Research On The Transformation And Professional Of Universities' Journal Under The Background Of Media Industrialization

Universities'journal always been regarded as the window of teaching and research activities, which played a very important role on strengthening academic exchanges, promoting technological development, discovering and developing talent, and so on. But with the rapid development of the socialist market economy and gradual cultural reform, the environment of Chinese university journal exists has undergone great changes. The integrated model of "thousands of journal with one face" can not adapt to the rapid development of information age and can not fit the demand of specialization. Furthermore, the universities'journals are also lost space for the competition of publication of the professional information. In this environment, how to reform and in what way those journals can keep up with the step of the age and play their function, has become into an urgent research subject. The purpose of this research is to explore the necessity of the transformation and professional of the university journals; from learning the actual conditions of our country's university journals, put forward practical development and suggestions, supply some references for the relevant administrative department to formulate effective policies and management.New institutional economics, public choice theory provide theoretical support for the structural reform of the journals from the macro aspect; market segmentation and positioning theory of management show clearly direction for the professionalization reform of the journals. Using the higher education theories to guide the transformation and specialization reform of the journals, to improve the configuration of educational resources, the efficiency of resource use and effectiveness, to make the journals create greater values. Since the implementation of some opinions on deepen cultural restructuring reform, the fields of press and publications become into the key point, and series of policies have been worked out, which provide political basis for the reform of the university journals.After consulting lots of literatures about the university journals and some academics at home and abroad, the author used the method of questionnaire to get information about the journals from the relevant persons of the national institutions, general and vocational colleges and other schools, from which some problems and the current status of the university journals were found, then the author analyzed the necessity of those journals' professional reform. From the general environment of university journals, focus on the relationship among the journals, the development of the universities and the industrialization of the periodicals, professionally oriented for the university journals between two major systems—cultural industry development system and the development system of the university. Running through the successful experience of journals at home and abroad, the author thinks that Chinese universities should totally learn from the Western countries'developed concept and advanced business models; deepen the journals'reform of institutional mechanisms; establish the concept of consciousness and professional; change the old journal models; and decide the direction of the transformation according to various features and advantages of the universities. Furthermore, the author propose some models to promote a sound development of university journals, such as the government-led Joint Running, set up some magazine organizations and market guidance Darwinian model, etc.