企业传播资源聚焦
企业资源包括资金、技术、人力、设备、商标、企业和品牌影响力、销售网络等等。资源战略是企业一切经营活动的统帅，经营战略和营销策略的制定必须依据于资源战略。经济形势好时，涂料企业可以将多款产品同时多线传播，进行组合式推广;但是经济疲软的环境下，涂料企业或许就需要把所有传播资源进行收缩，聚焦在某一款产品上，这时，有效合理地使用传播资源显得尤为重要。
做好传播的整合
在市场环境不理想，资金紧张的情况下，涂料企业要保证品牌在市场上和消费者心中的活跃性以及持续的刺激性，必须把各方的资源都整合进来，这也许是大部分涂料企业所面临的难题，涂料企业需要特别注意以下几点：
重新研究受众行为
目前的经济形势下，消费者的生活都受到了不同程度的影响，消费者现在的思想发生了哪些改变，行为特征有何变化，这些都是涂料企业必须研究的，只有在掌握了消费者的行为动态，才能将信息更加精确的传递到目标受众处。
重新规划传播的策略方向
重新研究了消费者的行为特征，还得清晰涂料企业本身最需要向消费者传达什么信息。企业战略做了重新调整，传达信息的重点自然也会发生改变，提炼出企业优势和产品优势，重新规划传播的策略方向，确定了向谁传播，传播什么内容，才能更加精准有效的达到良好沟通之效果。
以线上线下联动的混媒组合形式整合传播
整合传播的概念在我国传播了很多年，讲究的是在一个策略主题的指导下，利用线上媒体的高空拉动+线下媒体的体验互动，来形成立体式的与消费进行品牌沟通，实现购买达成之目的。在目前的形势下，涂料企业需要界定清楚线上线下媒体所承担的各自作用，而不能盲目的整合。
做好终端体验化
任何时候终端对涂料企业来说显得尤其的重要，此时的消费者变得空前的理性、谨慎，他们不再相信涂料企业在广告上的一面之词，抛出那些所谓的“卖点”和“差异”，他们希望能够亲眼看到、亲身体验到产品和服务所能给他们带来的价值。因此，让消费者真实而准确地体验涂料窗品牌，是决胜终端的关键途径。涂料企业更应该在终端设置有趣的体验来消除他们的各种顾虑，潜移默化的影响他们的购买心理，实现“临门一脚”，达到产品销售之目的。
在这样一个市场需求明显放缓的特殊时期，涂料企业更需要对市场有清晰的认识，既不能盲目的投放，也不必“雪藏”品牌，调整好战略，将资源聚焦起来，以合理最优的整合传播方式，配合终端的体验化促销，定能在这不利的市场环境下抢得先机，逆势崛起!
The following has evaluated to null or missing:
==> langConfig [in template "public_include/wap/module/version_1/language.html" at line 49, column 14]
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Tip: If the failing expression is known to be legally refer to something that's sometimes null or missing, either specify a default value like myOptionalVar!myDefault, or use <#if myOptionalVar??>when-present<#else>when-missing</#if>. (These only cover the last step of the expression; to cover the whole expression, use parenthesis: (myOptionalVar.foo)!myDefault, (myOptionalVar.foo)??
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FTL stack trace ("~" means nesting-related):
- Failed at: #if langConfig.status?string = "false" [in template "public_include/wap/module/version_1/language.html" at line 49, column 9]
- Reached through: #include "/public_include/wap/module/... [in template "tpl/2018/03/17/2613443926933696//wap/com_5.html" at line 5, column 1]
- Reached through: #include "com_5.html" [in template "tpl/2018/03/17/2613443926933696//wap/displaynews.html" at line 69, column 6]
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Java stack trace (for programmers):
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freemarker.core.InvalidReferenceException: [... Exception message was already printed; see it above ...]
