The Research On Specialized And Industrialized Operation Of Small And Medium-sized University Press In China

Most of university presses in china are small and medium-sized university presses. Due to the market environment they are facing and their features, the small and medium-sized university presses have to take a distinct development mad from others. Under the new circumstances, the research on the development of small and medium-sized university presses based on their features is of importance both to themselves and the university publishing industry. Specialized operation is the foundation of small and medium-sized university presses, and industrialized operation is a new opportunity to their development. The small and medium-sized university presses have to build up a specialized development strategy and carry out industrialized operation based on specialized operation. In general, most chinese researchers regard the specialized operation as the foundation of small and medium-sized university presses, but they have different views on how to operate it. To industrialized operation, some researchers believe the small and medium-sized university presses'nonprofit features are in conflict with marketization or they don't have the competitive strength, so they can't carry out industrialized operation. On the other hand, most researchers regard industrialized operation as the most effective measure to promote the small and medium-sized university presses'development under the new situation. However, there are very few researches on the small and medium-sized university presses how to carry out specialized operation and industrialized operation as enterprises, especially on how to deal with the relations between specialized operation and industrialized operation. According to the features of university publishing industry and the practical situations of small and medium-sized university presses, this paper discussed the specialized and industrialized operation of small and medium-sized university presses ,and put forward countermeasures for them. At last, I reach a conclusion that the small and medium-sized university presses have to establish a specialized development strategy in order to build up core competence and fulfill their duty. At the same time, the small and medium-sized university presses should carry out industrialized operation based on specialized operation to promote the further development of specialized operation in order to build publishing enterprises with distinct features both emphasis social benefit and have powerful influence within a certain domain and realize sustainable development.