誕生于延安窯洞里(li)的新(xin)華書店，如今已經走過了84個春秋(qiu)。作(zuo)為中國(guo)(guo)共產(chan)黨創建并領導(dao)的紅色文化企業，新(xin)華書店始終堅持傳承紅色基因、弘揚先(xian)進(jin)文化、踐行(xing)社會責(ze)任(ren)。根據中國(guo)(guo)新(xin)華書店協會發布的2016年—2019年《中國(guo)(guo)新(xin)華書店社會責(ze)任(ren)報(bao)告書》（以下簡稱《報(bao)告書》），以及(ji)《中國(guo)(guo)新(xin)聞出版(ban)廣電報(bao)》記者近(jin)年來對行(xing)業的觀察，我們梳理了“十三五”期間新(xin)華書店履行(xing)社會責(ze)任(ren)的主要做法和成(cheng)就(jiu)經驗，試圖(tu)從中得到(dao)一些(xie)啟(qi)示。

履行職責使命 做好發行工作

“十(shi)三五(wu)”期間，新(xin)華(hua)書店(dian)積極發(fa)揮國有主(zhu)渠道、主(zhu)陣(zhen)地優勢，承(cheng)擔(dan)文(wen)化傳(chuan)播(bo)使命，全力以赴做好(hao)重要文(wen)件文(wen)獻、重點主(zhu)題出版物(wu)、優秀大(da)眾讀物(wu)等相(xiang)關發(fa)行工作。

這5年(nian)中(zhong)，全國各地新(xin)華書(shu)(shu)店(dian)(dian)在門店(dian)(dian)突出(chu)位置設立(li)(li)專(zhuan)柜專(zhuan)架(jia)，開展(zhan)(zhan)(zhan)重點出(chu)版物(wu)展(zhan)(zhan)(zhan)示展(zhan)(zhan)(zhan)銷(xiao)(xiao)和宣傳征(zheng)訂活(huo)動(dong)，對讀者購書(shu)(shu)給予優惠，取得了顯著成效。2016年(nian)，新(xin)華書(shu)(shu)店(dian)(dian)開展(zhan)(zhan)(zhan)“習近(jin)平總書(shu)(shu)記系(xi)列重要(yao)講話”“慶(qing)(qing)祝中(zhong)國共產黨成立(li)(li)95周(zhou)(zhou)年(nian)”“紀念長征(zheng)勝利80周(zhou)(zhou)年(nian)”等(deng)主題(ti)展(zhan)(zhan)(zhan)示展(zhan)(zhan)(zhan)銷(xiao)(xiao)活(huo)動(dong)；2017年(nian)，設立(li)(li)黨的十九(jiu)大文(wen)獻(xian)展(zhan)(zhan)(zhan)銷(xiao)(xiao)專(zhuan)區(qu)、專(zhuan)臺、專(zhuan)架(jia)；2018年(nian)，舉辦以“習近(jin)平新(xin)時代中(zhong)國特色社(she)會(hui)主義(yi)思(si)想”“馬克(ke)思(si)誕辰200周(zhou)(zhou)年(nian)”“改革開放40周(zhou)(zhou)年(nian)”等(deng)為主題(ti)的專(zhuan)題(ti)展(zhan)(zhan)(zhan)銷(xiao)(xiao)活(huo)動(dong)；2019年(nian)，舉辦“慶(qing)(qing)祝新(xin)中(zhong)國成立(li)(li)70周(zhou)(zhou)年(nian)”主題(ti)出(chu)版物(wu)展(zhan)(zhan)(zhan)。

“課前到(dao)書(shu)，人手一冊”是黨和(he)國家對教(jiao)材(cai)發行(xing)工作提(ti)出的要(yao)求，是中(zhong)小學開展正常教(jiao)育活動的基(ji)本保(bao)障。“十三五”期間，新華(hua)書(shu)店將“課前到(dao)書(shu)”作為(wei)重(zhong)要(yao)的政治任(ren)務和(he)社會責任(ren)，精心(xin)組(zu)織(zhi)，精細操作，以長(chang)期積(ji)淀的專業服(fu)務能力(li)圓滿(man)完成每(mei)季教(jiao)材(cai)的征訂(ding)發行(xing)工作。

“課前到(dao)書(shu)(shu)”的(de)服(fu)務水平在(zai)“十(shi)三(san)五”期(qi)間得到(dao)提升(sheng)，安(an)徽新(xin)華(hua)在(zai)這方面(mian)領全國風氣之先。2014年(nian)秋(qiu)季學(xue)期(qi)，安(an)徽新(xin)華(hua)將教材配(pei)送從(cong)“送書(shu)(shu)到(dao)校(xiao)”延伸到(dao)“分(fen)書(shu)(shu)到(dao)班(ban)(ban)”，2016年(nian)又開始(shi)試(shi)(shi)點“服(fu)務到(dao)生”。在(zai)榜樣的(de)示范和帶(dai)動下，河南(nan)、河北(bei)、云南(nan)等地的(de)新(xin)華(hua)書(shu)(shu)店，紛(fen)紛(fen)嘗試(shi)(shi)“分(fen)書(shu)(shu)到(dao)班(ban)(ban)”。

