The Challenges And Strategies Of Chinese University Press After The Enterprise-oriented Transformation On China’s Publishing Industry

In2005, the government issued Opinions on deepening the reformation of cultural industry, which maintained that publishing industry has to undertake the process of enterprise-oriented transformation, building up modern enterprise system. As an important force of the publishing industry, Chinese University Press is also involved in it. In a very long period of time, many scholars make some progress on the analysis, even debate about whether the University Press should change, about its particularity, and about how to change, which becomes hot topics in this field. In2010, China’s publishing industry has basically done with enterprise-oriented transformation, including University Press.Through several years of enterprise-oriented transformation, particularly under the influence of national cultural prosperity and development policies, some University Presses have seized the opportunity and gradually improved their competitiveness and overall strength, which truly becomes main market players. However, University Presses are still facing enormous challenges after enterprise-oriented transformation, as well as the impact of outside groups, including their capital forces, fierce competition, market-oriented internationalization Press and so on. Based on the methodologies of literature research, combined with interviews, practice experience and observation, this article analyzes the condition of Chinese University Press after the enterprise-oriented transformation; contrast to the surrounding environment, the pressure and challenge of Chinese University Press after enterprise-oriented transformation; focuses on how to target at this stage, how to play to their advantages, and how to continuously put forward new policies to deal with problems according to the innovation of digital technology means and the reading needs of readers with each passing day, which consequently make China’s University Press obtain benign and sustainable development.This article aims to further understand the situation of Chinese University Press after the enterprise-oriented transformation, search for suitable solutions of development for University Press, and propose some opinions for their own development. The development of University Press is not static. University Press should size up the situation, continue to refine their strategies and direction of their own development with the changing times, the means of digital technology innovation and the reading needs of readers with each passing day, in order to walk in the publishing industry on the cutting edge, and make contributions for the development of China’s cultural and publishing industries.