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.