這(zhe)5年(nian)(nian)中，有兩(liang)個特殊的(de)年(nian)(nian)份值得銘記。2017年(nian)(nian)秋季學(xue)期，歷經5年(nian)(nian)完成編審的(de)統編三科教材正式啟用。由于三科教材編審、評議(yi)教輔重新申報(bao)定價、印刷業減產限排等原因，這(zhe)一年(nian)(nian)新華人“課前到書(shu)”的(de)時間(jian)空前緊迫，工(gong)作尤其艱苦。

2020年，新冠肺炎疫(yi)情(qing)來襲，南(nan)方多地(di)遭遇(yu)洪澇災(zai)害，教(jiao)材教(jiao)輔(fu)發運(yun)工作(zuo)形勢更加嚴峻。各地(di)新華人(ren)兌現一(yi)份(fen)承諾，堅守一(yi)份(fen)初心，以堅實行動兌現“課前到(dao)書”錚錚誓言。

承辦地方書展  推動全民閱讀

承辦(ban)或協辦(ban)各(ge)種書展，舉辦(ban)各(ge)種文化活動，是“十三五”期(qi)間(jian)新華(hua)書店推動全民(min)閱讀工作的一個(ge)重要方面。

各(ge)地(di)新華連續多年承(cheng)辦(ban)(ban)或(huo)協(xie)辦(ban)(ban)地(di)方書(shu)展(zhan)(zhan)(zhan)，如(ru)上海(hai)書(shu)展(zhan)(zhan)(zhan)、江(jiang)蘇書(shu)展(zhan)(zhan)(zhan)、南國(guo)書(shu)香(xiang)節(jie)、深圳讀(du)書(shu)月(yue)、黃山書(shu)會、山東書(shu)展(zhan)(zhan)(zhan)、河北省惠民(min)(min)書(shu)市、海(hai)南書(shu)香(xiang)節(jie)、書(shu)香(xiang)彩云南惠民(min)(min)書(shu)市、重慶讀(du)書(shu)月(yue)惠民(min)(min)書(shu)展(zhan)(zhan)(zhan)、書(shu)香(xiang)龍江(jiang)讀(du)書(shu)節(jie)、遼寧(ning)省全民(min)(min)閱讀(du)節(jie)、廣(guang)西書(shu)展(zhan)(zhan)(zhan)、寧(ning)波書(shu)展(zhan)(zhan)(zhan)、海(hai)峽讀(du)書(shu)節(jie)、天府書(shu)展(zhan)(zhan)(zhan)等(deng)。還(huan)有的新華走出(chu)當(dang)地(di)舉(ju)辦(ban)(ban)書(shu)展(zhan)(zhan)(zhan)，如(ru)福(fu)建新華赴(fu)臺舉(ju)辦(ban)(ban)金門書(shu)展(zhan)(zhan)(zhan)，赴(fu)俄羅斯、瑞典、挪威(wei)、美國(guo)、日本等(deng)國(guo)家(jia)舉(ju)辦(ban)(ban)中國(guo)（福(fu)建）圖書(shu)展(zhan)(zhan)(zhan)銷(xiao)會。

這些書(shu)(shu)(shu)展(zhan)大大推動了當地的全(quan)民閱(yue)讀。如福建新華2016年(nian)承辦的第二(er)屆“世(shi)界讀書(shu)(shu)(shu)日(ri)·海峽讀書(shu)(shu)(shu)節”，實現銷(xiao)(xiao)售(shou)碼洋3530萬(wan)元(yuan)，成為福州參展(zhan)規模最大、入場人次(ci)(ci)最多、銷(xiao)(xiao)售(shou)收入最高、宣傳效果最好的一次(ci)(ci)群眾性閱(yue)讀活(huo)動。再如2020河北省(sheng)惠民書(shu)(shu)(shu)市，在7天(tian)時間里，166家新華書(shu)(shu)(shu)店上(shang)下聯(lian)動，發放260萬(wan)元(yuan)優惠券，累計銷(xiao)(xiao)售(shou)各類(lei)出版物41.17萬(wan)冊、1896萬(wan)元(yuan)，讓利(li)800萬(wan)元(yuan)。

