Research on the External Communication Strategy of the “Penglai Name Card” from the Perspective of New Cultural Productivity

The historical and cultural value of the Penglai Park in Xincheng Town, Jiaxing, encompasses multiple cultural connotations, including religious, revolutionary, literary, and geographical aspects. Therefore, the external communication of Penglai culture needs to consider four core elements: Jin Yong culture, canal culture, Red Boat culture, and intangible cultural heritage. Focusing on these four aspects, from the perspective of new cultural productivity, this study proposes to utilize emerging technological means such as AR/VR technology and 3D modeling, combined with modern communication methods like intelligent guide systems and digital archives, to comprehensively enhance the influence of Penglai culture. In the process of promoting the innovative development and dissemination of traditional culture, it is essential to both adhere to cultural authenticity and keep pace with the times, allowing Penglai’s “two cultures” to radiate new vitality and vigor in the new era.