由于高校出版社具有得天独厚的教材出版资源优势、高学历从业人员的人才资源优势、社龄年轻较少企业负担等等有利条件,近几年来,高校出版社表现出强劲的发展势头。但是,在中国加入WTO以后,高校出版社将面临前所未有的挑战,高校出版社只有在竞争中把握自身的优势,变优势为强势,才能在未来的竞争中立于不败之地。 一、要促进高校出版社市场营销机制的完全发育 教材出版是高校出版社的强项和优势,但是,换一个角度看,其中隐伏潜在的危机。占高校出版社品种较大比重的教材,目前其运作基本上还属于系统发行,在专业设置、课程规划、出版社选择等环节上行政介入的成分相当 Due to the advantageous publishing resources of university publishing houses, advantages of human resource for highly educated practitioners, and less favorable corporate social responsibility, young publishing houses in colleges and universities have demonstrated a strong momentum of development in recent years. However, after China’s accession to the WTO, university publishing houses will face unprecedented challenges. Only when colleges and universities press their own superiorities in the competition and become strong in the competition will they be able to remain invincible in the future competition. First, to promote the complete development of university publishing house marketing mechanism Textbook publishing is the strengths and advantages of university publishing houses, but from another perspective, which hides potential crisis. Accounting for a large proportion of colleges and universities publishing materials, teaching materials, the current operation is basically still belong to the system distribution, in the professional settings, curriculum planning, publishing agency selection and other aspects of the administrative intervention quite