Research On The Digital Transformation Strategy Of Chinese University Press In The Era Of Media Convergence

In the era of media convergence, the digital transformation of Chinese University Press is a new and popular topic. The transformation of traditional publishing to digital publishing is the inevitable trend of the development of the times. Previously, the purpose of University Press is to improve the academic publishing, but in recent years, with the rapid development of network technology, university press had to re-positioning for themselves. What is the status of the development of University Press? What is the evolution process from the traditional publishing to digital publishing? At present, what is the degree of digital transformation of University Press? What is the problem of University Press in the transition process? How to realize the digital transformation of University Press? Make clear these problems, after the tide of digital publishing, achieve a smooth transition, is a major issue facing the University press.At present, China has 108 publishing properties from the University Press, relying on the parent University, including the nature of science and engineering, liberal arts, comprehensive etc.. University Press in our country also experienced early development, rapid development, enterprise development stage, after the restructuring of the university press can take advantage of its own, fear and other press market competition, in book publishing scale, variety and reprint to catch up with the national average level, the University Press of social influence is gradually expanding. At the same time, the digital communication is the core of high and new technology is on the traditional publishing industry produced a profound and extensive influence, network publishing model’s rise to the publishing field brought revolutionary changes, on the one hand, the traditional publishing industry brought huge impact, on the other hand, resorted to version of the industry to obtain the new development opportunity, the university press belonging to colleges and universities and its development has been the strong support of the University, the university press can rely on the professional academic resources, textbook market resources of the University and scientific and technological resources, which for the digital transformation of University Press. In the digital transformation will face some problems. For example:the traditional publishing units enthusiasm is not high, the industry lacks a unified technical standards, industry chain is not perfect, lack of copyright mechanism is not perfect and digital talent such as problems. In the face of this series of problems, University Press seek coping strategies, improve their own digital development.This article uses the literature analysis method, case study method, interview method, model analysis research methods and the four strategies for the transition from the plight of the status of the development of University Press, university press the digital transformation of the urgency and possibility, digital transformation of University Press and by Tsinghua University Press as an example, the paper proposes the University Press of media fusion era our country University Press digital transition strategy research, put forward the road of the development of the press media fusion, fusion fusion fusion of the content production, media, marketing channels, the capital operation of the fusion.