Study On The Iner Mongolia Xinhua Bookstoer Promotes The Construction Of Nationwide Reading Project From The Perspective Of Government's Tool

Nationwide reading has become an important strategic deployment of our country.It's an important component of public cultural service system in china.It is necessary for building a modern and powerful nation's public cultural service system and nationwide reading project.Also it's the essential means to meeting people's growing cultural needs.Xinhua Bookstore in china affiliated to Central Publicity Department.It's the unique governmental bookstore..Xinhua Bookstore is in charge of distribution of textbooks for primary schools,secondary schools,technical secondary schools and preschool schools.Also it has the same task on distribution of political readings,general books,audiovisual products and electronic publications.The government and Xinhua Bookstore play different roles in the construction of the nationwide reading project.The government works for macro-control,it's the brain or core.It formulates policies and guides ideology,issues documents and clarifies indicators.Xinhua Bookstore has more professional advantages in reading promotion and book distribution.Formulating corresponding plans for implementation.Xinhua Bookstore is the government's most important,foremost and practical tools.This paper takes the nationwide reading project of Inner Mongolia Autonomous Region as a case study.Field research from the perspective of government's tools.The article applies theories of public management and combines with provincial conditions——the location of Inner Mongolia Autonomous Region,ethnic characteristics,agricultural and pastoral areas distribution and so on.The second part of this paper explains the advantages,disadvantages,functions and operation mode of the government and Xinhua Bookstore in the process of nationwide reading project.On this account,the paper demonstrates that Xinhua Bookstore is a tool of the government and analyses the six measures taken by Xinhua Bookstore to promote the construction of nationwide reading project.Such as the revolution of physical bookstore,“Seven Entries Project”,lending service,public reading activities,“Internet +”service,construction of nationwide reading project in agricultural and pastoral areas.But some problems in the current implementation have been appeared.The transformation of Xinhua bookstores doesn't meet the needs of the masses.Low discount doesn't conducive to the popularization and circulation of books.Borrowing service can not fully meet the needs of readers.It is difficult to balance individual activities and reading scenes."Internet +" service has some weaknesses.Promotion in rural and pastoral areas presents low efficiency.Finally,in the view of the current situation,problems and reasons,we try to put forward the transformation of physical bookstore by doing field research,strengthening the popularization of the awareness of the genuine books and increase the discount,developing its own lending system,identifying the target group of reading activities and plan the activity area reasonably,building the guarantee system of technical talents and increasing the introduction of "Internet +" funds and talents,optimizing book categories in agricultural and pastoral areas.