[目的/意义] 根据学业规律和成长历程,高校不同年级的读者存在不同的阅读行为特征。借鉴市场细分的概念,建议重点针对大学一年级新生开展阅读推广活动。[方法/过程] 分析历史借阅数据,认为第一学年入馆借书的新生比例不高,借书次数较少;第二学年读者流失率过高;提出大一新生对阅读认知的4种类型及重点推广对象,分析开展新生阅读推广的优势,提出相关策略建议。[结果/结论] 充分利用大一新生的行为特征和心理需求,唤醒其阅读意识、引导其阅读兴趣、培养并固化其阅读习惯,更有利于全民阅读工程的整体推进。

[Purpose/significance] According to the laws of the education and growth process, college readers of different grades have different reading behavior characteristics. Referring to the concept of market segmentation, we could focus on freshmen to carry out reading promotion activities.[Method/process] According to the analysis of historical lending data, the borrowing ratio and times for the freshmen in the first school year of the total are low. Reader turnover rate for the sophomore is high. This paper proposes four types of freshman based on reading awareness and the key promotion focus, and then gives the advantage and suggestions to carry out reading promotion.[Result/conclusion] Considering freshman behavior characteristics and psychological needs, we can try our best to awake reading awareness, guide reading interest, cultivate and solidify their reading habits. It will be more conducive to the overall advancement of the National Reading Project.