Research On The Transformation And Upgrading Of University Press Under The Background Of Media Convergence

With the transformation and development of mobile and digital technologies,media convergence has changed from "addition" to true "fusion" and then entered the 3.0 era.Various industries have gradually realized multi-dimensional integration in the penetration of digital communication technology,and corporate operations and product forms have also been gradually restructured by the Internet.With the implementation of the "Internet+" strategy and the in-depth development of media integration,the form of China's university press is undergoing profound changes.This change includes not only the production technology and equipment of the academic publishing industry,the operating structure,and the mode of communication.Changes also include the repositioning of the relationship between the market and consumers,the establishment of content reproduction and sharing platforms,and changes in "user thinking".Breaking the original thinking and makingfull use of the leveraging power of the Internet to achieve multi-media leapfrog development is the real way out for its transformation and upgrading in the trend of media convergence.In the context of media integration,publishing,as the fifth largest area of journalism and communication,is also heavily influenced by it.The author takes the university press as the research object,expounds the current macro environment and micro environment of the media market of the university press,and analyzes the publishing industry chain and various links from the perspective of the elements of communication.The innovation of this article is to investigate the reading habits and reading methods of college students using questionnaires from the perspective of readers and audiences under the theoretical framework of use and satisfaction.How to transform and upgrade in the background provides strategic research suggestions,hoping to promote the transformation of university publishers from "reader thinking" to "user thinking",develop new digital products,and build a new form of media fusion.