大学英语教材出版改革的产业化困境及运行模式转型

The Dilemma of Industrialization in the Reform of College English Textbooks and the Transformation of the Operation Mode

随着文化产业及信息化的发展,大学英语教材出版市场出现了大众化与经典化、形式性与内容性、标准化与多元性相分离的多元发展模式。大学英语教材产业化发展没能把电子化、实用化、便捷化、规范化兼容起来,同质化竞争和版权保护问题依旧突出。未来大学英语教材出版必须坚持参与、协作、服务理念,积极拓展英语网络化教学内涵和外延,走异质化竞争与合作道路,积极创新运行模式,实现社会效益与市场效益的统一。

With the development of the information technology in the cultural industry, the development of College English teaching material publishing market has been characterized by a multi-dimensional development mode with the separation of the mass and the classic, the form and the content, as well as standardization and diversifcation. The development of the industrialization of College English textbooks has not been able to realize the compatibility of electronics, practice, convenience and standardization. Homogeneous competition and copyright protection are still hot issues. The publishing of future College English textbooks must adhere to the principles of participation, cooperation and service, actively expand the connotation and extension of online English teaching, involve heterogeneous competition and cooperation, actively innovate operation mode, and gain both the social benefts and the market benefts.