The private entity bookstore, which had a rapid rise in the eighties of last century has established a new type of knowledge and cultural communication mechanism. With the change of the consumption mode brought by the information technology revolution and the transformation of the reading culture under the rationality of the instrument, some private entity bookstoresfacing the crisis of collapse, but these bookstores still generate a lot of value in their operations, such as in maintaining the reading media ecology, rebuilding the paper reading culture creating public reading environment. The transformation of the private entity bookstore should be based on public characteristicsand play the main role in the construction of public cultural communication space.