The Study On Value Chain Of University Press Stretched From The Paper Publishing To Digital Publishing

The thoughts of publishing, ideas and understanding of the value chain is the basis and premise of university press, and affects the development of the publishing industry. The development of university press is effected by the relatively autonomy of publishing scientific, science and technology also can not be ignored as the dominant factor of the productive forces development of the publishing, which are impacting the old ideas. Due to the forms, publishing and spread of main carriers for paper of dielectric material publications is different from digital virtual publications, their value transfer process have many differences, so under the circumstances of the extending from paper publication to digital publication, research of the value chain of university press is a never-to-be-evaded problem. The research is confined to the paper content of the traditional value, but the fusion of paper and digital publishing of the value chain and the optimization problems are rarely concerned. The new value chain of publication is key to the development of the university press, and the optimization of the new value chain of university press is the guarantee of the effective operation.This article first analyzes university press value chain and its elements, which are against the background of traditional publishing extending to digital publishing. On the basis of this, constructs a new panorama value chain model of university press, make research more scientific and normative. Secondly, analyzes the value chain operation form which is under the environment of digital publication of university press. Against the "customer drives the value creation" in the extension of the value chain, by the customer relationship management-oriented, to optimize university press. This article explores double channel in the value chain pattern of publication between paper press and digital publishing; directing at double channel collaborative problem, uses comparative analysis of the mathematical model, from two aspects to discuss the value chain of university press and its optimization under the extension of paper to digital publication.