Research On The IP Development Of China’s Traditional Culture Under Digital Technology

China’s excellent traditional culture is the treasure of human civilization,the soul of the Chinese nation,and an important foundation and component of building socialist culture with Chinese characteristics in the new era.With the continuous development of digital technology and cultural IP,Internet digital cultural products that are deeply integrated with traditional culture emerge in an endless stream.The development of traditional cultural IP has become a hot spot and highlight of China’s cultural development,and has become an important way for the creative transformation and innovative development of traditional culture in the new era.Therefore,a systematic and in-depth study of this cultural phenomenon can not only promote the prosperity and development of traditional culture in the contemporary era,but also enhance cultural self-confidence and international influence.This paper introduces in detail the background of the new generation of digital technologies such as Internet Web3.0,artificial intelligence,blockchain,big data,extended reality,digital twin and so on,which enables the IP development of traditional culture.Starting from the basic situation of the current development of traditional culture IP and the specific IP practice,this paper explores the specific path of the IP development of traditional culture.It is found that the starting point of the IP path of traditional culture is to excavate,absorb and innovate traditional cultural themes,extract traditional ideas with contemporary value,absorb various traditional cultural elements,integrate modern cultural concepts,aesthetic concepts and contemporary digital cultural expressions,and build high-quality cultural IP with cultural value,market value and copyright value with the help of digital technology and national policy support.Then promote the effective conversion of high-quality cultural IP between different cultural products in different cultural industries;through commercial realization,marketing and communication,we will further build and expand the whole industry chain of traditional cultural IP and promote the transformation and upgrading of cultural industry.To realize the creative transformation and innovative development of excellent traditional culture,so as to enhance the cultural identity and cultural self-confidence of the Chinese people,and enhance China’s cultural soft power and international influence.