With the development of mobile internet and virtual technology

common people have more and more knowledge about museum. Museum cultural and creative products have become important indicator to the success of museum industrialization. Traditional marketing mode 4-P has changed into 4-I mode with the development of mobile internet and virtual technology. 4-I mode precisely defines common customers to realize social function of museum centered with human. Therefore

4-I mode finds out valuable and potential cultural and creative products: tangible products

customization of individual character

internet products and interactive experience products

which provides methodology for the development of traditional museum cultural and creative products. 4-I mode is helpful to realize targeted information spreading to specific customers

museum cultural and creative products individuation and construction of on-line and offline interactive experience. Moreover

it can lay theoretical foundation of museum cultural and creative products operating ecological closed loop.