Abstract: [Purpose/Significance] This paper aims to study the mechanism and implementation path of reconstructing the value chain of cultural product property rights under the background of data-driven. [Design/Methodology] Combined with the existing cultural industry value chain and other related concepts, the concept of value chain of cultural product property rightsis defined, and its constituent elements are analyzed from the perspective of system theory. [Findings/Conclusion] Based on the needs and objectives of the value chain reconstruction of cultural product property rights, this research focuses on revealing the mechanism of data-driven value chain reconstruction, emphasizing that data-driven technology fully empowers the whole value chain of cultural product property rights, drives the whole chain upgrading of the value chain of cultural product property rights based on blockchain big data, and promotes the birth of a new parallel value chain with data elements as the core. The realization path of value chain reconstruction is proposed from the aspects of value generation, value circulation and value realization. [Originality/Value] This paper constructs a three-stage model of the value chain of cultural product property rights, puts forward a triple mechanism of the value chain reconstruction of cultural product property rights under the background of data-driven, and combines the three-stage model to analyze and reconstruct the realization path, so as to provide a basic analysis framework for related research.

Key words: Data-driven, Cultural product property rights, Value chain reconstruction, Mechanism of action, Implementation path