崂山农家宴品牌化发展的符号学研究-汉语言文字学专业论文.docxVIP

万方数据 万方数据 其后台实体化的基础上才能保证其品牌的持久性。实体化包括两个层面：第一是 前台化展示过程的真实性，第二是实际消费中的真实性。虽然是分离的两个过程， 但其统一在实体化中，实体消费中不仅消费了实体产品，也消费了信誉与独一无 二的文化。农家宴是一种物语消费而非词语消费，在菜单式的词语消费中，语言 文字符号遮蔽了实物属性。这时需要能指与所指同时到场，不仅有文字符号解释， 同时也有实物展示，将物的表层和深层属性展现在消费者面前。不仅如此，经营 者需要摒弃独白式经营模式，将话语权移交到消费者手中，建立起双向对话式的 交流方式。 关键词：品牌化；前台化；实体化 5 The Semiotic Study of Farm Feast’s Branding Development In Lao Shan Abstract The development of modern tourism economy and urbanization leads to some changes of diet consumption patterns. Farm Feast stands for green, health and nature. It attracts large quantities of urban consumers. But most of farm feasts in Lao Shan are family-style business mode. This type of farm feasts have some shortcomings such as small size, low reputation, disordered management, single and repetitive contents and unobvious characteristic. Nevertheless, the consumers prefer brand in modern society. Brand represents not only high quality but also fashion and taste. Therefore, the branding development of farm feast in Lao Shan is imperative. The economic study of branding is in depth. Semiotics researchers keep trying to study social activities using semiology. They hope that semiotics can provide economy with help. Hence, this paper think that semiology methods can open up a new way for branding development of farm feast in Lao Shan. The establishment of farm feast’s brand in Lao Shan includes the exploitation of foreground and the truth of background. The early stages of brand is the forming process of foregrounding. The process is from natural objects to the first level of symbol and from the first level of symbol to the second level of symbol. Foregrounding includes signifying of farm feast entity and network. Firstly, natural objects need to be transformed into symbol. Designatum can be showed by signifiant using language, character or image. And signifiant can express some significance. Objective reality is associated with symbol by named. Naming here is not the creation of language and character. Accord