中国的大学出版社经过半个多世纪的发展，已壮大成为出版业的一支中坚力量。随着文化体制改革的不断推进，大学出版社已完成“转企改制”工作，不再拥有“非企非事”的身份，变成真正意义上的企业，成为市场竞争的主体。近年来，随着图书出版行业的迅猛发展，出版行业的竞争日趋激励，高校教材市场竞争日益白热化，教材同质化现象严重。面对逐渐饱和的市场，像A大学出版社这样的大学社如何发挥自身的优势，找准定位，保持可持续发展是行业内共性的问题。本文出于此目的，运用相关战略分析工具，对A大学出版社高校教材所面临的宏观环境、行业环境及内部资源与能力进行了系统分析和评价，找出了A大学出版社高校教材竞争发展的优势、劣势及面临的机遇和威胁。从外部环境看，随着我国经济、文化、社会、技术的快速发展和国家科教兴国政策的大力推进，高校教材市场规模巨大，并还将拥有一定的发展空间，同时市场竞争的日趋激烈，产品、服务、技术的发展趋势也带来了严峻的挑战。从内部条件看，A大学出版社拥有名校品牌资源、一大批优秀的文科教材产品资源和作者资源、专业的编辑团队，在营销与服务、技术资源等方面也具有相对优势，但在管理能力、运营流程等方面相对薄弱。本文通过以上分析找出了A大学出版社实施差异化竞争战略的必要性和意义，并确定了A大学出版社高校教材实施差异化竞争的途径：产品差异化、形象差异化和市场差异化。希望通过研究A大学出版社高校教材出版在新时期这一大背景下的竞争战略，为中国高校教材出版的发展提供一定的参考，促进竞争战略相关理论在出版行业的应用研究。

University press of China after more than half a century of development，has grown to become a backbone in publishing. With the advancement of the reform of cultural system, university press \"enterprises\" work has been completed, no longer have the capacity of \"not companies\", become a real sense of the enterprise, as the main body of market competition. In recent years, with the rapid development of book publishing industry, the competition in the publishing industry is increasingly incentives, colleges and universities teaching material market competition increasingly white-hot, teaching material homogeneity phenomenon is serious. Facing the gradually saturated market, such as A university press how to exert its advantages, looking for accurate positioning, keep sustainable development is the common problems in this industry. For this purpose, this paper use relevant strategic analysis tools, to A university press in colleges and universities teaching material facing the macro environment, industry environment and internal resources and capabilities has carried on the analysis and evaluation system, to find A university press in colleges and universities teaching material development of the competitive advantages, disadvantages, opportunities and threats. Look from the external environment, along with our country economy, culture, society and technology's rapid development of the science and education and the national policy, vigorously promote college textbook market will also have the huge market development space, at the same time, the market competition is increasingly fierce, products, services, technology development trend of era, also poses a serious challenge. From the internal conditions, A famous brand of the university press have resources, A large number of fine arts teaching material products and the author resources and professional editorial team, in such aspects as marketing and services, technical resources, also has A comparative advantage, but in the relatively weak management capacity, operation process, etc. In this article, through the above analysis found A university press the necessity and significance of implementation of differentiation competitive strategy and determine A university press in colleges and universities teaching material implement differentiation competitive way. Hope that through study of A university press teaching material in colleges and universities in the new era under the background of the big competition strategy, to give some reference to the development of China's colleges and universities teaching materials published, promote competition strategy of the application of related theory in the publishing industry.