很多人说,公关只能锦上添花。但是,我却认为,公关做好了,胜过千军万马。因为公关的本质是认知管理,而任何生意归根结底都是要改变用户的认知。近日,我参加了联想创投思享汇的活动,给联想投资的企业们上了一堂公关课,其中就回顾了一下京东崛起过程中公关的价值和作用。其中,京东在家电品类的崛起非常具有典型意义。京东做家电的时候,挑战非常大,前面有苏宁、国美这两个巨头,且二者基本上垄断了所有的家电厂商,因此家电厂商都不给京东供货。并且由于观念使然,用户在家电方面的购物行为都在线下。京东家电的目标受众有两个:消费者是它的第一目 Many people say that PR can only icing on the cake. However, I think that PR is better than any other force. Because the essence of PR is cognitive management, and any business ultimately is to change the user’s perception. Recently, I participated in the activities of Lenovo Ventures think of the exchange, Lenovo investment companies who took a public relations class, which reviewed the value of the rise of Jingdong public relations and the role. Among them, the rise of Jingdong in the appliance category is very typical. Jingdong to do home appliances, the challenge is very large, in front of Suning, Gome these two giants, and the two basically monopolize all the appliance manufacturers, appliance manufacturers do not give Jingdong supply. And because of the concept, users are shopping online in home appliances. Jingdong appliance target audience has two: the consumer is its first goal