Research On The Opportunities And Dilemmas Faced By University Press In Enterprise Restructuring

China is now in the period of building a moderately prosperous society. And nowour annual per capita income has reached$3,000, and at this level, according to thegeneral point of view on the growth of cultural consumption, the cultural industry willundergo a period of great development. Since the17th CCP (Chinese Communist Party)Congress, the Party for the first time took "culture" as the theme of the6thPlenarySession and published “The Decision of Deepening Reform in Cultural System andGreatly Promote the Development and Prosperity of Socialist Culture (The Decision)”to emphasize the significant role played by culture in social development. The Decisionhas also highlighted the significance of reforming cultural system for the developmentand prosperity of socialist culture.Publishing is one of the most important parts of cultural industry and is ofsignificance on the development of civilization and economy. The reform of publishingin China can be set as an example for the reform of cultural system. In a long term, thereform of publishing is very important for the improvement of the national soft power.There are a lot of presses that enclose to universities. They take an important part in thenational publishing industry, and they are the main force in academic publishing. Overthe years, university presses have been categorized into administrative sectors due totheir operational and managerial routines. Their administrative characteristics are alsoreflected as the lack of awareness of market participation and competition which isincompatible with the requirements of market economy. therefore, in order to sustain thedevelopment in a long run, it is quite urgent for the university presses to reform their oldsystem and transform to real enterprises.In this paper, departing from both theoretical and practical degrees, the author willanalyze the difficulties and opportunities faced by university presses in the process oftransformation and put forward suggestions on how to make progress in thetransformation of university presses.