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浙江大学学报(人文社会科学版)  2023, Vol. 53 Issue (4): 92-100    DOI: 10.3785/j.issn.1008-942X.CN33-6000/C.2022.10.246
主题栏目:出版研究 最新目录| 下期目录| 过刊浏览| 高级检索 |
数字时代大学出版变革及发展路径探讨
陈洁
浙江大学 文学院,浙江 杭州 310058
Change and Path of University Publishing in the Digital Age
Chen Jie
School of Literature, Zhejiang University, Hangzhou 310058, China

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摘要 大学出版具有政治、商业、文化三重属性,发挥创造知识、传播知识、服务社会的重要功能,但我国大学出版起步迟,又面临数字化的冲击,在现实发展中面临诸多如价格、场景、营销、走出去等方面的挑战。连接作为数字化的本质特征,颠覆了传统出版的流程与思维。连接即促进开放与平等,也导致激烈的竞争与可替代。大学社应当打破舒适圈,通过提升数字化专业服务能力、构建学术资源数据库实现知识连接,并达成与国外知名出版机构的区域连接,通过数字学术出版产业链搭建、品牌化与平台化建设实现产业与情感的连接,并通过高端智库建设优化人才连接,赋能大学出版数字化转型,从而真正实现大学出版跨越式发展。
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陈洁
关键词 大学出版学术出版数字化连接发展变革    
Abstract:University publishing, with its political, commercial, and cultural attributes, plays a vital role in creating, disseminating knowledge and serving the society. University presses are characterized by academic publishing, long publishing cycles, stable sources of manuscripts, high prices for academic books, precise audience targeting, and professional marketing channels. However, compared with university publishing in Europe and America, university publishing in China started late and now it faces the impact of digitization, requiring urgent transformation. The fundamental difference between the industrial age and the digital age of publishing is “connectivity”, which is the essential feature of digitalization and has overturned the traditional publishing process and thinking. “Connectivity” promotes both openness and equality as well as fierce competition and substitutability. On the one hand, it poses challenges such as the weakened gatekeeping functions of university presses, the preference for entertainment, and a mismatch between standardized textbook publishing and personalized education. On the other hand, it creates opportunities such as academic open exchange, media integration in academic publishing, and full-scenario services.Furthermore, university publishing in China faces challenges in the form of discount promotions by e-commerce platforms, insufficient innovation in the construction of digital resource platforms and personalized knowledge scenarios, blurred positioning, inadequate brand marketing, and international influence that cannot compete with that of foreign publishing groups. In response to this situation, university presses should break out of their comfort zone and make the most of the double-edged sword of “connection”. First, university presses should improve their capabilities of digital professional service and the quality of academic publications, optimize the standardization of academic publishing, and attach importance to the cultivation of professional authors and editors. Second, university presses should build an academic resource database to achieve knowledge connection, establish regional connections with well-known foreign publishing institutions, and build a digital academic publishing industry chain to promote the construction of academic publishing scenarios through technology empowerment. At the same time, university presses should achieve the connection between industry and emotion through the construction of branding and platform. In terms of branding and marketing, university presses should clarify their positioning, focus on professional strengths and fine characteristics to build up book brands, establish long-term cooperation with professional institutions, and increase the number and stickiness of target readers through the operation of a full-media matrix. In terms of platform construction, university presses should establish service-oriented academic platforms and digital reading platforms for the masses and make breakthroughs in major projects, key product lines, and subject brands. Finally, university presses should optimize talent connections through high-end think tank construction, build big data publishing platforms, use technology to promote the level of think tank construction, serve the development needs of their publishing businesses, and provide professional knowledge and information consulting services for governments and enterprises, gradually expanding to provide customized publishing solutions for individual users, thus achieving true great-leap-forward development of university publishing.
Key wordsuniversity publishing    academic publishing    digital connectivity    development and change   
收稿日期: 2022-10-24     
基金资助:浙江省哲学社会科学领军人才培育项目(23QNYC03ZD)
作者简介: 陈洁(https://orcid.org/000-0001-7952-0137),女,浙江大学文学院教授,博士生导师,主要从事数字出版、文学出版等方面的研究;
引用本文:   
陈洁. 数字时代大学出版变革及发展路径探讨[J]. 浙江大学学报(人文社会科学版), 2023, 53(4): 92-100. Chen Jie. Change and Path of University Publishing in the Digital Age. JOURNAL OF ZHEJIANG UNIVERSITY, 2023, 53(4): 92-100.
链接本文:  
https://www.zjujournals.com/soc/CN/10.3785/j.issn.1008-942X.CN33-6000/C.2022.10.246     或     https://www.zjujournals.com/soc/CN/Y2023/V53/I4/92
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