符号学视角下杭州定胜糕的文化及商业价值分析

Analysis of the Cultural and Commercial Value of Hangzhou Dingsheng Cake from a Symbolic Perspective

摘要: 杭州定胜糕产生于两宋时期，是中式糕点的代表，其外形设计、由来典故、演变历程和制作宗旨都能反映出宋朝的社会风貌与宋人的生活方式。本文基于符号学的理论视角，结合杭州开展的“宋韵文化传世工程”，分析定胜糕符号背后的宋韵文化内涵，试探索一条文化传播与城市品牌建设的融合发展路径，让杭州定胜糕成为可以带动地方旅游业焕发新活力的新切口，在传播宋韵文化的同时，充分发挥发扬杭州的旅游产业优势，丰富宋韵文化相关的文旅产业，以游传文，以文促旅，进一步提升杭州的城市吸引力与影响力，打造宋韵之城新名片。

Abstract: Hangzhou Dingsheng cake produced during the Song Dynasty and is a representative of Chinese pastries. Its exterior design, origin, evolution, and production philosophy all reflect the social style and lifestyle of the Song Dynasty. Based on the theoretical perspective of semiotics, combined with the “Song Yun Culture Inheritance Project”, to analyze the connotation of Song Yun culture behind Dingsheng cake. It attempts to explore a path of making Dingsheng cake a new entry point that can drive the revitalization of local tourism industry. While promoting Song Yun culture, it fully leverages the advantages of Hangzhou’s tourism industry, enriches the cultural and tourism industry related to Song Yun culture, spreads culture through tourism, promotes tourism through culture, further enhances Hangzhou’s urban attractiveness and influence, and creates a new business card for the Song Yun City.