The work aims to summarize the development status of the related cultural and creative products and analyze the potential innovation breakthrough points of subsequent product development by sorting out the types of intangible cultural heritage, so as to integrate the product development strategies. Following the principles of “Reasonable Utilization, Scientific Development, Inheritance and Development”, the existing practical problems in the current product development process are used as the starting points to achieve the live transmission and productive protection of intangible cultural heritage with the help of modern design methodology by regarding the adaptability of cultural and creative product design, placement methods of cultural elements, product promotion and expansion and construction of sales channels as the research focus. From the perspective of systematization and industrialization, the intangible cultural heritage elements are expressed in an abstract and symbolic form, and a set of cultural and creative product development model is formed by relying on cultural economy and tourism economy.