除了(le)承辦當地書(shu)(shu)展，各地新(xin)(xin)(xin)(xin)華(hua)(hua)還組織策劃了(le)豐富多樣的(de)品牌閱讀(du)活(huo)動(dong)(dong)(dong)，形成一道(dao)道(dao)全(quan)(quan)民閱讀(du)的(de)亮麗(li)風景線。歷(li)年(nian)的(de)《報告(gao)書(shu)(shu)》對此(ci)進行了(le)記錄。例如，新(xin)(xin)(xin)(xin)華(hua)(hua)書(shu)(shu)店(dian)(dian)總店(dian)(dian)的(de)“出(chu)版界圖書(shu)(shu)館(guan)界全(quan)(quan)民閱讀(du)年(nian)會(hui)”“全(quan)(quan)國(guo)(guo)(guo)館(guan)社高層(ceng)論壇”“全(quan)(quan)國(guo)(guo)(guo)少兒閱讀(du)峰會(hui)”，江西新(xin)(xin)(xin)(xin)華(hua)(hua)的(de)“朗讀(du)者(zhe)”“美麗(li)中國(guo)(guo)(guo)·精(jing)彩江西”等誦(song)讀(du)活(huo)動(dong)(dong)(dong)，已成品牌活(huo)動(dong)(dong)(dong)。海南(nan)新(xin)(xin)(xin)(xin)華(hua)(hua)開設的(de)數十個“新(xin)(xin)(xin)(xin)時代(dai)經典傳習所”，搭建(jian)起新(xin)(xin)(xin)(xin)時代(dai)傳播新(xin)(xin)(xin)(xin)思想的(de)“新(xin)(xin)(xin)(xin)平臺、新(xin)(xin)(xin)(xin)陣地、新(xin)(xin)(xin)(xin)機(ji)制(zhi)”。內蒙古新(xin)(xin)(xin)(xin)華(hua)(hua)利(li)用旗(qi)下發行網點，通過鴻(hong)雁(yan)(yan)傳書(shu)(shu)（文(wen)(wen)化扶(fu)貧(pin)活(huo)動(dong)(dong)(dong)）、鴻(hong)雁(yan)(yan)使者(zhe)（草(cao)原文(wen)(wen)化志愿者(zhe)活(huo)動(dong)(dong)(dong)）、鴻(hong)雁(yan)(yan)校園（場景閱讀(du)實踐課堂(tang)）、鴻(hong)雁(yan)(yan)之家（“學習強國(guo)(guo)(guo)”積分兌書(shu)(shu)）、鴻(hong)雁(yan)(yan)誦(song)讀(du)（講我的(de)故事）和鴻(hong)雁(yan)(yan)書(shu)(shu)店(dian)(dian)（在你身(shen)邊的(de)流動(dong)(dong)(dong)書(shu)(shu)房）的(de)方式，推動(dong)(dong)(dong)“鴻(hong)雁(yan)(yan)悅(yue)讀(du)”深入全(quan)(quan)區(qu)各地。

投入人力物(wu)力  助力精準扶貧

2021年2月25日，習(xi)近平總(zong)書(shu)記(ji)在(zai)(zai)全(quan)國(guo)脫貧攻堅總(zong)結表彰大會上莊嚴宣告(gao)：我(wo)國(guo)脫貧攻堅戰(zhan)取得了全(quan)面勝(sheng)利(li)！“十三(san)五(wu)”期間，各地新華(hua)書(shu)店投入大量資(zi)金和物資(zi)，派出一(yi)線扶(fu)貧干部，通過開展(zhan)產業幫扶(fu)、教育文化幫扶(fu)等(deng)方(fang)式幫助扶(fu)貧村脫貧，在(zai)(zai)國(guo)家脫貧攻堅的(de)時代(dai)畫卷上寫下了一(yi)筆。歷年的(de)《報告(gao)書(shu)》記(ji)錄(lu)了這些數(shu)據。

2017年，甘(gan)肅(su)新(xin)華(hua)(hua)、深(shen)圳新(xin)華(hua)(hua)、重慶新(xin)華(hua)(hua)分(fen)別向對(dui)口幫扶(fu)(fu)村捐贈(zeng)240萬元(yuan)、220萬元(yuan)、110萬元(yuan)。河南新(xin)華(hua)(hua)云書網(wang)成立扶(fu)(fu)貧團(tuan)隊，提(ti)供(gong)農副產(chan)品網(wang)上銷(xiao)售服務，探索電商(shang)扶(fu)(fu)貧新(xin)模式。

