Commentary On The Brand Building Of Chinese University Press

The University Press refers to the common institutions of higher learning setting up in various books and their publishers of newspapers and periodicals, electronic and audio-video publishers. In China the oldest university publishers was the Nanyang (Shanghai Jiaotong University) Translation Academy dating back to 1898, and o the University Press of the true sense was the Chinese People's University Press setting up in 1955.Two years later the East China Normal University Press was founded, marking the appearance of the official Chinese University of publishing industry. But because of the "Cultural Revolution",the University Press hardly got any development. After reform and opening up, in order to meet the needs of rapid development of Chinese higher education, the University Press was ushered in the climax of creation.In the more than thirty years from the reform and opening up to today, the Chinese University Press for the three years has got the rapid development in national policy and their own efforts.Now the University Press has become to be an important new power of the publishing industry. But with the deepening of the market economy and the market opening after China's accession to WTO, the University Press appears a lot of problems and deficiencies, including the shackles of the "public institutions, business management" old system, serious polarization,the low degree of marketization, etc.And these have affected the future development of the University Press. With the reform of the national cultural institutions, the publishing industry especially the University Press Transformation and Restructuring are being put on the agenda, and the conversion reform is the only way for future development of the University Press. At the premise of insisting on the publishing purposes,as long as the University Press changes concepts and strengthen market awareness, Correctly handle the relationship with the parent university and the relationship between academic and market,it can promote the conversion of reform implementation, at the same time achieve social and commercial benefits.The University Press names "university", which determines the characteristics of the fine line to be the path of its inevitable choice. The University Press should set up their own brands, through brand to promote academic publishing, and the brand building of University Press is a systematic project, including the preliminary topics planning and post-marketing distribution. These links all play a vital role in brand building of the University Press, the specific brand building links include buildings of the book brand, the author brand,the editor brand and the press their own brand.The subject selection is the core work of publishing and is the premise and basis for all work, also is the first step in brand building of University Press. Selection of a Subject can help the University Press accurately seize the market demand and in advance to make presentence. While in achieving the economic benefits, the University Press can services better for the education and scientific research. The University Press should establish a strict topics planning system of brand books,set up special topics planning team, so do well the first step to lay the foundation for brand building of the University Press.The brand building of University Press is the concrete ways to seek future development, including buildings of the book brand, the author brand,the editor brand and the press their own brand. Books brand building is the top priority of the University Press brand building,and is the sign and symbol of press. Books brand will help improve the market competitiveness and visibility of the University Press, thereby promote the sale of books to achieve economic efficiency. To shape the books brand,first of all we must guarantee the quality of books and walk the fine line, also we need a clear professional orientation to highlight the characteristics of the various University Press. The University Press brand building often focuses on books brand building and overlooks author brand building and editor brand building. The author is the creator of books while the editor is the processor of books, and are both very important resources of the University Press. In fact, the book brand, the author brand and the editor brand are interrelated and mutually reinforcing relationship, and the three together strive to promote the overall sense brand building of the University Press.While the subject selection is the first step of the University Press brand building, distribution and marketing is the last step,but also is the most critical step. Only through the issue of selling out to achieve its value, the book brand can be established. The University Press must positively change the market concept, value the online marketing and overall marketing strategy, establish a high level and high-quality marketing team. Only through the really good book distribution and marketing, the brand of University Press can gradually build up.The foreign University Press has a long history, rich management and operation experience, so it can provide reference and inspiration to the Chinese University Press.The University Press of China must base on their own, combine with Chinese national conditions, focus on brand building, and at the same time reference the successful experience of foreign Universities Press, so it can explore the most appropriate and best development path with Chinese characteristics.