从语言景观看文化商业新模型的构建与传播——以良渚玉鸟集为例

The Construction and Dissemination of a New Model of Cultural Business from the Perspective of Language Landscape—Such as Liangzhu Birland

摘要: 本文以良渚玉鸟集为研究对象，运用语言景观理论，从实体、功能与文化三个维度出发，分析其在文化商业空间中的表达方式及传播潜力。研究发现，玉鸟集通过语言景观的精心构建，实现了传统文化与现代商业的深度融合，形成一种“非标”文化商业新模态。其语言景观不仅满足居民日常所需的功能性标识，还通过文化意象强化游客的审美体验与文化认同感。在商业运营层面，语言景观助力情境营造与品牌表达，增强了消费沉浸感与场所辨识度。同时，研究指出玉鸟集在国际传播中仍面临小语种缺失、文化符号“他者可读性”弱等问题，未来可从多语种优化与数字化传播路径入手，推动以玉鸟集为代表的良渚文化商业模式的全球传播。本文尝试将语言景观理论与文化商业模型相结合，为城市文化更新与地方IP传播提供新的研究视角与实践路径。

Abstract: This paper takes the Liangzhu Birland as the research object, applies the theory of language landscape, and starts from the three dimensions of entity, function and culture to analyze its expression methods and dissemination potential in the cultural commercial space. Research findings show that through the meticulous construction of language landscapes, Liangzhu Birland has achieved a deep integration of traditional culture and modern business, forming a new model of “non-standard” cultural business. Its language landscape not only meets the functional signs needed by residents in their daily lives, but also enhances tourists’ aesthetic experience and cultural identity through cultural images. At the business operation level, language landscapes facilitate the creation of scenarios and brand expression, enhancing the consumer immersion and place recognition. Meanwhile, the research indicates that the Birland still faces problems such as the absence of minority languages and weak “other readability” of cultural symbols in international dissemination. In the future, efforts can be made to promote the global dissemination of the business model of Liangzhu culture represented by the Liangzhu Birland, starting from multi-language optimization and digital dissemination paths. This paper attempts to combine the language landscape theory with the cultural business model, providing a new research perspective and practical path for urban cultural renewal and local IP dissemination.