







































 Humanities and Social Science Research; Vol. 8, No. 2; 2025 

ISSN 2576-3024   E-ISSN 2576-3032 

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

 100 Published by IDEAS SPREAD 

 

Brand Establishment and Development Strategies Based on the 

Inheritance of Traditional Chinese Medicine Culture: The Case of 

“Jianchang Bang” 

Zheng Yixin1 

1 School of Liberal Arts, Nanchang Normal University, China 

Correspondence: Zheng Yixin, School of Liberal Arts, Nanchang Normal University, No. 889 Ruixiang Road, 

Nanchang City, Jiangxi Province, China. Tel: 86-153-0704-3330. E-mail: 2846255668 qq.com 

 

Received: April 22, 2025; Accepted: April 30, 2025; Published: May 1, 2025 

 

This research outcome is part of the 2024 College Students Innovation and Entrepreneurship Training Program 

approved project (Project ID: 202414437011) at Nanchang Normal University. 

 

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. 

Keywords: "Jianchang Bang", brand establishment, SWOT analysis 

1. Overview of the "Jianchang Bang" Brand 

1.1 Textual Research and Historical Origins of "Jianchang Bang" 

The "Jianchang Bang", a renowned ancient pharmaceutical group in southern China, derives its name from its 

origin in Nancheng County, Jiangxi Province (historically known as "Jianchang Prefecture"). Historically, it 

formed the "Jiangxi Guild" alongside the Jiangxi Zhangshu pharmaceutical guild, ranking among China's thirteen 

major pharmaceutical guilds [1]. The "Jianchang Bang" pharmaceutical industry is renowned for its exquisite 

techniques in the "paozhi" (processing) of traditional Chinese medicine (TCM) decoction pieces and the 

distribution of medicinal materials. Within the field of TCM, it has a well-established reputation, with sayings 

such as "the efficacy of medicine is evident in Jianchang" and "Jianchang standards are more valuable than gold". 

This school's history can be traced back to the Jin and Tang dynasties, flourishing during the Song and Yuan 

dynasties, and forming a large-scale industrial system during the Ming and Qing dynasties. Over hundreds of years 

of development, its business model has gradually evolved into diverse forms, including retail pharmacies, drug 

storehouses, and wholesale drug firms, constructing a complete medicinal material circulation network. In terms 

of "paozhi" techniques, through the practical innovation of generations of craftsmen, a complete system has been 

formed, including over a hundred unique processes such as cleaning and selecting, cutting, calcining and frying, 

and steaming and boiling. It is particularly ingenious in the use of tools, the control of heat, and the blending of 

auxiliary materials. Its unique techniques, such as "cutting medicine with a Zhang knife as thin as cicada wings" 

and "following ancient methods in thunder-fire preparation", enable the "Jianchang-paozhi" decoction pieces to 

retain the essence of the medicinal properties while also being easy to decoct and absorb, which is highly praised 



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by physicians. Relying on its geographical advantage as a strategic location in Jiangxi and Fujian, it has a profound 

influence on the pharmaceutical industry in Fujian Province, giving rise to the "Guangze Jianchang Bang", forming 

an industrial pattern of "medicinal materials gathering from north and south, and exquisite "paozhi" spreading 

throughout the world", which is unique among its peers nationwide and has a significant impact on the TCM 

industry in Southeast Asia and other regions. 

The origins of the "Jianchang Bang" can be traced back to the Eastern Jin Dynasty. The emergence of this 

pharmaceutical school is closely linked to the prevalence of local medical activities. The "Jianchang Bang" 

benefited from the medical activities of Ge Hong, a pharmacologist from the Eastern Jin Dynasty, and Taoist 

figures during the Tang Dynasty in Nancheng. Ge Hong, a disciple of the renowned pharmacologist Zheng Yin, 

was fond of studying the methods of "immortal Taoist cultivation". According to the “Daoguang Nancheng County 

Chronicles”, "Ge Hong, courtesy name Zhichuan, was from Jurong, Danyang, and styled himself Baopuzi. He 

studied extensively, especially favoring the methods of immortal Taoist cultivation. Seeing the world in chaos, 

