Positioning Research On University Press

Over more than 20 years of development, the University Press has made a quite great progress in the management system, the operation mechanism, the topic planning and marketing channels etc., and upgraded to be an important fresh force from its original supplementary status in China's publishing industry. However, with the advancing of the publishing structure reform and promoting of the marketization grade in recent years, the University Press obtains more development opportunities in this industry while facing the fierce competition.Positioning is a behavior of the university press clarifies and forms its own publishing features for its products and services based on its Direction and characteristics, frames a market position in the reader's mind and sets an image to distinguish them from other competitors. An positive, correct and effective University Press positioning is the basis to University Press be more stronger and flexible for its survival and development in the market competition.University Press positioning is a composite integrator of multi-level and multi-lateral. It has been divided into cultural positioning, professional positioning, competitor positioning, market positioning, regional positioning, and brand positioning etc. Through the sampling work of 30 university press of different professions, different sizes and different regions, this paper conducts an survey and analysis on the current situation of the university press in China, and summarizes the main problems our university press have.The finalization of the University Press positioning strategy will be affected by the readers'psychology, the universities'attributes, the market environment, the market segmentation and other factors, but these factors are not work simply at the same time or same occasion, and they will show the impact of different intensity under different specific operations. Therefore, This study designs an University Press positioning strategy execution framework under the ideal environment, and strives to simply display the complete process of an university press positioning in theory as well as the cross-application of various factors and poisoning strategies. Lastly, this paper also presents several suggestions on the positioning strategy execution for the university press.