Abstract: China has abundant intangible cultural heritage, and each region has significant local cultural characteristics in the era of "intangible cultural heritage". From the current situation of regional intangible cultural heritage, the development of "intangible cultural heritage" cultural products, the exploration of "intangible cultural heritage" cultural products marketing mode and marketing strategy, the paper discusses the inheritance and mining of regional intangible cultural culture; Based on the current situation of traditional handicraft market, this paper tries to explore new ideas for the development and marketing of intangible cultural and creative products. Through innovating the local non-heritage cultural creation trading platform, integrating various marketing methods, establishing the brand image of "intangible cultural heritage" with regional characteristics, building the industrial chain of "intangible cultural heritage", and promoting the prosperity of the local "intangible cultural heritage" cultural market.