2018年(nian)，江(jiang)西(xi)新(xin)(xin)華(hua)對(dui)138個扶(fu)(fu)貧(pin)點(dian)開展幫扶(fu)(fu)，累計捐(juan)贈約(yue)500萬(wan)元(yuan)(yuan)；湖南新(xin)(xin)華(hua)參(can)與建設扶(fu)(fu)貧(pin)點(dian)上百個，派駐蹲點(dian)的人員200多人，對(dui)口扶(fu)(fu)貧(pin)人數達753人；甘肅新(xin)(xin)華(hua)為扶(fu)(fu)貧(pin)村(cun)學校援(yuan)建圖書室(shi)折合人民幣267萬(wan)元(yuan)(yuan)，為貧(pin)困戶捐(juan)資捐(juan)物90多萬(wan)元(yuan)(yuan)；河北新(xin)(xin)華(hua)向貧(pin)困村(cun)派駐干(gan)部黨(dang)員20余人，為貧(pin)困地(di)區捐(juan)贈物資共計232萬(wan)元(yuan)(yuan)。

2019年，山西新(xin)華(hua)118人(ren)駐村幫(bang)扶、486人(ren)結(jie)對幫(bang)扶，年投入(ru)資(zi)金千(qian)余(yu)萬(wan)元；內蒙古新(xin)華(hua)脫(tuo)貧(pin)攻(gong)堅戰斗(dou)隊加入(ru)了12個貧(pin)困(kun)村的駐村工作，投入(ru)資(zi)金、財物百余(yu)萬(wan)元；甘肅新(xin)華(hua)198人(ren)參與精(jing)準扶貧(pin)，投入(ru)扶貧(pin)資(zi)金68萬(wan)余(yu)元，為貧(pin)困(kun)地區(qu)捐錢、捐物、捐贈圖書超過360萬(wan)元。

對于援(yuan)(yuan)藏(zang)、援(yuan)(yuan)疆、援(yuan)(yuan)青的(de)(de)國家重(zhong)點(dian)項目，新華書(shu)店(dian)更是高度重(zhong)視，落實到位。2018年，新華書(shu)店(dian)總店(dian)派員(yuan)參加青海扶貧工作，籌措資(zi)金500余(yu)萬元，修(xiu)建(jian)一條(tiao)27公里(li)長的(de)(de)砂石路和一座44米長的(de)(de)涵(han)橋(qiao)；2017年，江蘇新華對口援(yuan)(yuan)藏(zang)、援(yuan)(yuan)疆圖(tu)書(shu)近200萬元；福建(jian)新華2017年捐(juan)贈的(de)(de)1000萬元圖(tu)書(shu)中，相當一部分是對口支援(yuan)(yuan)西藏(zang)的(de)(de)；北(bei)京新華2017年捐(juan)贈的(de)(de)91萬元圖(tu)書(shu)中，援(yuan)(yuan)藏(zang)占(zhan)了相當比重(zhong)。

“十三五”新(xin)華系實體書店發展六大風標

“十三五(wu)”期(qi)間，在中(zhong)(zhong)(zhong)宣部(bu)等(deng)11部(bu)委《關于支持(chi)實體(ti)書(shu)店(dian)發展的(de)指導意(yi)見》等(deng)利好政策推(tui)動下，實體(ti)書(shu)店(dian)得到(dao)快速發展。根據中(zhong)(zhong)(zhong)國新華(hua)(hua)書(shu)店(dian)協會(hui)發布的(de)2016年—2019年《中(zhong)(zhong)(zhong)國新華(hua)(hua)書(shu)店(dian)社會(hui)責(ze)任報(bao)告書(shu)》（以下簡稱《報(bao)告書(shu)》），以及《中(zhong)(zhong)(zhong)國新聞出(chu)(chu)版廣(guang)電報(bao)》記(ji)者近年來對行業(ye)的(de)觀察，我們梳(shu)理和盤點(dian)出(chu)(chu)“十三五(wu)”期(qi)間新華(hua)(hua)系實體(ti)書(shu)店(dian)發展的(de)六大風(feng)標(biao)。從中(zhong)(zhong)(zhong)可(ke)見，“十三五(wu)”期(qi)間，各地(di)新華(hua)(hua)書(shu)店(dian)分別從大書(shu)城、標(biao)志性門(men)店(dian)、特色書(shu)店(dian)、社區網點(dian)等(deng)多層面進行規(gui)劃，形成“大中(zhong)(zhong)(zhong)小特”書(shu)店(dian)并舉(ju)的(de)圖書(shu)發行體(ti)系，創(chuang)新了實體(ti)書(shu)店(dian)的(de)發展之路。

