The Comparison Study On Reading Promotion Activities Between Barns & Noble And Anhui New Media

Reading is a uniquely human social activity, as well as a driving force of human evolution. As China calls for ’National Reading’, reading promotion has become an essential means of accelerating ’National Reading’. Reading promotion improves the fun of reading, raises people’s reading enthusiasm and promotes the wave of’national reading’ efficiently. Reading promotion cannot just rely on national policy support, also requires the participation of other social aspects. Bookstore, as a business card of the city’s development, has rich cultural resources and superior reading environment, carrying the hopes of reading. Once it becomes a promoter, it will benefit social reading atmosphere and store’s own development.The paper based on the reading promotion’s research at home and abroad. The author firstly defined the meaning of reading promotion, brought it into bookstore promotion, and explored the relations between reading promotion and bookstore management. On one aspect, the author explained the concepts of reading promotion’s elements, on the other aspect, illustrated the importance to bookstore management from the perspective of targeted audience and bookstore itself and investigated bookstore’s reading promotion activities in China as reference and theoretical and practical premise. Then the author combed the America’s largest super-bookstore Barnes & Noble’s reading promotion activities, described its reading promotion’s process, analyzed classical reading promotion cases, and classified the mode, process and results. This part includes the core, theory, ways and experience of Barns & Noble’s reading promotions’so we can find the positive aspect to learn.Anhui New Media, as a state-owned books’distribution enterprise, has good policy advantages and economic strength, bears the social responsibility of cultural transmission, has incomparable advantages when conducting reading promotion activities. With the impact of network bookstore, Anhui New Media started transition from traditional culture enterprise to education-oriented platform enterprise, build an internet platform,let readers go back to the bookstore. The transformation is reflected not only on the upgrade of the bookstore, also the new breakthrough in the reading promotion activities. Since the transformation of Anhui New Media, it carried out various reading promotion activities around’national reading’ in cities’ bookstore business and conducted a diversity of reading promotion activities. The author classified its reading promotion activities, concluded from them.Then the paper contrasts the reading promotion activities between Barns & Noble and the Anhui New Media from five aspects of theory, ways, selection of places, selection of targeted audience and effects. The author tries to find out the differences between them and summarizes the way to inspire Anhui New media to establish its own reading promotion’s pattern from the perspective of introducing good cases. This part includes the feasibility of learning, the restrictions of reading promotion and the pattern establishment. Anhui New Media can improve the quality and avoid some mistakes when conducting its reading promotion.In this paper, The author uses interviewing methods, contacts senior vice president manager of Barns & Noble, Mei Sanchez via email to get the first-hand information so the basic promotion pattern could be known. What’s more, the author went to Anhui Xinhua bookstores in Anhui, interviewed the managers to get more materials and data so the research could be more reliable. Case analysis method is also used to decompose the reading promotion activities between two bookstores and to find the feasibilities in China after all aspects’comparison. The purpose is to get the advantages and disadvantages in its new reading promotion activities effectiveness and find out the results based on systematic analysis. The author uses comparison methods to analyze the activities systematically and get the conclusion. The author explores Barns & Noble’s reading promotion activities from the perspective of introducing, let more bookstore operators know that reading promotion is an important part of bookstore business and get involved in this reading promotion. The author wishes Barns & Noble’s reading promotion can be known in China and this paper could be a reference for more domestic bookstore managers to develop a continuous effective pattern to promote reading.