Abstract: In the context of the whole people's reading, reading promotion is transforming from derivative services and extended services to a regular service, and it is gradually becoming one of the missions of university libraries. Promoting the transformation of reading promotion into mission oriented type, that is an urgent need for university libraries in the new era to meet the demands of teachers and students, disseminate the mainstream value, create a fragrant campus, and realize the transformation of quality. The main connotation of the mission oriented reading promotion is embodied in the strategy of the target, the initiative of the main body, the orientation of the content, the innovation of the process and the demonstration of the effectiveness. Therefore, university libraries should strive to achieve the ideal form of reading promotion through these measures, including firming the belief, making fine plans, innovating the ways, nurturing librarians, and optimizing ecology.

Key words: reading promotion in library；university library；mission oriented type