A Study On The Positioning Of Chinese University Press

The overall mentality of this article is that put forward the current market positioning problems of Chinese University Press first, then provide academic sustentations of Mass Communication and Economics, at last the article put forward some useful strategies for market positioning of Chinese University Press.According to the publishing structure reform,103 Chinese University Presses must finish their structure reform before the end of the year 2009. This study first carding the development and market process of Chinese University Press, through the sample and comparative analysis summarized the problems for market positioning of Chinese University Press as following:(1) The publication range "across the board" is obvious. (2) Lack of clear market characteristics. (3) Need scientific and theoretical guidance. (4) Lack of professional marketing talents.Then this study starts from the Dual character of the publication products, elaborate the Dual Function of Chinese University Press as disseminate information and create economic benefits. If Chinese University Press wants to make accurate and scientific market positioning, they must carry on the analysis from the information dissemination and the market management. Next the article use Focus Communication Theory analyze the audience as the University Press' market, analyze the consumption patterns and consumer behaviors of audience, shows the publishers should choose their target audience according to the characteristics massed audience in the information-rich era. Focus Communication Theory and Market Segmentation complement each other. To Chinese University Press base on the analysis of audience's demands, carries on the segmentation to the publication markets, assess the target markets which share a common needs or characteristics, Select the target market according to own strength is Market Segmentation. Using "long-tail theory" described the Focus publication can both bring the good social efficiency and huge economic returns, combined with its own characteristics of Chinese University Press, the article puts forward the University Press of market positioning-the academic-oriented publishing.At last, the article put forward strategic measures on how Chinese University Press to realizes their own market positioning:Differentiation Strategy, Brand Strategy, Digitized Strategy and Internationalization Strategy. Differentiation Strategy is the basic point, Brand Strategy is the deepening of Differentiation Strategy, Digitized Strategy is a concrete manifestation of Differentiation Strategy, Internationalization Strategy is the space extension of Differentiation Strategy. This article unified Chinese University Publishing house's concrete case to carry on the detailed elaboration to each strategy of market positioning.