Color punching on bookshelves refers to an activity of recording and sharing library books by using social networks or online platforms. Participants can take photos with their mobile phones, record their books and shelves and upload them to the online platform. This kind of activity can not only show their books, but also exchange reading experience and suggestions and share the pleasure of reading with each other. It embodies the advocating atmosphere that modern people love reading and pay attention to knowledge sharing and communication.

Bookcase punching activities have many advantages. First of all, it can help to establish interpersonal network resources, broaden interpersonal communication channels and strengthen the influence of social networks. Secondly, it can not only meet readers' requirements for the natural environment, but more importantly, it can encourage readers to keep reading and improve their knowledge reserve and reading level. Finally, the activity of punching cards in bookshelves can also promote the promotion of reading culture and help more people develop reading habits and love reading mentality.

Since 20 10, in the marketing communication in China, the activity of punching in bookshelves has gradually become popular. With the popularity of the public, it is more and more recognized and sought after by the public, and has formed a series of diversion and derivative services. At the same time, some amateurs and professionals have established individual or group book review websites on the Internet to improve book sales and reading rate through composition and optimization. These measures not only enrich the content of reading culture, but also promote the development of reading culture industry.