Internet Marketing Applications In Measurement Instrumentation Industry

Measurement instrument industry is a technology-intensive industry. Products of this industry are complex with a wide range of category. Manufacturers and customers need high-quality communications before making deals. But the communications between manufacturers and the customers were high cost with limited channels. The reason is that the manufacturers in this industry are normally small while the customers could be from any corner of the world. Manufacturers have little effective marketing tool to acquire market information and customer information.With the rapid development of information technology, Internet's role in marketing is increasingly apparent. The benefits of internet provide a powerful and cost-effective solution for marketing. E-marketing could improve the communication in the measurement instrument industry, and collect information for the manufacturers. Manufactures then can fully respond to market demand and make new marketing strategy.This dissertation studied E-marketing from the case of company H. It shows the application of E-marketing in the real business environment. The E-marketing of company H has 3 tasks: "how to acquire information", "how to get found", "how to improve customer relationship". Company H set company website to collect market information; applied the Search Engine Optimization (SEO) to promote in the internet; applied the E-mail marketing to improve customer relationship.Company H's E-marketing made great achievements. As company H is a typical instrument industry company, the successful story could be applied to the other companies in the industry, as well as those similar SMEs.