在我国提倡文化产业大发展、大繁荣背景下,传统出版业既面临着历史发展机遇,同时也在数字出版的冲击下,承受着巨大的压力。本文针对抓住新形势下的发展机遇,加强自身的专业化和品牌建设,扩大影响力;面对新时期、新环境、新媒体所带来的巨大挑战,促进出版行业的整合与转型,才能使出版业能够保持行驶在健康、可持续发展的良性循环轨道上;扩大电子出版物、网络出版物的销售,开拓市场;利用科技手段,保护版权和自身的经济利益等几个与传统出版单位生死攸关的话题,进行认真思考并加以阐述。 Against the backdrop of the great development and prosperity of China’s cultural industries, the traditional publishing industry faces both historical development opportunities and huge pressures under the impact of digital publishing. In order to seize the opportunity of development in the new situation, strengthen its own specialization and brand building and expand its influence. Facing the great challenges brought by the new era, new environment and new media and promoting the integration and transformation of the publishing industry, So that the publishing industry can keep driving on a virtuous cycle of health and sustainable development; expand electronic publications, online publications sales, market development; the use of scientific and technological means to protect copyright and its own economic interests, and several traditional publishing units Life and death topics, think carefully and elaborate.