Study On Characteristic Publishing Of Foreign Language Teaching And Research Press

Along with the accelerated and in-depth process of market-oriented of social economy, the competition of publishing industry increasingly stiff. Under the background of the whole institutional reform in China's cultural system and publishing industry, the problem of how to survive and develop in the competition has become one of badly in need to solve in university press. The university presses which have excellent performance in the field almost all formed their own characteristics currently. Foreign language teaching and research press is one of the successful examples of adopting the characteristics publication road.Firstly, the development process of foreign language teaching and research press was summarized from three stages. The status of foreign language teaching and research press was described from the cultural concepts, market positioning, brand building, etc. Secondly, the road of characteristic publishing of foreign language teaching and research press was analyzed from market, diversified brand strategy, international vision, and digital publishing. Finally, the inadequacy of foreign language teaching and research press was pointed out. Its successful experience was summarized from Branding strategy, new business markets development, digital press expanding and internal management enhancement. Some references for the development road choosing were looking forward to be provided for other publishers.