Due to the changes of publishing and sales markets，the reformation of publishing textbooks and teaching materials，the continuing development of communication and media，and the diversified development of the information channel，the market shares of Xinhua bookstore has been squeezed，which is an unprecedented challenge to the Xinhua bookstore operators. Based on the analysis of the market competitiveness of Xinhua Bookstore，the condition of book market in Liangshan prefecture and the development of communication and media， this paper puts forward some opinions and business strategies to the management of Xinhua bookstore in Liangshan prefecture.