The development of the Internet and digital technology has given rise to a new form of cultural industry - digital literacy, and the trend of all-media convergence has also promoted the production and marketing of IP, and the space for the development of digital literacy under the IP strategy and the market demand are constantly expanding. Due to the problems of insufficient exploitation and utilisation, low technology level, content homogenisation and serious piracy of China's IPs, the feasible paths of building a digital cultural and creative industry chain, all-media marketing, establishing a digital copyright protection system, guiding the orderly competition of IPs, and carrying out international cooperation have been put forward with the combination of theories and practices, to improve the efficiency of IP production, content quality and digitalisation, stimulate the innovation of content and science and technology, protect digital copyrights, and provide a better service for China's high-quality digital copyright production and marketing. Protection of digital copyright, and provide a reference for the creation of high-quality digital cultural and creative IP in China.

Ⅰ. Introduction
II. Overview of Cultural IP and Economic Model Development
    1. Cultural IP Concept and Characteristics
    2. Cultural IP Industry Chain Hierarchy
III. Current Situation of Digital Design of Cultural and Creative Products
    1. Overview and Characteristics of Digital Creative Products
    2. The Digital Form of IP Cultural and Creative Products
    3. The Current Situation of Digital Cultural and Creative Products Under the IPEconomic Model
    4. The Importance of Digital Conversion of Cultural and Creative Products
Ⅳ. Basic principles of rural tourism brand design in Dangkou Ancient Town
    1. Building a Digital Cultural and Creative Industry Chain
    2. All-media Campaign to Energise IP
    3. Establishment of a Digital Copyright Protection System
Ⅴ. IP Development and Digital Design Strategies for Cultural and Creative Products
    1. IP Development Strategy for Digital Creative Products
    2. Digital Design Strategies for Cultural and Creative Products
Ⅵ. The Conclusion
References
ABSTRACT

• Song Xiaoli(Associate professor, Master Supervisor, School of Design, Jiangnan University)
• Liu Xiaoyu(Graduate Student, School of Design, Jiangnan University) Corresponding Author