符号学视阈下台州食饼筒的文化价值及营销策略分析

Analysis of the Cultural Value and Marketing Strategies of Taizhou Shibingtong from a Semiotic Perspective

摘要: 食饼筒是浙江台州特有的地方传统小吃，集中体现和合文化的精神内涵，并入选浙江省第六批省级非物质文化遗产代表性项目名录。本文基于符号学理论，结合台州和合文化，从食饼筒的制作技艺、形态特征、由来典故与历史叙事中，解析符号意义，提炼和合文化内涵，探究台州食饼筒作为非遗饮食符号的文化价值、商业价值与营销策略，通过深化品牌叙事、融合文旅体验、线上线下融合发展并关注场景营销，形成“符号解码–文化赋能–流量变现”发展路径范式，为传统美食的现代转型与区域文旅融合提供理论与实践路径，助力台州打造“世界美食之都”的城市名片。

Abstract: Shibingtong, a unique local traditional snack from Taizhou, Zhejiang, embodies the spiritual essence of Hehe culture and has been listed in the sixth batch of provincial intangible cultural heritage representative projects in Zhejiang. Based on semiotics theory and integrated with Taizhou’s Hehe culture, this paper analyzes the symbolic significance of Shibingtong through its craftsmanship, morphological characteristics, historical origins, and narratives. It extracts the cultural connotations of Hehe culture and explores the cultural value, commercial potential, and marketing strategies of Shibingtong as a culinary heritage symbol. By deepening brand storytelling, integrating cultural tourism experiences, fostering online-offline synergies, and emphasizing contextual marketing, the study proposes a development paradigm of “symbol decoding-cultural empowerment-traffic monetization”. This framework aims to provide theoretical and practical pathways for the modern transformation of traditional cuisine and regional cultural-tourism integration, supporting Taizhou’s ambition to establish itself as a “World Capital of Gastronomy”.