Abstract: This paper analyzes the development status of university journal under new situations, takes the current management models and structural reform into consideration. The study suggests that, the current management model of university journal has restricted its further development; university journal should consider both the beneficial results of economy and society. Therefore, the paper analyzes the obstacles and challenges during the reform and development of university journal, on the basis of that, put forwards some suggestion: we should pay high attention to brand consciousness of journal, establish an effective mechanism of journal publication and management system set up efficient and stable profit mechanism; the reform of university journal should be managed by business ideas and developed from the perspective of modernization and international, at the same time, it should be examined by the attitude of pedants and conscience of intellectuals.

Key words: University journal