| University Press is an important part of the publishing industry in China,which has undergone market changes with the whole publishing industry.In the post-reform era,the university press can grasp the market accurately and its business strategy becomes more flexible.In terms of publishing structure,in addition to the traditional academic publishing tasks,university presses in China begin to explore the education publishing,mass publishing and children’s publishing.Some university presses with large scale and strong publishing capability even extend the industrial chain and its business scope breaks through the limitation of the publishing industry.In terms of the academic publishing,most university presses in China continue to develop the advantageous resources of the university and innovate the academic brand based on the publishing environment and characteristics of the resources.Moreover,they enhance the influence of academic publishing with the use of various digital products.However,there still exist many problems in the academic publishing of university press,such as the competitive pressure,low content quality,homogenization of content and weak influence in the world.American University Press during this period has continued to adhere to the academic publishing.Although it face the pressure of international academic publishers and financial revenue,the quality of the academic publishing,especially the academic influence is still worth learning for university presses in China.This paper discusses differences between China and America in the target positioning,book structure,academic publishing standards,business system,international influence of academic publishing and the digital strategy to analyze the advantages and disadvantages of academic publishing development of university presses in China.Finally,the article puts forward some suggestions. |