門(men)(men)店(dian)升(sheng)級(ji)(ji)改造持續進行(xing)。從歷年的(de)《報告書(shu)》可見(jian)，“十三五”期間(jian)，各地新(xin)(xin)(xin)華(hua)(hua)書(shu)店(dian)繼續加大門(men)(men)店(dian)升(sheng)級(ji)(ji)改造力(li)度，為(wei)讀(du)(du)者提供綜合性文化消(xiao)費終(zhong)端(duan)體(ti)(ti)驗，使(shi)得新(xin)(xin)(xin)華(hua)(hua)書(shu)店(dian)以(yi)全(quan)新(xin)(xin)(xin)面(mian)貌出現在公眾(zhong)面(mian)前(qian)。以(yi)2017年為(wei)例(li)，廣東新(xin)(xin)(xin)華(hua)(hua)、浙江新(xin)(xin)(xin)華(hua)(hua)、山東新(xin)(xin)(xin)華(hua)(hua)、湖南新(xin)(xin)(xin)華(hua)(hua)升(sheng)級(ji)(ji)改造書(shu)城(cheng)、門(men)(men)店(dian)的(de)數量分別為(wei) 73處(chu)(chu)、26處(chu)(chu)、23處(chu)(chu)、23處(chu)(chu)。浙江新(xin)(xin)(xin)華(hua)(hua)2016年新(xin)(xin)(xin)開業了黃巖書(shu)城(cheng)，全(quan)新(xin)(xin)(xin)改造升(sheng)級(ji)(ji)麗水(shui)書(shu)城(cheng)、柯橋書(shu)城(cheng)、余杭文化廣場(chang)等(deng)設計感強(qiang)、時尚潮流(liu)的(de)閱(yue)讀(du)(du)文化空(kong)間(jian)。福(fu)建(jian)(jian)新(xin)(xin)(xin)華(hua)(hua)2016年完成總(zong)部(bu)鰲峰坊書(shu)城(cheng)、福(fu)州金山圖書(shu)城(cheng)等(deng)15家賣場(chang)的(de)新(xin)(xin)(xin)建(jian)(jian)或升(sheng)級(ji)(ji)改造。江蘇新(xin)(xin)(xin)華(hua)(hua)2017年全(quan)省網點同比上(shang)年增加376處(chu)(chu)，打(da)造了一批(pi)品種齊全(quan)、業態豐富(fu)的(de)城(cheng)市文化綜合體(ti)(ti)。天(tian)津新(xin)(xin)(xin)華(hua)(hua)2019年完成全(quan)部(bu)200個閱(yue)讀(du)(du)新(xin)(xin)(xin)空(kong)間(jian)建(jian)(jian)設，改造后的(de)書(shu)店(dian)年銷售額(e)提升(sheng)10%。

24小(xiao)(xiao)(xiao)時(shi)(shi)書(shu)(shu)店(dian)(dian)建設(she)成風(feng)潮。從(cong)2014年(nian)北京(jing)三(san)聯韜(tao)奮書(shu)(shu)店(dian)(dian)運行24小(xiao)(xiao)(xiao)時(shi)(shi)不打烊之后，全(quan)(quan)國各(ge)地掀(xian)起(qi)24小(xiao)(xiao)(xiao)時(shi)(shi)書(shu)(shu)店(dian)(dian)的(de)建設(she)風(feng)潮，從(cong)當年(nian)一直延續到“十(shi)三(san)五(wu)”時(shi)(shi)期。這(zhe)其(qi)中(zhong)不少是新(xin)華(hua)書(shu)(shu)店(dian)(dian)創辦的(de)，如遼寧(ning)盤(pan)錦新(xin)華(hua)的(de)深柳(liu)讀書(shu)(shu)堂、杭(hang)州(zhou)新(xin)華(hua)的(de)悅覽樹、青(qing)島(dao)新(xin)華(hua)的(de)明(ming)閱島(dao)、湖(hu)北新(xin)華(hua)的(de)九丘書(shu)(shu)館、安徽新(xin)華(hua)的(de)三(san)孝口書(shu)(shu)店(dian)(dian)、四川新(xin)華(hua)的(de)軒客會鏜鈀(ba)街(jie)店(dian)(dian)等。這(zhe)些24小(xiao)(xiao)(xiao)時(shi)(shi)書(shu)(shu)店(dian)(dian)成為夜幕(mu)降臨后當地不可多得(de)的(de)公共閱讀空間(jian)，也以(yi)一種地標(biao)式(shi)的(de)存(cun)在(zai)彰顯著一個城市的(de)文(wen)化底蘊。新(xin)華(hua)系24小(xiao)(xiao)(xiao)時(shi)(shi)書(shu)(shu)店(dian)(dian)的(de)建設(she)數量，從(cong)歷年(nian)《報告書(shu)(shu)》可見(jian)一斑：2013年(nian)—2015年(nian)，全(quan)(quan)國新(xin)華(hua)系統開設(she)24小(xiao)(xiao)(xiao)時(shi)(shi)書(shu)(shu)店(dian)(dian)20余(yu)家(jia)(jia)；2016年(nian)，僅江蘇新(xin)華(hua)就開設(she)6家(jia)(jia)24小(xiao)(xiao)(xiao)時(shi)(shi)書(shu)(shu)店(dian)(dian)；2017年(nian)，新(xin)華(hua)系的(de)24小(xiao)(xiao)(xiao)時(shi)(shi)書(shu)(shu)店(dian)(dian)新(xin)增13家(jia)(jia)。

