As a cultural symbol with a history of nearly 600 years，the Forbidden City has many palace buildings，cultural relics，and historical sites，which has become a typical symbol of traditional Chinese culture. With the profound development of the cultural and creative industries，the Forbidden City has also become an “Internet celebrity.” Through the cultural and creative products of the Forbidden City，historical treasures were developed and disseminated in the form of art derivatives，not only show the concept of “gifts from the Forbidden City，” but also leading art derivatives to enter the 2.0 era. Based on the cultural and creative products of the Palace Museum，this article analyzes its marketing context from the aspects of consolidating the product foundation，creating multiple channels，and spreading with new forces，and explores the reasons behind its success. Combined with the current stage of marketing communication，this article summarizes the problems of complex internal organizational structure and insufficient aggregation of product systems，with a view to providing scientific references for the development of the cultural and creative products of the Palace Museum and the cultural and creative industries.