The Operational Strategies for National Taiwan University Press
Date Issued
2008
Date
2008
Author(s)
Liao, Ching-hua
Abstract
University Presses have been devoted to the mission of scholarly communication for nearly five hundred years. Recently, because of the change of scholarly communication and the stiff market competition, every university press is eager to discover, try and create various business plans in order to find the new business model of the times.n comparison with overseas university presses, university presses in Taiwan are smaller in scale and have shorter history. Most of university presses in Taiwan have indefinite roles and are burdened with miscellaneous tasks so that it is difficult for them to fully play the professional role. Hence, university presses in Taiwan have missed the time and opportunities for decades. his research is a case study of National Taiwan University Press. It focuses on the development of National Taiwan University Press in twelve years. The purposes of the research are as follows: (1) to describe the growth of National Taiwan University Press, (2) to survey the operation of National Taiwan University Press, (3) to discover the role of National Taiwan University Press, (4) to find out the forward directions of National Taiwan University Press, and (5) to give suggestions of the operational strategies for National Taiwan University Press.s an empirical research, it takes the qualitative approach to collect the data in order to aim at the research purposes. The research methods include (1) the literature analysis of secondary resources, (2) the document analysis of the meeting documents of the advisory board, (3) the in-depth interviews with the directors, staffs, advisory board members and specialists.he result of the research shows that National Taiwan University press: (1) values scholarly publishing as its core goal, (2) plays the role of professional university press, (3) has basal operation system, including acquisition, peer-review mechanism, editing, printing and marketing, (4) possesses the strengths of scholarly publishing so as to actively develop the academic publications and also to earn the market, (5) faces the problems inside the university press and those in the external environment, (6) owns the objectives such as producing academic books of high quality, publishing in cooperation with other organizations, developing electronic publishing, and expanding the market across the Taiwan strait.he research recommends National Taiwan University Press (1) recruit new staffs and gain the opportunity to enhance the flexibility and efficiency in the administrative part. (2) improve the quality of publication, develop the cooperative mechanism and create various series of books in the executive part. (3) expand the distribution channels, cooperate with much more kinds of organizations and explore the market in mainland China in the marketing part.
Subjects
scholarly publishing
university press
operational strategy
National Taiwan University Press
case study
Type
thesis
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