Research On The Publishing Strategies Of Quality Books Of Shanghai Jiaotong University Press Under The Background Of Media Convergence

“More good books,and strive for the best” is one of the themes of the publishing industry.As an important part of China cultural institutions,the press is a significant bridge for the transmission of knowledge and culture.Under the background of media convergence,the press face new opportunities and challenges,how to produce more and better quality books,which is particularly worth pondering.This paper takes the high-quality books of Shanghai Jiaotong University Press as the main research object and takes several typical cases as the entry point to analyze the publishing mode of fine books,and put forward optimization strategies.This paper hopes that the above analysis can provide reference for the development of other small and medium-sized publishing houses under the background of media convergence and provide theoretical reference for the industry.This paper uses the literature analysis,case analysis and other research methods to introduce the publishing status of quality books of Shanghai Jiaotong University Press.In terms of content creation,a scientific and standardized process is implemented.In the early stage,a full investigation is conducted to plan the scientific and high-quality topic selection;in the later stage,the project is steadily implemented and exquisite binding design is implemented.In terms of brand building,on the basis of creating high-quality content,it actively uses new technologies to digitize books,build databases,develop e-books and audio books,and gains a certain market share,and promotes high-quality books to "go global".In terms of book marketing,the book is marketed by author resources and book content before publication,after the book is published,it is marketed by building social platform "Moments",and using the library distribution and other channels for the bottom-line marketing.It is found that Shanghai Jiaotong University Press has both internal advantages and disadvantages,as well as external opportunities and threats.In terms of advantages,it is rich in academic resources and strategically located.In terms of disadvantages,the textbooks and auxiliary books have not been successfully transformed,and the humanities and social science books are underdeveloped.In terms of opportunities,it is supported by policy funds and media technology.In terms of threats,it faces the increasing competition in the domestic market and challenges from foreign publishing groups.In view of the above four aspects,this paper proposes the following four optimization strategies: First,it should make use of the advantage,to excavate the academic resources,create the characteristic high-quality books series and it should also take advantage of its location and carry out book marketing activities through multiple channels.Second,in order to make up for the disadvantages,It should use the influence of "Jiaotong University Star" and other educational auxiliary brands to develop the fusion products.And it should also increase the investment in humanities and social science books to achieve the balance of the types of books and promote the comprehensive development of publishing houses.Third,it should seize the opportunity from the support of policy funds to make excellent product projects and use new technologies to create high-quality platforms.Fourth,It should introduce talents to cultivate a high-level talent team;and it should also strengthen their own brand building to bulid the brand influence.