本研究以企业新闻策划为切入点,借鉴企业品牌建设的先进经验,明确了医院开展新闻策划加强医院品牌建设应遵循真实性原则、新闻价值性原则、整体性原则和适度性原则,提出以特色技术、高端人才、优质服务、重要事件、庆典纪念为创意方法实施医院新闻策划,从而实现全方位、立体化、持续地塑造医院品牌。 Based on the planning of enterprise news and the advanced experience of corporate brand building, this study clarified that the hospital should follow the principles of truthfulness, newsworthiness, integrity and appropriateness in carrying out news planning and strengthening the brand building of hospitals. Technology, high-end talent, quality service, important events, celebration of the Memorial for the creative method of hospital news planning, so as to achieve all-round, three-dimensional, and constantly shape the hospital brand.