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.

The art field of contemporary society is developing rapidly, and digital media is developing at a high speed. The installation art, which is rooted in contemporary art, has gradually become an important art form of new media art with its unique conceptual, experimental, on-site and interactive nature. In the late 20th century, the media scene has become more diversified with the development of science and technology, and the creation form and content of installation art have been more fully developed, and once became the patent of avant-garde fashion designers. On this basis, with the help of outdoor art behavior, the article makes an in-depth exploration and research on the integration and development of digital media technology and installation art.