An Empirical Study On Communication Ability Of University Press

This thesis concerns a study on communication ability of university press, based on combing and summarizing relative theories, whose economic survival and culture diffusion status are researched, with an empirical method starting from economical value and cultural value. By digging various factors of communication ability and their interrelations, it aims at exploring deep-rooted problems, as well as delivering reasonable theory directions and feasible practice references for China’s publishing industry and presses.Taking Communication as mainline and combining related theories of Economics and Statistics, this thesis unfold the research on communication ability of university press under its market competition and culture diffusion circumstance. Firstly, via systemizing the existing study achievements, it analyzes the essential attribute of university press and concludes as "two values", clarifies the definition of communication ability, establishes an application model named "Prime Aim" which consists of "two levels" and "eight factors", founded on economical value and signifying cultural value in macro view, meanwhile, containing communication ability in product, brand, innovation, marketing, management and knowledge, culture, social influence separately. Secondly, according to the process of factor analysis, it selects20university presses as research samples and16indexes that can represent eight factors of communication ability as evaluation system, obtains data by means of collecting authoritative statistics and dispatching questionnaires, and after analysis finds that, different from each other, any university press has its own advantage on monomial communication ability, but presents a situation that arts university presses are generally more powerful than their science counterparts. Thirdly, taking the named factors as outline and combining the actuality of university presses, it digs out deeper problems, with normative analysis, from the following aspects:marketing and brand, operation and management, knowledge and society, product and innovation, development and culture. Lastly, it comes up with corresponding development proposals, aiming at providing references for enhancing communication ability of university presses as well as promoting its sustainable development.