非遗文化及其符号当代转移与文创转化的先导研究——以良渚文化村为例

A Preliminary Study on the Contemporary Transformation of Intangible Cultural Heritage Symbols and Their Application in Cultural and Creative Product Design—A Case Study of Liangzhu Cultural Village

摘要: 良渚文化是中国早期复杂社会研究中的重要对象，其古城遗址、水利系统、等级墓葬与玉器礼制共同呈现出新石器时代晚期高度复杂的社会结构。神人兽面纹、玉琮、玉鸟、三叉形器、鱼鳍形足鼎、竹节形陶豆等文化符号，不仅具有鲜明的视觉识别度，也承载着良渚社会关于观念体系、礼制秩序、社会层级与日常生活的综合表达。本文以良渚文化符号的当代转译与文创商业化为研究对象，结合良渚博物院与良渚文化村玉鸟集两个场域的实地考察，并引入符号学与场域理论视角，从符号资源、空间功能、产品类型、消费需求和运营机制等方面展开分析。研究认为，当前良渚文创已具备较好的文化基础和市场转化条件，但仍存在符号使用浅层化、产品类型同质化、日常功能不足以及博物院与商业街区联动不充分等问题。良渚博物院侧重专业阐释、文物依据与教育传播，玉鸟集则侧重青年消费、生活方式与场景体验，二者应形成“文化解释–设计转译–产品落地–消费反馈”的协同机制。在此基础上，本文提出“文化语义识别–形式结构提取–材质色彩转化–产品功能嵌入–场景传播反馈”的设计转译路径，并结合问卷调研结果，进一步指出良渚文创应强化简约化、实用化、轻量化和高辨识度的产品开发方向。研究旨在为良渚文化符号的当代活化提供系统化设计思路，也为遗址类文化遗产的文创开发、商业转化及风险规避提供参考。

Abstract: Liangzhu culture is an important case for studying early complex societies in China. Its ancient city ruins, hydraulic system, hierarchical burials, and jade-based ritual system together reveal a highly complex social structure in the late Neolithic period. Cultural symbols such as the human-animal mask motif, jade cong, jade bird, trident-shaped jade object, tripod with fin-shaped legs, and bam-boo-joint-shaped pottery dou are not only visually distinctive but also embody Liangzhu society’s ritual ideas, social order, social hierarchy, and everyday life. Taking the contemporary translation of Liangzhu cultural symbols and the commercialization of cultural and creative products as its research focus, this paper conducts a field-based analysis of two key sites: Liangzhu Museum and Yunniaoji in Liangzhu Culture Village, while incorporating semiotic and field-theoretical perspectives. It examines symbolic resources, spatial functions, product categories, consumer demand, and operational mechanisms. The study argues that although Liangzhu cultural and creative products already possess a strong cultural foundation and market potential, several problems remain, including superficial use of symbols, product homogenization, insufficient everyday functionality, and weak coordination between the museum and the commercial district. Liangzhu Mu-seum primarily undertakes professional interpretation, material evidence-based communication, and public education, while Yunniaoji focuses on youth consumption, lifestyle construction, and scenario-based experience. The two fields should therefore establish a collaborative mechanism that links cultural interpretation, design translation, product implementation, and consumer feedback. Based on this analysis, the paper proposes a design translation path consisting of cultural semantic identification, formal structure extraction, material and color transformation, product function integration, and scenario-based communication feedback. Drawing on questionnaire data, it further suggests that Liangzhu cultural and creative products should emphasize simplicity, practicality, lightweight design, and strong symbolic recognition. This study aims to provide a systematic design framework for the contemporary activation of Liangzhu cultural symbols and to offer a reference for the cultural and commercial transformation of archaeological heritage, with attention to risk prevention in the commercialization process.