Study On The PR Tactics Of JD In The New Media

In recent years, the Internet develops rapidly in China. With the advent of new media and new technologies, so that all industries need to adapt to changing times, the PR industry is no exception. The characteristics of the new media is spread fast and diversified forms, so it create a new media environment. With the development of mobile Internet, Weibo, WeChat, SNS and other new media platforms, so that enterprises have more PR channels.PR work requires innovation and comprehensive utilization of new media. JD,as the largest electric commercial enterprises of china, so research JD PR strategies in the different new media platforms, has important practical and reference significance.Based on the case of the JD, in this paper on the basis of instantly background and survey of JD, research from a mobile platform, Weibo,WeChat and SNS through the large number of instances, data collection,analysis, integration. And then, summarized some reference for other enterprises: Enterprise should be comprehensive advantage of different new media platform, Maximize communication effect; enterprises should keep up with the pace of change, updating technology in time; the combination of old and new media, companies should not ignore traditional media, and need to combine with the old and new media. In Finally, I pointed out that the JD public relation problems in the new media, and made recommendations for the problem.