You can also walk or pivot into a range you're more comfortable in, or try to block and punish opponent's attacks if you so desire.
If they're doing anything but CC, jab can be useful. The most proactive and generally best stuff is in krazyzyko's post.
Depending on what you mean by "too close to approach" you might want to try crossing them up completely, and then instead of shine you can WD away, shield, bair, dash, or utilt (try to do the most rewarding you know you can get away with). A properly spaced fsmash can also be annoyingly effective, but it can be reacted to, and if they expect it it probably won't work as well (or are moving horizontally when you tried to space it if it wasn't accounting for the movement).