出版科学 ›› 2025, Vol. 33 ›› Issue (6): 51-62.

• 事业与产业 • 上一篇    下一篇

中美英大学出版社数据运营 : 进展、影响因素及路径建议

  

  1. （郑州大学出版社，郑州，450052）

    （武汉大学信息管理学院 / 武汉大学数字出版研究所，武汉，430072）

  • 收稿日期:2025-08-27 修回日期:2025-09-28 出版日期:2025-12-04 发布日期:2025-12-04
  • 作者简介:凌青，郑州大学出版社副编审 ；杨丹丹，通讯作者，管理学博士，武汉大学信息管理学院 / 武汉大学数字出版研究所研究员。
  • 基金资助:

    本文系国家社会科学基金重大项目“虚拟现实媒介叙事研究”（21&ZD326）阶段性研究成果。

Data Operations in University Presses across China, the U.S. and the U.K. : Progress, Influencing Factors and Pathway Recommendations

  1. （Zhengzhou University Press，Zhengzhou， 450052）

    （School of Information Management/ Digital Publishing Research Institute， Wuhan University， Wuhan， 430072）

  • Received:2025-08-27 Revised:2025-09-28 Online:2025-12-04 Published:2025-12-04

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摘要：

首先，梳理了中美英大学出版社主要发展特色，中国大学出版社在改革开放以后异军突起，通过转企改制获得了市场竞争主体地位，数字时代经过探索和优化，进入了层次丰富的数据运营阶段，出现了数据运营头部现象；美国大学出版社秉持突破与创新的精神，较好地解决了传统馆配市场快速萎缩、大学补贴减少以及数字技术主导下学术出版模式不断被重塑的挑战；英国在数字革命和开放获取出版模式下出现了一批新大学出版社，为英国大学出版社的失衡格局带来了新的生机。其次，剖析了中美英大学出版社数据运营不同进展阶段及其特征表现，进取型大学出版社乘势抓住数字技术和开放科学带来的数据运营新机遇；一流大学出版社完成优质内容、品牌积累后，进入数据运营富有竞争力的阶段；头部大学出版社已迈入从产品开发到生态构建的成熟数据运营阶段。再次，探析了推动大学出版社数据运营的三种影响因素，即有利于促进和推动数据运营的政策环境，包括税收补贴和各类资金资助以及大学出版社协会的专业支持，这些宏观管理举措和外部专业支持力量能有效缓解大学出版社人手不足与成本压力之困；内容和品牌积累，帮助大学出版社形成竞争壁垒；卓越的管理能力与进取、创新的出版精神，为数据运营生态建设提供有力的机制保障。最后，提出进一步推动中国大学出版社数据运营三个主体层面的路径建议，即在政策层面扩大资助资金来源、加强资助项目管理和有针对性的税收优惠；大学出版社层面从找准自身定位和探索跨界合作两个维度寻求突破；寻求大学出版社协会专业层面的支持。

Abstract:

 Firstly， this paper reviews the primary development characteristics of university presses across China， the United States， and the United Kingdom，Chinese university presses emerged as a formidable force after China’ s reform and opening-up. Through corporate restructuring， they gained status as market competitors. Following exploration and optimization in the digital era， they entered a phase of multi-tiered data operations， giving rise to data operation leaders. American university presses， with their spirit of breaking and innovating， have effectively addressed challenges such as the rapid declined of the traditional library allocation market， reduced university subsidies， and the constantly evolving academic publishing model under the dominance of digital technology. In the United Kingdom， the digital revolution and open access publishing model have given rise to a new wave of university presses， injecting fresh vitality into the imbalanced landscape of British university publishing. Secondly， it analyzes the different stages of data operation progress and their characteristic manifestations among university presses in the three countries. Progressive university presses have seized the new opportunities in data operation brought about by digital technology and open science. First-class university presses， after accumulating highquality content and brand equity， have entered a competitive stage of data operation. Leading university presses have advanced into a mature phase of data operation， transitioning from product development to ecosystem construction. Thirdly， it explores three influential factors driving data operation in university presses， a policy environment conducive to promoting and facilitating data operation， including tax subsidies， various forms of funding support， and professional assistance from university press associations， which effectively alleviate the manpower shortage and cost pressures; the accumulation of content and brand equity， which helps university presses establish competitive barriers; and excellent management capabilities coupled with an enterprising and innovative publishing spirit， providing institutional guarantees for the construction of data operation ecosystem. Finally， it proposes path recommendations for promoting data operation in Chinese university presses through three subjects ： for the policy level， expanding funding sources， strengthening funding project management， and offering targeted tax incentives ； for the university press level， seeking breakthroughs by identifying their own positioning and exploring co-collaborations; and seeking professional supports from university press associations.

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