近年来，随着创意经济的发展，品牌IP化（Intellectual Property）在北京故宫等文化遗产旅游目的地营销中得到了高效运用。这对探究品牌IP化营销的框架和策略具有重要的实践意义。本文以北京故宫为研究对象，通过案例分析得到如下结论：文化遗产旅游目的地在品牌形象定位的基础上，通过IP内容开发和IP运营实现品牌成长；品牌形象定位包括主观定位和客观定位；IP内容开发包括深耕内容、创新驱动、缩短感知距离；IP运营包括IP赋能和IP延伸。北京故宫通过品牌IP化开发，有效挖掘其文化遗产旅游目的地资源，极大地提升了经济价值、社会价值和文化价值。在经验分析的基础上，本研究建构了文化遗产旅游目的地品牌IP开发与运营模型，提出了文化遗产旅游目的地品牌IP化开发的对策建议。

These years with the prosperity of the creative economy, brand Intellectual Property (IP) has been effectively used in the marketing of cultural heritage destinations such as Beijing Palace Museum, which has important practical significance to explore the framework and strategy of brand IP-based marketing. This study takes Beijing Palace Museum as the research object and draws the following conclusions with a case analysis: Firstly, on the basis of brand image positioning, cultural heritage destinations realize their brand growth through IP content development and IP operation; Secondly, the brand image positioning covers subjective positioning and objective positioning; Thirdly, IP content development contains in-depth exploration of content, innovation-driven, and shortening the perceptual distance; Finally, IP operations consist of IP empowerment and IP extension. With brand IP-based development, Beijing Palace Museum has effectively tapped its cultural heritage destination resources, greatly enhancing its economic, social and cultural values. On the basis of empirical analysis, this study constructs the brand IP development and operation model of cultural heritage destinations, and puts forward the countermeasures and suggestions for the development of cultural heritage destination brand IP.