The design of cultural and creative products of intangible cultural heritage is studied from the perspective of cultural ecology, aiming to make cultural and creative products not only carry the cultural connotation of intangible cultural heritage, but also integrate into contemporary life. Based on the theory of cultural ecology, the intangible cultural heritage is studied as a whole in its cultural ecosystem, the design process and design strategy of cultural and creative products of intangible cultural heritage based on cultural ecology are proposed. Firstly, the intangible cultural heritage is deconstructed into three levels, namely material level, behavior level and spiritual level, and the cultural attributes of each level are extracted. Secondly, the evolution state of each component of the cultural ecosystem is studied. Then the changing trend of cultural attributes of various levels of intangible cultural heritage under the contemporary cultural ecosystem is explored, and on this basis, the cultural and creative products are designed. Finally, the design of cultural and creative products based on Cixian paper cutting is taken as an example to practice this method. The design strategy of cultural and creative products of intangible cultural heritage based on cultural ecology should consider the development and change of intangible cultural heritage from the perspective of cultural ecology, and grasps the choice and presentation of intangible cultural heritage gene in cultural and creative products, so that cultural and creative products can not only carry the cultural connotation of intangible cultural heritage, but also fit the modern lifestyle. This method expands the design idea of cultural and creative products of intangible cultural heritage.