at freemarker.core.InvalidReferenceException.getInstance(InvalidReferenceException.java:134)
at freemarker.core.UnexpectedTypeException.newDesciptionBuilder(UnexpectedTypeException.java:80)
at freemarker.core.UnexpectedTypeException.<init>(UnexpectedTypeException.java:43)
at freemarker.core.NonHashException.<init>(NonHashException.java:49)
at freemarker.core.Dot._eval(Dot.java:48)
at freemarker.core.Expression.eval(Expression.java:81)
at freemarker.core.BuiltInsForMultipleTypes$stringBI._eval(BuiltInsForMultipleTypes.java:692)
at freemarker.core.Expression.eval(Expression.java:81)
at freemarker.core.EvalUtil.compare(EvalUtil.java:111)
at freemarker.core.ComparisonExpression.evalToBoolean(ComparisonExpression.java:62)
at freemarker.core.ConditionalBlock.accept(ConditionalBlock.java:48)
at freemarker.core.Environment.visit(Environment.java:327)
at freemarker.core.Environment.visit(Environment.java:333)
at freemarker.core.Environment.include(Environment.java:2509)
at freemarker.core.Include.accept(Include.java:171)
at freemarker.core.Environment.visit(Environment.java:327)
at freemarker.core.Environment.visit(Environment.java:333)
at freemarker.core.Environment.include(Environment.java:2509)
at freemarker.core.Include.accept(Include.java:171)
at freemarker.core.Environment.visit(Environment.java:327)
at freemarker.core.Environment.visit(Environment.java:333)
at freemarker.core.Environment.process(Environment.java:306)
at freemarker.ext.servlet.FreemarkerServlet.processEnvironment(FreemarkerServlet.java:946)
at freemarker.ext.servlet.FreemarkerServlet.process(FreemarkerServlet.java:910)
at freemarker.ext.servlet.FreemarkerServlet.doGet(FreemarkerServlet.java:769)
at javax.servlet.http.HttpServlet.service(HttpServlet.java:622)
at javax.servlet.http.HttpServlet.service(HttpServlet.java:729)
at org.apache.catalina.core.ApplicationFilterChain.internalDoFilter(ApplicationFilterChain.java:292)
at org.apache.catalina.core.ApplicationFilterChain.doFilter(ApplicationFilterChain.java:207)
at org.apache.tomcat.websocket.server.WsFilter.doFilter(WsFilter.java:52)
at org.apache.catalina.core.ApplicationFilterChain.internalDoFilter(ApplicationFilterChain.java:240)
at org.apache.catalina.core.ApplicationFilterChain.doFilter(ApplicationFilterChain.java:207)
at com.kenfor.iyong.web.util.filter.NotAllowedToTunFilesFilter.doFilter(NotAllowedToTunFilesFilter.java:154)
at org.apache.catalina.core.ApplicationFilterChain.internalDoFilter(ApplicationFilterChain.java:240)
at org.apache.catalina.core.ApplicationFilterChain.doFilter(ApplicationFilterChain.java:207)
at com.kenfor.iyong.web.util.filter.InvalidXSSFilter.doFilter(InvalidXSSFilter.java:40)
at org.apache.catalina.core.ApplicationFilterChain.internalDoFilter(ApplicationFilterChain.java:240)
at org.apache.catalina.core.ApplicationFilterChain.doFilter(ApplicationFilterChain.java:207)
at org.springframework.web.filter.CharacterEncodingFilter.doFilterInternal(CharacterEncodingFilter.java:121)
at org.springframework.web.filter.OncePerRequestFilter.doFilter(OncePerRequestFilter.java:107)
at org.apache.catalina.core.ApplicationFilterChain.internalDoFilter(ApplicationFilterChain.java:240)
at org.apache.catalina.core.ApplicationFilterChain.doFilter(ApplicationFilterChain.java:207)
at org.apache.catalina.core.StandardWrapperValve.invoke(StandardWrapperValve.java:212)
at org.apache.catalina.core.StandardContextValve.invoke(StandardContextValve.java:106)
at org.apache.catalina.authenticator.AuthenticatorBase.invoke(AuthenticatorBase.java:502)
at com.orangefunction.tomcat.redissessions.RedisSessionHandlerValve.invoke(RedisSessionHandlerValve.java:26)
at org.apache.catalina.core.StandardHostValve.invoke(StandardHostValve.java:141)
at org.apache.catalina.valves.ErrorReportValve.invoke(ErrorReportValve.java:79)
at org.apache.catalina.valves.AbstractAccessLogValve.invoke(AbstractAccessLogValve.java:616)
at org.apache.catalina.core.StandardEngineValve.invoke(StandardEngineValve.java:88)
at org.apache.catalina.connector.CoyoteAdapter.service(CoyoteAdapter.java:528)
at org.apache.coyote.ajp.AbstractAjpProcessor.process(AbstractAjpProcessor.java:873)
at org.apache.coyote.AbstractProtocol$AbstractConnectionHandler.process(AbstractProtocol.java:687)
at org.apache.tomcat.util.net.NioEndpoint$SocketProcessor.doRun(NioEndpoint.java:1520)
at org.apache.tomcat.util.net.NioEndpoint$SocketProcessor.run(NioEndpoint.java:1476)
at java.util.concurrent.ThreadPoolExecutor.runWorker(ThreadPoolExecutor.java:1142)
at java.util.concurrent.ThreadPoolExecutor$Worker.run(ThreadPoolExecutor.java:617)
at org.apache.tomcat.util.threads.TaskThread$WrappingRunnable.run(TaskThread.java:61)
at java.lang.Thread.run(Thread.java:745)