打卡文化中加油站导视系统的符号生产与传播价值变现

Symbol Production and Communication Value Realization of Gas Station Guidance System in Check-In Culture

摘要: 随着社交平台普及，打卡文化重构了线下商业空间的价值形态，传统导视设施不再只承担指引功能，逐步演变为品牌引流的重要载体。本文以加油站导视系统为研究样本，依托传媒经济学理论，探究其符号生产逻辑与传播价值变现路径。以厦门壳牌网红加油站为典型案例，研究发现，品牌通过视觉风格重塑、文案语义创新、拍摄场景优化等设计手段，将普通导视标识转化为具备传播潜力的文化符号。这类特色符号借助环境反差唤醒大众注意力，再结合用户自我表达、社交互动与日常仪式化等心理诉求，推动打卡内容在社交平台裂变传播，形成线下体验、线上分享、客流回流的完整闭环。文章剖析了导视设施从功能性工具转向流量接口的内在机理，也为当下实体空间借助打卡文化实现营销升级、探索空间媒介化发展提供了新的思考方向。

Abstract: With the popularization of social media, check-in culture has reshaped the value structure of offline commercial spaces. Traditional wayfinding facilities are no longer merely functional for navigation, but have gradually evolved into vital carriers for brand customer acquisition. Taking gas station wayfinding systems as the research object and drawing on media economics theories, this paper explores their logic of symbol production and approaches to realize communication value. Taking the internet-famous Shell gas station in Xiamen as a typical case, the study finds that brands convert ordinary signage into culturally communicable symbols via visual restyling, textual semantic innovation and shooting scene optimization. Leveraging environmental contrast, these distinctive symbols capture public attention. Catering to users’ psychological demands for self-expression, social interaction and daily ritualization, they drive viral dissemination of check-in posts on social platforms, forming a closed loop: offline experience, online sharing and passenger flow reversion. This paper analyzes the internal mechanism through which wayfinding infrastructure shifts from functional tools to traffic entrances. It also offers new insights for physical spaces to upgrade marketing strategies and pursue spatial mediatization amid the prevailing check-in culture.