The weighted score of key external factors (KEF) is 1, the policy environment in the province is good 0. 15 4 0.60 2, the provincial government provides financing facilities to the private sector 0. 15 4 0.60 3, and the market environment is gradually improving 0.05 2 0. 10 4. The number of private bookstores is increasing by 0. 10 4 0.40 5. Xinhua Bookstore has a large scale. 0.0530 1 56, 0.052010, threat1,different consumption levels in different regions 0. 15 3 0.45 2, imperfect book management system 0.1030. The promotion effect of policy guidance and pull is not obvious 0.05 2 0. 10 4. The enterprise scale is 0.05 2 0. 10, and the total score of EFE matrix is 3. 10, which is higher than the average level of 2.5. It shows that the present situation of private book industry in Jilin Province can cope with external opportunities and threats, and can make use of favorable opportunities and avoid unfavorable threats through appropriate means.