Research On Digital Transformation Development Of University Press Under The Background Of Media Convergence

Harold McGraw ?,CEO of McGraw-Hill Education Group,once asserted: “Digitization may be the greatest opportunity of this century.” Nowadays,with the development of digital technologies in the network,the use of information and communication technologies and various industries the concept of “Internet +” resulting from cross-border integration is penetrating into various industries,promoting the transformation and upgrading of the real economy and continuously creating new productions.The combination of network digital technology and publishing has produced digital publishing.The birth of digital publishing has adapted to the changing background of content production mode in the Internet era.It is the main direction of the transformation and transformation of the traditional publishing industry nowadays.As a major force in the publishing industry,the press of university should take a proactive part in the development of digital transformation and update the publishing format in order to seek long-term development.Therefore,the author under the media convergence theory Angle of view,in a university press digital as the research object,using literature method,questionnaire survey method,interview method of Harvard University press,summary and analysis on the current situation of the development of digital,takes the digitalization of university press as the research object and explores the unique characteristics of university press digital transformation based on the overall development of university press,including market size and market environment Advantage.On the basis of this research,this paper analyzes the status quo of digital development of university press in terms of overall development level,digital product content,digital product form,market popularity and satisfaction.Finally,based on the above status quo of development,we propose the development path of digital transformation from strategic level,content level,technical level and market level.It is hoped that this study can provide reference and suggestions for the future development of university press in the period of transformation and transformation.