[目的/意义]以阅读特征及服务价值分析为基础，探究媒介融合背景下的图书馆阅读推广发展趋势，探讨阅读服务创新策略。[方法/过程]通过实际调查、数据分析和理论研究揭示阅读方式的改变、阅读需求变化及特征，分析阅读服务的关键价值，提出图书馆阅读推广的发展取向和服务创新策略。[结果/结论]媒介融合背景下阅读内容显化、阅读方式混合、阅读价值多元，阅读服务的关键价值体现为选择性、体验性、开放性。图书馆阅读推广应向体系化、专业化、社会化发展，提供阅读服务整体技术解决方案以及媒介与信息素养教育服务，拓展数字阅读推广服务领域，以创新促进阅读服务转型。
[Purpose/significance] Based on the analysis of reading characteristics and service value, this paper studies the developing orientation of reading promotion in libraries under the background of media convergence and the innovative strategies of reading service. [Method/process] This paper reveals the changes and characteristics of reading mode and demand through investigation, data analysis and theoretical research, analyses the key values of reading services,and puts forward the developing orientation and service innovation strategies of reading promotion in libraries. [Result/conclusion] Cross-media mixed reading in the context of media convergence has the characteristics of explicit content, mixed mode and multiple values,and the key values of its reading service are selectivity, experience and openness. The reading promotion in libraries should develop through systematization, specialization and socialization, provide overall technical solutions for reading services and media and information literacy education, expand into digital reading promotion service, and realize the transformation of reading service by innovation.
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