| In modern society with ever-advancing technology, the mass media is influential. Compelled by more fierce competition in socialist market economy, domestic enterprises make every effort to conduct the brand strategy through modern media that is highly advanced. Advertisement is employed for establishing the image of enterprise and its brand. What is more, news planning of enterprise as a new and efficient means of marketing and propagation, is gaining extensive attention and employment.Modern operation of enterprise depends not only on the flow of technology and capital, but also on the dissemination and communication of information. It' s reliable for enterprise to publish information as to its operation and products in the press. It' s an efficient means of marketing as it leads to enough attention and economic performance from relatively small input. Yet research into the new and efficient means of marketing, namely news planning by enterprise is normally conducted in the perspective of theoretical research into the media. Research into new planning in the perspective of enterprises leads to more practice than theory. The situation of news planning is in urgent need of directive theory. What are the intension and extension of news planning by enterprise? What is its characteristic? What is the theoretical and practical basis of news planning by enterprise? What are the principles of operation and strategy of implementation for news planning by enterprise? How to establish an effective system for appraising news planning? This paper is to deal with these issues.In chapter one "introduction" , this article presents the problem that the emergence of marketing in a large market and harmonizing marketing and the development of theoretical marketing make it impossible for a single form of advertisement to complete propagation and marketing. Success in news planning by enterprise involves more comprehensive means combining advertisements, promotions, publicrelation and news planning. It then reviews the theoretical controversy about news planning, analyses the origin and reality of domestic and overseas research, which provides reference and theoretical grounds for this article.In chapter two "understanding" , it puts forward the new concept of news planning by enterprise, analyses its distinction from advertisement, propagation and public relation and defines the intension and extension of news planning by enterprises, it defines news planning by enterprise as economic, innovative, ahead of time, open, cultural, real and original; it sets out the three objectives of news planning, namely: brand, sale and competition; finally it discusses the five trends of news planning by enterprise: namely, professionalism of propagating subject, net of propagation channel, harmonization of planning practice, extensive scope of service and normal understanding of news planning.Chapter 3 theory is an analysis of the theoretical foundation and practial basis of news planning. Operation of news planning goes ahead of theoretical research and practice calls for innovation of theory as directions. Thus it laid emphasis enterprise. Theoretically, news planning by enterprises is a plan of fact not violating the Supreme material principle; news planning by enterprises is a process which gives full play to the initiative of the conductor and which reflects the dialectic unity of subjectivity and objectivity. News planning by enterprises represents thought in modern science. Practically, there is a win-win relation for the media. Enterprises having a say from the source that can be resorted to for establishing enterprise image, implementing brand strategy and marketing products on the part of enterprises.News planning by enterprises is largely operation. Thus it is unwise for research on this subject to avoid method of news planning. Chapter 4 is a useful research into methods for the operation of news planning, on the basic of procedures for news planning, this article argues the adherence to the five principles for o...
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