Abstract:

The concept in the usual sense refers to insights, ideals and beliefs based on the rational cognition. As a new type of cultural service, reading promotion should uphold some modern concepts in advancing with the times. From the perspective of national strategy, reading promotion must follow the nation concept. From the perspective of human reading subjectivity, reading promotion must follow the service concept. From the logic of promoting behavior of “provoking voluntary change”, reading promotion must uphold the concept of freedom, rights and innovation.

Key words: nation concept, service concept, freedom concept, rights concept, innovation concept