Study On The Strategy Of Management In Developing China's University Press

In the 16th congress of CPC, a series of resolutions have been passed which include the establishment of the comprehensive building of a fairly well-off society, the strengthening of the position and function of cultural construction, and the setting up of the tasks and principles for the reform of cultural system. These decisions show us the direction for further deepening the reform of cultural system and flourishing the socialist culture with Chinese characteristics. The university press, which forms and grows with China's education, is part and parcel of China's press industry. As for its position in press industry, it has already changed from a supplementary part to a dominant one. In the new era, the study of its growth and reform is of great significance in liberating and improving the productivity of the press industry, developing the cultural industry and pushing for the building of advanced socialist culture.By employing the theories of management, press and economics, the author puts the development of the university press in the setting of the reform of cultural system and expounds in general its management, and its challenges and opportunities, so as to better discover, understand and solve problems. In the meanwhile, theories are well combined in the essay with practice as there is example analysis, as well as theoretical illustration. Some major problems existing in the current practices of the university press are pointed out and some effective strategies are tentatively put forward to tune it to the reform of the socialist economic system and the cultural system. By combining history and logic, process and mechanism, static structure and dynamic process, theory and practice, and description and generalization, the author tries to examine in plural perspectives the ways of the development of the university press and make a panoramic description and analysis of itsprospects.It is suggested in the essay that with the gradual perfection of socialist market economic system, China's university press has new opportunities, as well as challenges in its inner mechanism, outer environment, system reform, and the fierce competition of book markets. Today it should examine the opportunities and the trend of its development from the perspective of deepening the reform of higher education to accommodate itself to the new world pattern and development. At the same time, the substantial successful experience accumulated over the long history in target position, development strategies, and inner management in the developed countries will serve as a mirror for the management and development of China's university press. In the process of reform in the university press, its inner operating mechanism plays invariably the major role. To develop steadily in the future's competition when the pace of opening to the outside world becomes increasingly rapid in the press industry and the reform of cultural system goes deeper and deeper, the university press, a dominant force in China's press circles, should be scientifically and exactly positioned for its development, pushing actively and steadily for its reform, strengthening its inner management and developing forcefully global markets, so as to improve its competitiveness, create new brands, and handle nicely all kinds of challenges.