新(xin)(xin)華(hua)(hua)(hua)書(shu)(shu)(shu)店子品(pin)牌集(ji)群(qun)形(xing)(xing)成。安(an)徽(hui)新(xin)(xin)華(hua)(hua)(hua)打(da)造出(chu)以“閱生(sheng)活”“前(qian)言后記(ji)”“讀(du)書(shu)(shu)(shu)會(hui)”為代表(biao)的(de)文(wen)(wen)(wen)化(hua)商業品(pin)牌，廣東新(xin)(xin)華(hua)(hua)(hua)擁有“四閱”“書(shu)(shu)(shu)笙”“渡”“泊”“吾悅”等(deng)(deng)書(shu)(shu)(shu)店品(pin)牌，四川新(xin)(xin)華(hua)(hua)(hua)面對不同消費群(qun)體形(xing)(xing)成“新(xin)(xin)華(hua)(hua)(hua)文(wen)(wen)(wen)軒(xuan)”“軒(xuan)客會(hui)”“文(wen)(wen)(wen)軒(xuan)兒童書(shu)(shu)(shu)店”“讀(du)讀(du)書(shu)(shu)(shu)吧”多(duo)特色經營格局，還有云(yun)(yun)南新(xin)(xin)華(hua)(hua)(hua)的(de)“云(yun)(yun)上鄉愁書(shu)(shu)(shu)院”、河南新(xin)(xin)華(hua)(hua)(hua)的(de)“尚書(shu)(shu)(shu)房”等(deng)(deng)。這(zhe)些新(xin)(xin)興書(shu)(shu)(shu)店很多(duo)采用連鎖形(xing)(xing)式，它們在為廣大讀(du)者提供圖書(shu)(shu)(shu)和(he)音像(xiang)制品(pin)的(de)同時，通過引(yin)入教育培訓(xun)、手(shou)工體驗、特色文(wen)(wen)(wen)創、多(duo)元(yuan)文(wen)(wen)(wen)化(hua)產(chan)品(pin)、餐飲服務等(deng)(deng)手(shou)段(duan)，提升客戶黏(nian)性，發掘(jue)流(liu)量價值(zhi)，逐(zhu)步構建以文(wen)(wen)(wen)化(hua)消費為核(he)心(xin)、以文(wen)(wen)(wen)化(hua)體驗為品(pin)質的(de)新(xin)(xin)零售體系。

