数字浪潮下西湖景观感知偏差剖析及电商营销策略优化

Perception Bias Analysis and Optimization of E-Commerce Marketing Strategy of West Lake Landscape under the Digital Wave

摘要: 在数字技术与电子商务深度融合的当下，西湖作为世界文化遗产与城市公共空间的典型代表，其景观认知受到数字媒介的显著影响。本研究从现象学批判与建筑学实践的双重视角出发，构建了“身体在场–数字中介–电商驱动”的分析框架，探讨数字媒介如何通过视觉和叙事手段重构西湖景观，以及这种重构对游客实地游览感知的影响。同时，深入剖析电商营销在其中的作用，并提出针对性的优化策略，旨在推动游客从“观看西湖”向“栖居西湖”转变，为文化遗产的可持续传播与电商业态的创新融合提供理论与实践参考。

Abstract: In the context of the deep integration of digital technology and e-commerce, West Lake, as a typical representative of World Cultural Heritage and urban public space, has its landscape perception significantly influenced by digital media. Starting from the dual perspectives of phenomenological critique and architectural practice, this study constructs an analytical framework of “bodily presence-digital mediation-e-commerce drive” to explore how digital media reconstructs the landscape of West Lake through visual and narrative means, and the impact of this reconstruction on tourists’ on-site perception. Meanwhile, it delves into the role of e-commerce marketing in this process and proposes targeted optimization strategies. The aim is to promote a shift from “viewing West Lake” to “dwelling in West Lake” among tourists, and to provide theoretical and practical references for the sustainable dissemination of cultural heritage and the innovative integration of e-commerce.