Abstract

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Title:: Using SWOT method to analyze inner and outer circumstance of Chinese university journals development

Author(s):: CHEN Hong-yan; WANG Lei; MA Yong; ZHAO Wen-yi; SUN Shou-zeng; Department of Magazine Publishing， Chang’an University， Xi’an 710064， Shaanxi， China; Institute of Publishing Science， Chang’an University， Xi’an 710064， Shaanxi， China

Keywords:: university journal; developing circumstance; SWOT analysis method; developing strategy

Abstract:: Chinese university journals mostly continued the general model of planned economy era, and possessed introversion and comprehensive, the management system. Imperfect management system and inflexible operation mechanism was the common failing，publication concept and academic competition were limited, which were the bottlenecks of restricting their development. By using the SWOT analysis method, the inner and outer circumstance of Chinese university journals development was analyzed. The advantages, disadvantages, opportunities and threats of the development of Chinese university journals were analyzed for seeking the optimal decision making method matching various factors, motivating its advantage and enhancing its competitiveness. The four kinds of development strategy of university journals in China are putting forward to enhance its competitiveness and influence: quality strategy, internationalization strategy, clustering development strategy and network strategy.