论我国大学出版社核心竞争力建构

发布时间：2018-07-11 21:20

本文选题：大学出版社 + 学术出版　；参考：《中国科学技术大学》2011年硕士论文

【摘要】：中国大学出版社的发展道路艰辛而曲折,最早可追溯到1898年成立的南洋公学译书院,而具有现代意义上的大学出版社是1955年成立的中国人民大学出版社。紧接着就是“文化大革命”十年动乱,大学出版社刚开始起步又跌入黑暗的深谷。改革开放后,应高等教育快速发展需要,大学出版社迎来了广泛创办、兴建的阶段。改革开放至今是大学出版社飞速发展的三十年,大学出版社已发展成为出版业一直重要的出版力量,尤其是在学术出版上发挥着举足轻重的作用。大学出版社,作为大学的有机组成部分,其主要职能是服务高校的教育工作和学术研究。虽然各大学出版社的成立背景、发展历史、发展模式等方面存在一定的差异,但是它们的定位和基本任务是相通的:以学术出版为根本,以服务教学科研为己任。学术出版,是大学出版社在任何历史时期都不能动摇的历史使命和出版追求。然而,由于种种因素和条件限制,大学出版社在学术出版上的发展困境重重、不尽乐观。近年来,“体制改革”“数字业态转型”“出版集团化”“出版业资本准入政策放宽”等一系列变化,把大学出版社推向风口浪尖,面临着更加严峻的考验。其中受到影响和冲击最大的就是学术出版。学术出版,在大学出版社大多都一种“以书养书”的生存状态,很难做到盈利,没有独立的经济行为能力。如今失去了政策保护的学术出版,发展之路更加艰难。而且长期以来,不论是出版人还是学者都把学术出版看作是公益出版,不应该市场化。不过从积极的方面来看,体制转型也为大学出版提供了新的发展契机,其作为独立的企业主体参与市场竞争,有利于其在更大的市场空间选择更多的出版资源。大学出版社长期以来由于体制的束缚,管理方式落后,市场意识不强,造成其出版能力有限和资本基础薄弱,在当下竞争加剧的市场竞争中,很难与发展历史悠久、实力雄厚的商业出版社抗衡。大学出版社如何在这种激烈的竞争环境中谋求发展,需要找出自身独特的优势条件,打造核心竞争力。大学出版社的核心竞争力是什么呢。经过本文综合分析,大学出版社的核心竞争力就是大学出版品牌。大学出版社可以通过自己的出版品牌,以品牌效应来带动学术出版的发展。出版品牌的建设是一个系统的工程,集合了图书品牌、作者品牌、编辑品牌以及出版社自身品牌等建设环节。
[Abstract]:The development of China University Press was difficult and tortuous. It can be traced back to the Nanyang Public School Translation Academy founded in 1898. The university publishing house with modern meaning is the Renmin University Press of China established in 1955. Then came the ten-year upheaval of the Cultural Revolution, the beginning of the university press and its descent into a dark valley. With the rapid development of higher education after the reform and opening up, the university press ushered in the stage of extensive establishment and construction. The reform and opening up to date has been the rapid development of the University Press 30 years, the University Press has developed into the publishing industry has been an important publishing force, especially in academic publishing plays a pivotal role. University Press, as an organic part of the university, its main function is to serve the educational work and academic research. Although there are some differences in the establishment background, development history and development mode of each university publishing house, their orientation and basic task are similar: taking academic publishing as the foundation and serving teaching and scientific research as their own responsibility. Academic publishing is the historical mission and publishing pursuit that university press can not shake in any historical period. However, due to all kinds of factors and conditions, the development of academic publishing is difficult and not optimistic. In recent years, a series of changes, such as "system reform", "digital format transformation", "publishing collectivization" and "relaxation of capital access policy" in the publishing industry, have pushed the university press to the forefront of the storm and are facing a more severe test. One of the most affected and impacted is academic publishing. Academic publishing, in most university publishing houses, is a kind of living state of "keeping books with books", which is difficult to make profit and has no independent economic behavior ability. Now that academic publishing has lost policy protection, the road to development is harder. Moreover, for a long time, both publishers and scholars regard academic publishing as a public service publication, which should not be market-oriented. However, from a positive point of view, the institutional transformation also provides a new opportunity for the development of university publishing. As an independent enterprise subject, it participates in market competition and helps it to choose more publishing resources in a larger market space. For a long time, because of the restraint of the system, the backward management mode and the weak market consciousness, the publishing ability of university publishing house is limited and the capital base is weak. In the current market competition, it is difficult to develop with a long history. The powerful commercial publishing house competes with each other. How to seek development in this fierce competitive environment for university publishing houses needs to find out their own unique advantages to build the core competitiveness. What is the core competence of university press? Through the comprehensive analysis of this paper, the core competitiveness of the university publishing house is the university publishing brand. University Press can promote the development of academic publishing through its own publishing brand. The construction of publishing brand is a systematic project, which includes book brand, author brand, editor brand and publishing house's own brand.
【学位授予单位】：中国科学技术大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：G239.2-F

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