The Research On Operational Strategy Of Online Education In Chinese University Press

The concept of online education has been popular at home and abroad since the21 st century.It promotes large-scale reforms in the education sector in a new way.After the initial stage of exploration,it now ushered in the outbreak of the educational industry.Foreign countries have gradually formed an open education system based on online open courses.They have tried and successfully applied some business models suitable for their own development.However,China faces the contradiction between the urgent need for education informatization construction and the relative backwardness of the actual educational environment.The upgrading of publishing technology,the innovation of means of communication and the trend of media integration all urge university presses to attach importance to the development of the online education.This is not only the upgrading of traditional education publishing,but also a model of digital publishing transformation.This paper combs and analyzes the development of online education of university publishing houses in China.,and summarizes the main products of online education of university publishing houses in China,including digital teaching platform,teaching curriculum resource base and teaching assistant service three kinds.The academic and educational nature of the product is outstanding.Although the online education of University Press has started late but the development trend is obvious.At present,the transformation of digital education has achieved phased results,but in general it is still in a relatively rudimentary stage,the operation mode is more vague is one of the important reasons.There is a problem that the degree of product and service development is not deep enough,the user positioning and maintenance is not specific enough,and the marketing and profit-making methods are not enough.From three aspects of content,users and channels,the author clarifies advantages and disadvantages,and puts forward the sustainable operation strategies suitable for our university society respectively.In terms of content strategy,introducing the content of digital education with subject characteristics,providing value-added services assistive online educationand and combining technical means to present products.In terms of user strategy,through market segmentation to complete the user pull new,with brand characteristics to ensure user retention and enhance the frequency of interaction to promote user relations.In terms of channel strategy,jointing upstream and downstream enterprises to form a stable value chain model,sharing with differentunits to expand channel to reduce distribution costs and taking a free plus charge model to achieve knowledge realization.