Brand Establishment and Development Strategies Based on the Inheritance of Traditional Chinese Medicine Culture: The Case of “Jianchang Bang”

Zheng Yixin

doi:10.30560/hssr.v8n2p100

Zheng Yixin School of Liberal Arts, Nanchang Normal University, China

DOI: https://doi.org/10.30560/hssr.v8n2p100

Keywords: Jianchang Bang, brand establishment, SWOT analysis

Abstract

With the deepening implementation of the "Healthy China" strategy and the "Healthy Jiangxi" strategy, Jiangxi Province has incorporated the traditional Chinese medicine (TCM) industry into its key development areas, aiming to establish a distinctive regional Chinese medicine industry cluster in southern China. As a living heritage carrier of Jiangxi's TCM culture, the national-level intangible cultural heritage "Jianchang Bang" Chinese medicinal "paozhi" (processing) techniques demonstrate unique advantages in enhancing medicinal efficacy and reducing toxicity through its four characteristic "paozhi" methods—roasting, simmering, and decocting—as well as its comprehensive "paozhi" standards encompassing "form, color, aroma, and taste". However, facing the impact of modern pharmaceutical technologies, this craftsmanship confronts developmental bottlenecks such as fractured inheritance chains, insufficient standardization of techniques, and limited brand recognition. This study employs a Strengths-Weaknesses-Opportunities-Threats (SWOT) analysis to systematically examine the brand's current development status, core challenges, and constraining factors. It proposes targeted countermeasures and recommendations for the brand construction and development of "Jianchang Bang", formulates optimized brand enhancement pathways, and thereby innovates the development level of Jiangxi's Chinese medicinal materials industry.

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