“Cultural and Creative IP” Empowerment Model for Red Culture under the New Media Environment

Boasting exemplary national qualities and high educational value, Red Culture is a unique spiritual wealth that make the Chinese nation stand out from rest nations. Under new media environment, however, collision between disparate characteristics of has given rise to predicament plaguing communication Culture. With advent 100th anniversary founding Communist Party China, both tangible intangible cultural heritage resources are being valued, tapped cultivated across country. creative industry in ascendant, concept intellectual property (“IP”) seeped into all aspects our everyday lives. Against backdrop, this study attempts explore novel ways link up scattered combine education with tourism through “4+5+2” IP empowerment model, pass on spread add value strength influential IPs.