数字剑桥十八载：世界引领型出版社的数字转型战略研究

佘延锋　王影

[摘 要] 剑桥大学出版社近年来实施了极为成功的数字化转型。该社把握数字出版的独有逻辑，将学术业务全面转型为统一、快捷反应、逐步开放获取的学术研究出版平台业务，英语语言教学和国际教育业务方面开创了针对大型客户的独家定制数字化服务模式，从而满足了数字化背景下用户的个性化、便捷性需求;通过积累、优化传统优质内容和经营数字原生资源，深入挖掘自身的独特优势;坚守立身宗旨，与各层次、各类型志同道合的机构加强合作，同时通过投资收购优势平台和内容，较好地形成了数字产品的护城河。

[关键词] 剑桥大学出版社 数字出版 开放获取 转型升级 定制服务

[中图分类号] G239[文献标识码] A[文章编号] 1009-5853 （2021） 02-0099-12

The Digitalization Strategy of a Leading Global Publisher：the Experiences behind the Annual Reports of Cambridge University Press

She Yanfeng Wang Ying

（School of Information Management， Sun Yat-sen University， Guangzhou， 510006）

[Abstract] Cambridge University Press has implemented a very successful digitalization strategy in the recent years. With the deep insight into the unique logic of digital publishing， Combrige University Press has transformed its academic business into a series new business based on an academic research and publishing platform， which is unified， quick response and gradually open access. Combrige University Press has also created a unique customization service model to meet the needs for individuality and conveniences in digital era， for those key and giant customers in the areas of English Language Teaching and International Education businesses. Combrige University Press has deeply excavated its unique advantages by accumulating， optimizing its traditional great content， and managing original digital resources. Consistent with University of Cambridges mission， Combrige University Press works with various， like-minded organizations to achieve an all-win situation during its transforming. All these efforts with its investments and acquisitions from outside the organization for the advanced digital content and platforms， have produced series great digital products for Combrige University Press.

[Key words] Cambridge University PressDigital publishing Open access Transformation and upgrading Customization

1 引 言

在数字化经济浪潮中，数字化转型已然成为目前国内出版行业的主要发展方向：首先，出版行业数字化转型已然成为一项国家战略;其次，数字化已经渗透到出版行业的方方面面;再次，随着互联网日益普及，数字化服务的需求激增。大学出版社作为我国出版业三大板块的重要构成之一，为满足学术界和教育界对数字化产品和服务的需求，“进行数字化改革势在必行”[1]。

大学出版社因其出版专业性强、产品用户以机构为主等原因，在数字化转型中有着不同于其他出版机构的特点和困难。全球引领型大学出版社早于1990年代就开始了数字化转型。对其数字化转型之路进行分析研究，可为其他大学出版社转型提供方向指引和借鉴经验。……