The Strategic Management Of University Presses In New Situations

Since the first university press has been established in 1955, fifty years have past. During the long time, university press have played important roles in our publishing industry and formed some unique characteristics.The institutions of university presses include two folds. They are enterprises under the control of colleges, but are operated like private companies. In the market economy, the academic background and commercial marketing usually contradict each other in these presses. Although they become important parts in our publishing industry and in the publishing copyright trade, the market centralization in the publishing sub-sector of colleges is still high. The obstacle of entering or quitting this sub-sector is still significant. Teaching books still have dominant positions in these presses. Moreover, there are great differences in the market powers of these presses.In recent years, the publishing environment has changed dramatically in our country. Firstly, the country's cultural system continued to deepen, publishers are continuously exploring a new way for publishing. Secondly, digital media is in the ascendant, especially the rapid development of cell phone publishing, Web publishing and handheld readers, the market for the traditional book publishing market further reduces. Thirdly, the country's policies for foreign capital, private capital and other capital in the publishing industry are beginning to loose, these companies are ready to; Fourthly, the strong publishing houses in our country have began the collectivization of publishing houses and try to become listed companies. University press is an important force in our publishing industry, comparing with other types of publishers, it has its own unique development process, role, has its own advantages and disadvantages. Therefore, how can the university press recognizes its position and finds out a suitable way for its development in the new publishing environment is an important question for all the publishers.First, university presses need to make clear their goals and values and use corporate value to stimulate their employees and direct the operation of companies. Second, they need to introduce some advanced management institutions, guide the development of the university community and strengthen the market realization of their employees with advanced management thinking and risk management systems. Third, they need to meet the challenges from publishing collectivization with distinguishing features and specialization. Fourth, it is necessary for them to gain support from the authors and readers; make the content as the core to attain sustainable development. Fifth, they need to face the digital publishing actively and to strengthen human resources accumulation for digital publishing. Finally, it is necessary for them to implement the integrated development strategy and to extend its industry chain so that their profits become more sustainable than before.