In the era of knowledge economy，as the important resources and core elemeWs of the national development，intellectural properly rights(IPRs)has become the key to the sustainable development of a universities' core competence. Based on the core competition theory and the strategy theory of iWellectual properly rights， the paper uses“resource-ability-competiton”as the analyical framework and analyzes the mechanism of the IPRs Strategy which promotes the transformation of university's advantageous resources info“subject brand and industrial innovation" edge. The purpose of This paper is to provide theoretical support and guidance for universities to fake advaWage of the IPRs and promote the values of IPRs to ensure the sustainable developmeW in the era of new normal economy.