Research on the Promotion of Children’s “Three-Complete” Reading under the Background of E-Commerce

在当前信息科技飞速发展的时代，儿童的阅读既不是某一主体的事情，也不是只涉及某一门学科、某一类人员或者某一段过程的，而是需要多元主体通力合作，发挥各自的优势，弥补其他主体的不足，做到全学科覆盖、全人员参与、全过程支持，共同为儿童的阅读提供不同方面的服务。本文从电子商务的视角出发，明确了图书馆、出版社、书店在儿童阅读推广中的角色定位与作用，并针对各主体提出了合作开展儿童“三全”阅读推广的营销策略。In the current era of rapid development of information technology, children’s reading is not the business of a certain subject, nor only involves a certain subject, a certain type of personnel or a certain process, but requires multi-subject cooperation, giving full play to their respective advantages, making up for the shortcomings of other subjects, and achieving full subject coverage, full personnel participation, full process support, so as to jointly providing different aspects of services for children’s reading. From the perspective of e-commerce, this paper clarifies the roles and functions of libraries, publishers and bookstores in the promotion of children’s reading, and puts forward marketing strategies for the cooperation of each subject in the promotion of children’s “three-complete” reading.