Research On IP-Based Approach Of National Cultural Products In China

National culture is the soul of a country.The development level of national culture is related to the development level of the country's cultural soft power.Therefore,it is necessary for a country to inherit and promote its national culture.In the context of globalization,cultures of various countries begin to exchange and permeate with each other.The dissemination and inheritance of national cultures is not only to let other countries know China,but also to make Chinese people attach importance to the inheritance of excellent national cultures and realize the great rejuvenation of the Chinese nation.With the continuous development of socialist market economy in China,the dissemination and promotion of national culture needs to be market-oriented and public-oriented through the specific form of national cultural products.In recent years,with the development and application of new media technology,cultural products IP upsurge has appeared in the cultural market,which makes the spread of cultural products expand rapidly and the value doubles.Therefore,this paper hopes to explore the specific methods of IPization of national culture by means of the cultural product management mode of IPization,so as to promote the development of national cultural industry,and then provide help for the inheritance and development of national culture.This paper explores the IP-based method of national cultural products from the perspective of IP-based theory and practice.The introduction part introduces the research background and significance of this paper,summarizes the research status at home and abroad,and briefly introduces the research methods and ideas of this paper.The first chapter defines the main concepts of national cultural products and IP(intellectual property rights),analyses the positive significance of developing national cultural products and IP-based national cultural products for inheriting and developing national culture,and illustrates the importance of this research.Chapter 2 analyses the product value of national culture under the background of IP,points out the points needing attention by analyzing the essence of national culture IP products and the differences and connections between IP products of national culture and other cultural IP products.The third chapter mainly analyses the current situation of the development of IP products of national culture in the market,discusses the performance of IP products of national culture on-line and off-line,finds out the shortcomings of IP products of national culture in China,and paves the way for the research.The fourth Chapter mainly takes the current situation of IP-based development of our national cultural products as an example,analyses its existing problems,explores the general road of IP-based development of national cultural products,and puts forward countermeasures and suggestions for IP-based development of our national cultural products,so as to promote the IP-based development of our national cultural products and contribute to the healthy development of our national cultural industry.