Abstract: ［Purpose/Significance］This paper explores the basic theoretical problems of digital reading promotion in order to provide reference for practice. ［Design/Methodology］Definition of digital reading promotion has been proposed with genus plus specific difference method from the perspectives of marketing, communication, and education. Operational mechanism and pattern have been elaborated according to the information flow theory. Moreover, mechanism and mode of management have been explained, with the use of management elements and function theory.［Findings/Conclusion］Digital reading promotion, which is a kind of marketing, dissemination and education, intends to improve the relationship of reading service providers and users, as well as the utilization of digital reading service. Digital reading promotion is the requirement of users and service providers, as well as the development of reading campaign among all the people. The components of digital reading promotion consist of promoting subject, promoting object, targeted user, promoted information, promoting channel, promoting method, promoting evaluation and so on.Basic operational modes include activities, publications, people-to-people communication, advertisements, curriculums, navigations and recommending systems. With the development of digital reading promotion, various promoting subjects should be absorbed into a unified management.［Originality/Value］A theoretical exploration has been conducted for the conception, operation and management of digital reading promotion in a systematic way.

Key words: Digital reading, Digital reading promotion, Reading promotion, Operational mechanism, Operational pattern, Management mechanism, Management pattern