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 而站在企業(yè)角度研究新聞策劃,把它作為營(yíng)銷管理的內(nèi)容,卻是實(shí)踐多于理論,新聞策劃的實(shí)踐迫切需要理論加以指導(dǎo)。