本文選題：大學(xué)出版社 + 學(xué)術(shù)出版　； 參考：《中國(guó)科學(xué)技術(shù)大學(xué)》2011年碩士論文

【摘要】：中國(guó)大學(xué)出版社的發(fā)展道路艱辛而曲折,最早可追溯到1898年成立的南洋公學(xué)譯書院,而具有現(xiàn)代意義上的大學(xué)出版社是1955年成立的中國(guó)人民大學(xué)出版社。緊接著就是“文化大革命”十年動(dòng)亂,大學(xué)出版社剛開始起步又跌入黑暗的深谷。改革開放后,應(yīng)高等教育快速發(fā)展需要,大學(xué)出版社迎來(lái)了廣泛創(chuàng)辦、興建的階段。改革開放至今是大學(xué)出版社飛速發(fā)展的三十年,大學(xué)出版社已發(fā)展成為出版業(yè)一直重要的出版力量,尤其是在學(xué)術(shù)出版上發(fā)揮著舉足輕重的作用。 大學(xué)出版社,作為大學(xué)的有機(jī)組成部分,其主要職能是服務(wù)高校的教育工作和學(xué)術(shù)研究。雖然各大學(xué)出版社的成立背景、發(fā)展歷史、發(fā)展模式等方面存在一定的差異,但是它們的定位和基本任務(wù)是相通的:以學(xué)術(shù)出版為根本,以服務(wù)教學(xué)科研為己任。學(xué)術(shù)出版,是大學(xué)出版社在任何歷史時(shí)期都不能動(dòng)搖的歷史使命和出版追求。然而,由于種種因素和條件限制,大學(xué)出版社在學(xué)術(shù)出版上的發(fā)展困境重重、不盡樂(lè)觀。 近年來(lái),“體制改革”“數(shù)字業(yè)態(tài)轉(zhuǎn)型”“出版集團(tuán)化”“出版業(yè)資本準(zhǔn)入政策放寬”等一系列變化,把大學(xué)出版社推向風(fēng)口浪尖,面臨著更加嚴(yán)峻的考驗(yàn)。其中受到影響和沖擊最大的就是學(xué)術(shù)出版。學(xué)術(shù)出版,在大學(xué)出版社大多都一種“以書養(yǎng)書”的生存狀態(tài),很難做到盈利,沒(méi)有獨(dú)立的經(jīng)濟(jì)行為能力。如今失去了政策保護(hù)的學(xué)術(shù)出版,發(fā)展之路更加艱難。而且長(zhǎng)期以來(lái),不論是出版人還是學(xué)者都把學(xué)術(shù)出版看作是公益出版,不應(yīng)該市場(chǎng)化。不過(guò)從積極的方面來(lái)看,體制轉(zhuǎn)型也為大學(xué)出版提供了新的發(fā)展契機(jī),其作為獨(dú)立的企業(yè)主體參與市場(chǎng)競(jìng)爭(zhēng),有利于其在更大的市場(chǎng)空間選擇更多的出版資源。 大學(xué)出版社長(zhǎng)期以來(lái)由于體制的束縛,管理方式落后,市場(chǎng)意識(shí)不強(qiáng),造成其出版能力有限和資本基礎(chǔ)薄弱,在當(dāng)下競(jìng)爭(zhēng)加劇的市場(chǎng)競(jìng)爭(zhēng)中,很難與發(fā)展歷史悠久、實(shí)力雄厚的商業(yè)出版社抗衡。大學(xué)出版社如何在這種激烈的競(jìng)爭(zhēng)環(huán)境中謀求發(fā)展,需要找出自身獨(dú)特的優(yōu)勢(shì)條件,打造核心競(jìng)爭(zhēng)力。大學(xué)出版社的核心競(jìng)爭(zhēng)力是什么呢。經(jīng)過(guò)本文綜合分析,大學(xué)出版社的核心競(jìng)爭(zhēng)力就是大學(xué)出版品牌。大學(xué)出版社可以通過(guò)自己的出版品牌,以品牌效應(yīng)來(lái)帶動(dòng)學(xué)術(shù)出版的發(fā)展。出版品牌的建設(shè)是一個(gè)系統(tǒng)的工程,集合了圖書品牌、作者品牌、編輯品牌以及出版社自身品牌等建設(shè)環(huán)節(jié)。
[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.
【學(xué)位授予單位】：中國(guó)科學(xué)技術(shù)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2011
【分類號(hào)】：G239.2-F

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