometimes the best defense. When other people cover their pockets tightly, only you do the opposite, it is very likely to win by surprise. This requires the courage and strategic vision of business managers.

针对国内消费者需求的产品组合

Product mix for domestic consumer demand

要做好国内市场就要实施一系列有效的市场调研，充分了解国内消费者的消费习惯，制定出一个针对国内消费者需求的产品组合。通过开发新产品，刺激市场需求，并重新掌握定价权，这是企业应对危机的根本举措。

To do a good job in the domestic market, we must carry out a series of effective market research, fully understand the consumption habits of domestic consumers, and formulate a product mix for domestic consumers'needs. By developing new products, stimulating market demand, and re-grasping pricing power, this is the fundamental measure for enterprises to cope with the crisis.

调整了产品结构，调整发展方向，增资扩产大力开拓国内市场，坚持自主创新、掌握核心技术的企业，在冲击面前不仅能够生存，而且可以在冲击过后获得更大的发展。

Enterprises that have adjusted product structure, adjusted development direction, increased capital and output, vigorously exploited the domestic market, insisted on independent innovation and mastered core technology can not only survive in the face of shocks, but also achieve greater development after shocks.