The Research Of University Press Core Competence

The environment on which university press'development relied for a long time has been undergoing significant changes, the situation is not optimistic. The changes of publishing market in our country require that university press timely adjust competitive strategy and cultivate their own core competence. In that way, university press can adapt the requirements of more intense competition.Based on the widely used corporate core competence theory at present, this paper analyzed the actuality, opportunities and challenges of university press in our country, presented the description conception of university press'core competence, introduced the characteristic and structure element of core competence, and believed that our university press had to cultivate their own core competence, then could have the opportunities to survive and development, get the competitive edge in the market competition, and confront the opportunities and challenge under new situation.The introduction part gave the research background of university press core competence and the practical meaning of this research. This part also summarized the research in and out of China, and introduced the structure of this paper. Chapter 1 presented the description conception of corporate core competence, and introduced the characteristic and structure elements.Chapter 2 mainly discussed three questions. First, this part introduced the basic theory and development of university press in China. Second, this part presented the description conception of university press'core competence by the corporate core competence theory; summed up the characteristics of university press'core competence; introduced the structure elements, which contained the plan ability of select theme, brand force, innovation capability, the culture construction of company, organization and marketing ability. Third, this chapter analyzed the university press core competence in China.Chapter 3 advised that university press'core competence should be cultivated from two aspects: government and university press. Government should establish macro policy, containing finance, taxation and financing policy, to construct and regular market and social environment. Based on the tenet, university press should cultivate core competence from plan ability of select theme, brand force, innovation capability, the culture construction of company, organization and marketing ability.Chapter 4 used SWOT method analyzed the in and out environment and specifically analyzed the measures of cultivating core competence, which based on the Southwestern University of Finance and Economics Press.University press'core competence was the ability system which was accumulated and integrated the resources, knowledge and skills, which referred to aspects of management. Therefore, cultivating university press'core competence is a long time and systematic work, and need the lasting endeavor. Then form the core competence step by step in practice and so as to enhance the integrated competitive strength of university press.