Taking Hainan Medical College library as an example, the paper analyzes the current services provided by and existing problems of the digital literature resources of medical college and university libraries, elaborates on characteristics of user reading behavior in the new media environment, application strategy and effect of new media technology in the building and promotion of digital literature resources, makes prospect of future development trend, and points out that the strategy is conducive to the enhancement of utilization efficiency of digital literature resources and the improvement of user reading experiences.