Research on the Current Situation and Optimization Strategies of the Linguistic Landscape of Shaoxing Yellow Wine Culture from the Perspective of Intangible Cultural Heritage

As a ubiquitous linguistic symbol in modern society, linguistic landscape has become an emerging and popular research topic in the field of sociolinguistics. Against the background of the dissemination and inheritance of intangible cultural heritage (ICH), this project takes Shaoxing wine culture as a sample to examine the current state of the linguistic landscape throughout the entire production-dissemination-consumption chain both online and offline. It deeply explores the characteristics of the linguistic landscape, aims to optimize the local linguistic landscape, innovate multimodal linguistic landscapes, promote the construction of the local linguistic landscape, enhance the effectiveness of the local linguistic landscape in spreading Shaoxing yellow wine culture, support brand upgrading, and drive local economic devel-opment.