紅(hong)(hong)(hong)(hong)色(se)(se)與特(te)色(se)(se)書(shu)(shu)(shu)(shu)(shu)(shu)(shu)(shu)(shu)店(dian)(dian)(dian)(dian)(dian)成獨特(te)風(feng)景(jing)。“十三五”期間，新(xin)華(hua)(hua)書(shu)(shu)(shu)(shu)(shu)(shu)(shu)(shu)(shu)店(dian)(dian)(dian)(dian)(dian)系統建設了(le)(le)不(bu)少(shao)“小(xiao)而美”的特(te)色(se)(se)書(shu)(shu)(shu)(shu)(shu)(shu)(shu)(shu)(shu)店(dian)(dian)(dian)(dian)(dian)，大(da)大(da)改變了(le)(le)人(ren)們(men)對新(xin)華(hua)(hua)書(shu)(shu)(shu)(shu)(shu)(shu)(shu)(shu)(shu)店(dian)(dian)(dian)(dian)(dian)的刻板印象。以紅(hong)(hong)(hong)(hong)色(se)(se)書(shu)(shu)(shu)(shu)(shu)(shu)(shu)(shu)(shu)店(dian)(dian)(dian)(dian)(dian)為例，2015年至今建成的有(you)江(jiang)西(xi)新(xin)華(hua)(hua)的井岡(gang)山紅(hong)(hong)(hong)(hong)色(se)(se)書(shu)(shu)(shu)(shu)(shu)(shu)(shu)(shu)(shu)店(dian)(dian)(dian)(dian)(dian)，河北(bei)新(xin)華(hua)(hua)的涿州(zhou)紅(hong)(hong)(hong)(hong)色(se)(se)文(wen)化書(shu)(shu)(shu)(shu)(shu)(shu)(shu)(shu)(shu)店(dian)(dian)(dian)(dian)(dian)和(he)(he)涉縣(xian)紅(hong)(hong)(hong)(hong)色(se)(se)主題書(shu)(shu)(shu)(shu)(shu)(shu)(shu)(shu)(shu)店(dian)(dian)(dian)(dian)(dian)，湖北(bei)新(xin)華(hua)(hua)的紅(hong)(hong)(hong)(hong)安七(qi)里(li)坪(ping)紅(hong)(hong)(hong)(hong)色(se)(se)書(shu)(shu)(shu)(shu)(shu)(shu)(shu)(shu)(shu)店(dian)(dian)(dian)(dian)(dian)，陜西(xi)新(xin)華(hua)(hua)的延(yan)安中國紅(hong)(hong)(hong)(hong)色(se)(se)書(shu)(shu)(shu)(shu)(shu)(shu)(shu)(shu)(shu)店(dian)(dian)(dian)(dian)(dian)等。不(bu)少(shao)特(te)色(se)(se)書(shu)(shu)(shu)(shu)(shu)(shu)(shu)(shu)(shu)店(dian)(dian)(dian)(dian)(dian)有(you)“跨(kua)界”特(te)征。例如，江(jiang)蘇新(xin)華(hua)(hua)開辟了(le)(le)數十家(jia)“書(shu)(shu)(shu)(shu)(shu)(shu)(shu)(shu)(shu)香建行”，在(zai)常州(zhou)把(ba)書(shu)(shu)(shu)(shu)(shu)(shu)(shu)(shu)(shu)店(dian)(dian)(dian)(dian)(dian)開進汽車美容店(dian)(dian)(dian)(dian)(dian)和(he)(he)連鎖藥店(dian)(dian)(dian)(dian)(dian)，在(zai)鎮(zhen)江(jiang)創(chuang)新(xin)發展多(duo)家(jia)“紅(hong)(hong)(hong)(hong)領巾書(shu)(shu)(shu)(shu)(shu)(shu)(shu)(shu)(shu)店(dian)(dian)(dian)(dian)(dian)”。海南新(xin)華(hua)(hua)以“書(shu)(shu)(shu)(shu)(shu)(shu)(shu)(shu)(shu)店(dian)(dian)(dian)(dian)(dian)+旅游”“書(shu)(shu)(shu)(shu)(shu)(shu)(shu)(shu)(shu)店(dian)(dian)(dian)(dian)(dian)+酒店(dian)(dian)(dian)(dian)(dian)”“書(shu)(shu)(shu)(shu)(shu)(shu)(shu)(shu)(shu)店(dian)(dian)(dian)(dian)(dian)+醫(yi)院”“書(shu)(shu)(shu)(shu)(shu)(shu)(shu)(shu)(shu)店(dian)(dian)(dian)(dian)(dian)+地產”等模式(shi)建設特(te)色(se)(se)書(shu)(shu)(shu)(shu)(shu)(shu)(shu)(shu)(shu)店(dian)(dian)(dian)(dian)(dian)，湖北(bei)新(xin)華(hua)(hua)把(ba)書(shu)(shu)(shu)(shu)(shu)(shu)(shu)(shu)(shu)店(dian)(dian)(dian)(dian)(dian)開到景(jing)區(qu)和(he)(he)軍營，山西(xi)新(xin)華(hua)(hua)推進機關書(shu)(shu)(shu)(shu)(shu)(shu)(shu)(shu)(shu)屋、醫(yi)院書(shu)(shu)(shu)(shu)(shu)(shu)(shu)(shu)(shu)店(dian)(dian)(dian)(dian)(dian)建設，內蒙古新(xin)華(hua)(hua)援(yuan)建農牧(mu)區(qu)家(jia)庭書(shu)(shu)(shu)(shu)(shu)(shu)(shu)(shu)(shu)屋。

校園書(shu)(shu)店(dian)(dian)(dian)(dian)(dian)(dian)建(jian)設(she)獲政(zheng)(zheng)策(ce)強力(li)推動。在(zai)2019年教育部辦公廳(ting)發布的《關于進一(yi)步支(zhi)持高校校園實體書(shu)(shu)店(dian)(dian)(dian)(dian)(dian)(dian)發展的指(zhi)導意見》等利好(hao)政(zheng)(zheng)策(ce)的推動下，校園書(shu)(shu)店(dian)(dian)(dian)(dian)(dian)(dian)的建(jian)設(she)得到加(jia)強。在(zai)《意見》發布的當年，多(duo)家新(xin)華書(shu)(shu)店(dian)(dian)(dian)(dian)(dian)(dian)建(jian)設(she)的高校校園書(shu)(shu)店(dian)(dian)(dian)(dian)(dian)(dian)亮相，如(ru)新(xin)華書(shu)(shu)店(dian)(dian)(dian)(dian)(dian)(dian)總店(dian)(dian)(dian)(dian)(dian)(dian)與(yu)中(zhong)國傳(chuan)媒大學(xue)聯合營建(jian)的“中(zhong)傳(chuan)知行書(shu)(shu)店(dian)(dian)(dian)(dian)(dian)(dian)-新(xin)華爾雅(ya)書(shu)(shu)房(fang)”，武(wu)漢(han)新(xin)華投資(zi)興建(jian)的江(jiang)漢(han)大學(xue)清源書(shu)(shu)店(dian)(dian)(dian)(dian)(dian)(dian)，陜(shan)西(xi)新(xin)華在(zai)西(xi)安電子科技(ji)大學(xue)打(da)造的充(chong)滿年代感(gan)的“新(xin)華書(shu)(shu)店(dian)(dian)(dian)(dian)(dian)(dian)·西(xi)電1931”等。各地(di)也在(zai)加(jia)緊(jin)各類校園書(shu)(shu)店(dian)(dian)(dian)(dian)(dian)(dian)的建(jian)設(she)。例如(ru)，河南新(xin)華在(zai)多(duo)家高校建(jian)設(she)“時(shi)間(jian)的顏(yan)色”書(shu)(shu)店(dian)(dian)(dian)(dian)(dian)(dian)，江(jiang)西(xi)新(xin)華的“新(xin)華壹(yi)品”校園文化綜合服務平臺(tai)遍布數百家學(xue)校，湖北(bei)新(xin)華創(chuang)立了(le)“倍閱(yue)”校園書(shu)(shu)店(dian)(dian)(dian)(dian)(dian)(dian)品牌。

