摘 要
宁波市是中国注塑机产业的重要生产基地，产销基本占据了全国的半壁江山，于
2006年开始就有“中国塑机之都”之称，因此宁波市塑机行业的一举一动与发展兴衰，
都直接关系到注塑机这个产业在全国的整体发展，受到产业界的高度关注，并已被宁波
市列为装备制造的支柱产业之一。但自2008年暴发了全球性的金融危机四年以来，市场
突变，市场萎缩明显，特别是近三年受国家对相关行业（如房地产业）的宏观调控影响，
整个外部环境及市场至目前仍没有转好的迹象，为此整个行业可以说正处于前所未有的
艰难时期
出路何在？这是宁波市所有注塑机企业当前仍需要正视与积极面对的现实。本文通
过深入分析与研究，认为针对当前的外部环境与市场，宁波市注塑机行业关键是要加强
营销驱动，着重在营销组织上进行突破与创新，增强营销体系在市场上的反应速度与综
合竞争力，关键则是要建立起一个高效的有机性营销组织。在复杂多变的市场环境下，
这应该是宁波市注塑机企业应对当前市场环境的有效举措。这样的话，虽然整个市场的
“蛋糕”在缩小，但相信宁波市的注塑机企业（尤其是骨干企业），仍有机会保持甚至
提升在国内与国际两个市场上的份额
历史的就是逻辑的，本文首先通过对整个注塑机行业概况的介绍，阐述了宁波市注
塑机在全国乃至全球注塑机产业中占据的重要地位，对整个注塑机产业的发展有着决定
性的影响。由于近四年以来外部市场环境处于复杂多变的态势，本文接着从宏观、中观、
微观三个层面对宁波市注塑机行业当前的营销环境进行了分析，并总结了各企业营销组
织目前面临的主要问题。在此基础上，从“微笑曲线”及“战略决定组织，组织决定模
式”的理论角度出发，提出了宁波市塑机企业的营销创新思路，并提出了关键是建立起
高效的有机性营销组织这一主要观点。最后，就如何建立起高效的有机性营销组织，提
出了行动方案
关键词：营销创新， 注塑机， 有机性组织， 宁波市
Abstract
NingboisimportantproductionbaseoftheinjectionmoldingmachineindustryinChina,
its output and marketing nearly occupies half of domestic markets, and knows as China
moldingmachinecitysince2006,sothemovementsanddevelopmentofNingbomoldingmachine
industry directly related to the development of this industry in our country, also catches
high attention in its area ，alsoas been treated as one of the pillar industries of Ningbo
equipment manufacturing area . But since the 2008 outbreak of the global financial crisis,
forfour years,themarket was shrinkingsignificantly,especiallyinthelastthreeyears,
by the state to related industries (such as the real estate industry) of macroscopic
regulation and control of the influence, the external environment and market still didn’t
turn good, for this reason the whole industry is facing in an unprecedented difficult
period.
Where is the outlet It’s the reality that all injection molding machine enterprises
in Ningbo have to face up activly currently. Through deep analysis and research, this paper
will come up with a conclusion that under current external environment and marketing, the
key point of Ningbo injecting molding industries is to strengthen the marketing, mainly
to make breakthrough and innovation in the marketing organization, enhance the reaction
and comprehensive competitive of the marketing system facing to the market, the most
important point is to set up an efficient organic marketing team . In the complex marketing
environment, this also should be the effective manners of Ningbo injection enterprises
facing current marketing environment. By this way, though the whole share of marketing
is shrinking, the Ningbo injection molding enterprises(especially the core ones) still
have chance to keep or even promote the shareholders not only in domestic but also in
overseas marketing .
The history is the logic, this paper firstly make a presentation of the overall
injection molding machine industry,elaborated the improtance of Ningboinjection molding
machine in the national and even in global, it has conclusive effectfor the injection
molding machineindustrydevelopment. For the past four years,the external marketisincomplex
and changenablesituation,This paper will focus on the marketing environment that
Ningbo injectiong molding industry is facing, based on the analysis and study respectively
from the macro, meso and micro levels, making conclusion and pointing out that the main
problems of marketing system.Based on this,focus on'smile curve'and'strategy makes
organizaton, organization makes modes', putting forward the marketing innovation ideas
of the enterprises in current external environment and market situation, providing plans
of how to set up effective organic marketing organization.
Keywords:marketinginnovation, injectionmoldingmachines, organicorganization,
Ningbo.