Research On Academic Publishing Of University Press In China In The Context Of Digitization

The digital publishing brings revolutionary changes to reading with suchadvantages as instantaneous access to information, paperless reading, interactions andtimely feedbacks in the process as well as humanization reading experience. Readers,therefore, run after online reading and Reader. In a consumer oriented market, thechanges of readers’ needs and digital publishing models changes have a tremendousimpact on the traditional publishing model,and thus determine the production tendency.This leaves the traditional presses to think over how to make best use of theiradvantages and avoid the weaknesses in this digital tide in an attempt to explore theirown development path, which is critical to the status and development prospects ofpresses in the new publishing patterns.As an important component of China’s traditional publishing houses, theUniversity Press is also facing with the opportunities and challenges in the context ofdigital publishing. It should grasp the opportunities of digital publishing to operatemulti-level process in depth of it’s abundant academic publishing resources to fit digitalpublishing, explore the best organizational structure pattern to fit digital publishing byoptimizing it’s interior framework, actively seek the profiting method of digitalacademic publishing and furthest embody the charm of academic books through digitaltechnology so as to benefit itself and make contributions for China’s academic andscientific research.This paper discusses the predicaments and development path of university press inthe context of digitalization, by collecting Journalism and Communication, Editing andPublishing theories, and combining related knowledge of psychology, economics,management science and so on. The paper aims to find out the advantages anddisadvantages of the University Press itself and profiting pattern which is suitable foruniversity digital publishing by discussing the interior basic information, developingsituation as well as digital publishing operating mode of the University Press. By theend, it puts forward proposals by relating macro environment to interior micromanagement in publishing houses.