館(guan)(guan)(guan)店(dian)互通實現(xian)“借”“賣”一體(ti)化(hua)(hua)。國內較早開展(zhan)館(guan)(guan)(guan)店(dian)互通服務的(de)(de)是(shi)內蒙古。2015年，內蒙古圖(tu)(tu)書(shu)(shu)(shu)(shu)(shu)(shu)館(guan)(guan)(guan)和(he)當地(di)新華(hua)(hua)書(shu)(shu)(shu)(shu)(shu)(shu)店(dian)合作，通過開展(zhan)以“讀(du)者在新華(hua)(hua)書(shu)(shu)(shu)(shu)(shu)(shu)店(dian)選書(shu)(shu)(shu)(shu)(shu)(shu)、圖(tu)(tu)書(shu)(shu)(shu)(shu)(shu)(shu)館(guan)(guan)(guan)買(mai)單”為(wei)特征(zheng)的(de)(de)“彩云服務”，使得內蒙古圖(tu)(tu)書(shu)(shu)(shu)(shu)(shu)(shu)館(guan)(guan)(guan)當年新書(shu)(shu)(shu)(shu)(shu)(shu)流通率達(da)到100%。此舉經媒體(ti)報道后(hou)，全國各(ge)地(di)紛(fen)紛(fen)效仿。此后(hou)，各(ge)地(di)圖(tu)(tu)書(shu)(shu)(shu)(shu)(shu)(shu)館(guan)(guan)(guan)和(he)新華(hua)(hua)書(shu)(shu)(shu)(shu)(shu)(shu)店(dian)的(de)(de)合作逐步深化(hua)(hua)，館(guan)(guan)(guan)店(dian)一體(ti)的(de)(de)新型公共讀(du)書(shu)(shu)(shu)(shu)(shu)(shu)空間(jian)建(jian)設形成風(feng)潮，比(bi)如四川(chuan)省圖(tu)(tu)書(shu)(shu)(shu)(shu)(shu)(shu)館(guan)(guan)(guan)與新華(hua)(hua)文軒合作的(de)(de)“館(guan)(guan)(guan)中(zhong)店(dian)”——文軒讀(du)讀(du)書(shu)(shu)(shu)(shu)(shu)(shu)吧，成都圖(tu)(tu)書(shu)(shu)(shu)(shu)(shu)(shu)館(guan)(guan)(guan)與新華(hua)(hua)文軒合作的(de)(de)“店(dian)中(zhong)館(guan)(guan)(guan)”——城市(shi)(shi)閱(yue)(yue)讀(du)空間(jian)，安(an)徽(hui)(hui)新華(hua)(hua)與安(an)徽(hui)(hui)銅(tong)陵市(shi)(shi)圖(tu)(tu)書(shu)(shu)(shu)(shu)(shu)(shu)館(guan)(guan)(guan)、安(an)徽(hui)(hui)職業(ye)學(xue)院圖(tu)(tu)書(shu)(shu)(shu)(shu)(shu)(shu)館(guan)(guan)(guan)融為(wei)一體(ti)的(de)(de)“綜合閱(yue)(yue)讀(du)文化(hua)(hua)空間(jian)”等。館(guan)(guan)(guan)店(dian)互通打破(po)了(le)讀(du)者、書(shu)(shu)(shu)(shu)(shu)(shu)店(dian)、圖(tu)(tu)書(shu)(shu)(shu)(shu)(shu)(shu)館(guan)(guan)(guan)之間(jian)的(de)(de)壁壘，實現(xian)了(le)統籌整合、多方共贏，有力推動了(le)全民閱(yue)(yue)讀(du)。