Cultural and creative products integrate tradition with modernity, culture with technology, art with business, and display a new value concept and character style in network marketing. Intellectual property as the core value of this transformation activity,with the purpose of better protecting and utilizing the cultural resources of the Palace Museum. Based on the analysis of the intellectual property issues in the network marketing model of cultural and creative products in the Palace Museum, and then put forward suggestions on the intellectual property rights of the Chinese creative industry in the museum industry.