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.

Politics and culture are always culture serving politics. Any cultural product divorced from politics has no possibility of vitality and survival. The overall context of cultural industry in any country is closely related to national policies. At the same time, cultural industry can also bring political and cultural benefits. In the development process of cultural industry, The Chinese nation needs to maintain the inheritance of its own national culture at all times, and at the same time obtain inspiration from the cultural penetration of other countries. From the perspective of film and television development in China and South Korea, this paper will discuss how film and television cultural industry projects in China and South Korea gradually develop under the long-term influence of economy and politics, and gradually enter the industrialization development of diversification to economic democratization.

Politics and culture are always culture serving politics. Any cultural product divorced from politics has no possibility of vitality and survival. The overall context of cultural industry in any country is closely related to national policies. At the same time, cultural industry can also bring political and cultural benefits. In the development process of cultural industry, The Chinese nation needs to maintain the inheritance of its own national culture at all times, and at the same time obtain inspiration from the cultural penetration of other countries. From the perspective of film and television development in China and South Korea, this paper will discuss how film and television cultural industry projects in China and South Korea gradually develop under the long-term influence of economy and politics, and gradually enter the industrialization development of diversification to economic democratization.

South Korea is one of the strongest countries in the TV drama industry, and its TV dramas are an important way for the spread of national culture to the outside world. Through years of development, a high-quality TV drama industry chain has been formed. Compared with South Korea, Chinese TV drama industry has a certain degree of immaturity in terms of production mode and external communication. The author provides a reference for the future development of Chinese TV drama industry through a comparative analysis of the production and broadcasting modes of TV dramas in China and South Korea .

In recent years, China's animation market has been gradually prospered with the screening of many high-quality animation works. At the same time, a large number of high-quality national animation IP has also been born. From "Nezha" to "Legend of Deification" Chinese animation has triumphed both in box office and public praise. Sadly, compared with these achievements, the whole animation derivative industry looks depressed. In this paper, the current developing status of domestic and foreign animation derivatives industry is compared and analyzed, and the foreign successful experience of the development of animation derivatives industry and the problems existing in the operation mode of derivatives in China are summarized. Finally, put forward suggestions for the next development of China's animation derivatives industry.

In recent years, Chinese animation has been rising, and many well-made animation films have emerged. However, most of its companies fail to design based on user experience, resulting in poor sales and slow development of the animation derivatives industry. This paper mainly starts from the design methods of user experience, discusses the development status of animation derivatives based on user experience, explores the problems existing in China's current animation derivative industry, and finally studies the design strategy of animation derivatives experience through market analysis.

The cross-boundary integration of media art and digital technology makes the innovative space of product design continuously expanded. The development of computer and Internet technology promotes the development of digital media art. Digital media art mainly relies on computer and network platform for creation, breaking the limitation of time and space. At the same time, the application of new materials and new technologies has brought about great changes in creation, which has also put forward new requirements for modern product design. Digital media art is spreading a more humanized design concept, changing the lifestyle of all classes and blurring the boundaries of traditional design. Digital media art can be said to have changed people's cognition of design. No matter from design scheme conception to software rendering, or to the final virtual dynamic display, it has proved that digital media art has penetrated into every link of product design. Design has shifted from a single static dimension to a multi-dimensional interactive dimension, and product design has been reborn due to the development of new media art, thus promoting social innovation and social change. This paper expounds the related concepts of digital media art and product design, analyzes the innovative application of digital media art in product design in detail, and looks forward to the development prospect of product design in the future.

As an important carrier of cultural output, film and television can clearly show a country's ideology and regional characteristics. Over the years, south Korean films have been playing an increasingly important role in the world film and television due to their unique cultural background and ideological connotation.Inspired by culture and relying on film as a form of cultural communication, it has exerted a significant influence in the world. Based on the Confucian culture in the application of the south Korean film and television, the research systematically analyzes the theme and core values of Korean film works, and interprets the successful experience of Korean film works under the influence of Confucian culture. The author summarizes the problems in the expression of the core values of society in Chinese films and comes up with straegies to promote the development and dissemination of the film and television industry and the core values of society.

In 1929, an American businessman wanted to put Mickey's image on a child's sketch pad, and since then, many animation companies have extended their work to commercial areas, promoting the advancement of their own industries. Since 1955, Disney has instilled its animated scenes, characters, and magic into the amusement parks in the United States, Japan, France, China's Shanghai and Hong Kong to build large-scale paradises. These parks contain several cartoon merchandise stores, in addition to catering and hotel services. Revenue from Disneyland theme parks currently comprise of 70% of Disney group's profits. Disney relies upon the influence of its own products and the development strategy of creative diversified merchandise. Disney is among the forefront of world-class entertainment media enterprises, and has become one of the hallmarks of the globalization of American culture.

The public and the corporate itself are increasingly paying attention to the ethical problems because of the notorious conducts in corporate management, such as bribery, financial report fraud, dishonesty and trade secrets theft. The non ethical behavior doing harm to social conducts and hurting the relations between the corporate and the stakeholders has direct influences on the corporate image and long-term corporate profitability. Thus under the pressure of the public and self-sustaining development, the corporate ethic is brought into sharp focus. The corporate ethical capability refers to the overall ethical level shown by the corporate in the activities of management and marketing. The capability covers not only all the resources and mechanism but also the unique behavior both in the internal environment and external environment. In a sense, the corporate ethical capability is the highest level of the core competence. Therefore, to make rational criteria for the corporate ethical evaluation system and to build fair evaluation system are put forward as an important part. This article will probe into rational alternatives for the corporate ethical evaluation system under Chinese current situation in the perspective of the internal and external environment.