Based on the characteristics of the current Internet, China's Palace Museum, applying the 4I marketing principle, pays more attention to the interest and entertainment of its museum authorized cultural products from the design and development to the later promotion and sales, and pays more attention to enhancing the participation and interaction of consumers in the marketing promotion, so as to meet the interest expectations and personalized needs of consumers. Starting from the 4I principle, this paper attempts to summarize the methods suitable for the development and marketing of cultural and creative products in museums by combing and analyzing the design, development and marketing strategies of cultural and creative products of the Forbidden City, and tries to find new experience and marketing methods for the dissemination of traditional culture and the promotion of cultural and creative products for museums and other cultural institutions, so as to promote the dissemination of Chinese traditional cultural industry It provides new ideas and new directions for development.

Abstract
Ⅰ. Introduction
Ⅱ. Literature review
    1. 4I Marketing theory combing
    2. Advance Research on Museum Marketing
    3. Overview of Cultural Innovation Products of the Palace Museum
III. Marketing strategy analysis
    1. Interesting design, close to consumer life
    2. Interest sharing, IP branding joint operation
    3. Network interaction, focusing on communication with consumers
    4. Individuality needs, accurate positioning of consumer groups
V. Conclusion
References

• Zhang Zhuoran(PhD in art management, South Seoul University, lecturer of Heze University)