关键词: 大学出版社丨 产品构成丨 , 制度安排 , 丨 发展路径丨 , 营销策略

Abstract:

After over 30 years’ development, China’s university presses have come to a new historical juncture in
their way of development. This thesis tries to expound the problems of Chinese university presses’ development. On
the basis of the new characteristics of the current market environment it reveals, the thesis studies university presses’
product structure and orientation, their system arrangement and system innovation, present key marketing strategies as
well as their problems of development route choice. Finally, it tries to give a realistic solution to the puzzlements of
China’ s university presses in their process of development.