Opportunities and Strategies for Chinese University Presses with the Rapid Development of Higher Education

Over the past decade, higher education in China has been transformed from an elite, highly selective structure into a system of mass education, creating an enormous demand for various kinds of college and university textbooks. Although the competition in China’s textbook publishing industry is fierce, and university presses are relatively weak compared with other publishing enterprises and companies, they have some advantages in college textbook publishing. Taking Zhejiang University Press as an example, this article describes the strategies adopted by Chinese university presses to seize the opportunities presented by the rapid development of higher education.