[Purpose/Significance] Exploring the innovative development of red culture reading promotion in university libraries from the perspective of converged media is of great significance for relevant institutions to fully leverage the advantages of converged media communication matrix and carry out practical activities for promoting red culture reading. [Method/Process] A comprehensive survey was conducted on the current situation of promoting red culture reading in 42 “Double First Class” university libraries through online research, face-to-face interviews, literature reviews, and telephone interviews. The survey results were classified, statistically analyzed, and a framework was constructed by drawing on stakeholder theory and the logic of social marketing theory. [Result/Conclusion] This study identifies six key factors influencing the red culture reading promotion in university libraries including red resources, space, activities, stakeholders, communication media, and performance evaluation. It proposes an innovative path for the integration of converged media and red culture reading promotion from the aspects of red cultural resources integration, spatial integration, multi-activity integration, publicity integration, and interest integration.
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