Hong sought refuge in Magu Mountain in Nancheng. There is a legend of Ge Xian Dan, and it is said that Hong 

refined elixirs here, hence the name." [2] Ge Hong, witnessing the widespread turmoil, sought refuge in Magu 

Mountain in Nancheng, where he collected herbs, refined elixirs, practiced medicine, and treated illnesses. He 

authored pharmaceutical works such as “Baopuzi Neipian”, “Taiqing Shenxian Fushi Jing”, “Yuhan Jianfang”, 

and “Zhouhou Jiuzou Fang”[3]. Ge Hong's medical practices in Nancheng significantly enhanced the local 

populace's understanding of drug preparation and application, laying an important historical foundation for the 

prosperous development of "Jianchang Bang" pharmaceutical industry in later generations. In addition to Ge Hong, 

the “Zhengde Jianchang Prefecture Chronicles” and “the Great Dictionary of Taoism” also record the deeds of 

several other Taoist priests, including Deng Ziyang and Deng Yankang, who were natives of Nancheng and 

practiced alchemy and medicine there during the Tang Dynasty[4], further contributing to the origins of the 

"Jianchang Bang". 

The Song Dynasty government prioritized the development of "Jianchang Bang" pharmaceutical industry. 

Jianchang military implemented Wang Anshi's Market Exchange Law and established the "Jianchang Military 

Pharmacy", advocating standardized prescriptions and lawful "paozhi". This led to the flourishing of the Nancheng 

medicinal material distribution and trading, making it a renowned medicinal material distribution center 

nationwide. At the time, Nancheng had the reputation of "no material without Jianchang" and "medicines must go 

through Jianchang"[5].Yuan Xie, a scholar of the Southern Song Dynasty, vividly recorded the prosperity of 

"Jianchang Bang" pharmaceutical industry in his “Record of Jianchang Military Pharmacy”. Local artisans adhered 

to the pharmaceutical philosophy of "even if no one sees the preparation, the heart knows that there is heaven", 

strictly controlling the quality of medicinal materials, adjusting their properties through unique "paozhi" 

techniques, and scientifically compounding them to maximize efficacy. The book particularly emphasized the 

pharmaceutical principle of "better to be short than to be excessive", opposing the behaviors of cutting corners and 

arbitrarily increasing or decreasing dosages for profit. This persistent pursuit of quality medicine resulted in the 

reputation of "Jianchang-paozhi" decoction pieces among physicians, with qualities "like amber in color and 

fragrant like a secluded orchid".Benefiting from the support of the Song Dynasty's sound pharmaceutical 

management system, Jianchang pharmaceutical merchants seized the opportunity to combine Traditional "paozhi" 

techniques with large-scale production, establishing a complete system from medicinal material selection and 

ancient "paozhi" to finished product inspection. At that time, specialized medicine markets had already appeared 

on the streets of Jianchang, with merchants from all over the place gathering there. They engaged in both the fine 

processing of local authentic medicinal materials and the distribution and trading of precious medicinal materials 

from Sichuan and Guangdong, gradually forming a "front shop, back workshop" production and sales integrated 

model. This business philosophy, based on quality, not only enabled "Jianchang Bang" pharmaceutical merchants 

pharmaceutical industry to gain a firm foothold in the Song Dynasty but also fostered the century-old business 

motto of "though the "paozhi" is complex, we dare not save labor; though the quality is precious, we dare not 

reduce material", laying a solid foundation for the "Jianchang Bang" pharmaceutical group to become one of the 

four major pharmaceutical groups in the country in later generations. 

During the Yuan Dynasty, the Xujiang River region saw the emergence of numerous renowned physicians, leading 

to the gradual formation of a systematic medical theory framework. "Jianchang Bang" pharmaceutical industry 

leveraged this academic foundation to achieve a leapfrog development. The imperial court decreed the 

establishment of the "Three Emperors Palace" in Jianchang, later renamed the "Medicine King Temple" due to the 

addition of ten "Medicine Kings". Annual temple fairs were held, attracting local and external pharmaceutical 

professionals to trade medicinal materials, a custom that persisted until the eve of the Anti-Japanese War[6]. The 

"Ruizhutang Experience Formulas", compiled by Yuan Dynasty physician Satu Musu, extensively collected 



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effective folk remedies and "paozhi" methods, including both ancient verified prescriptions and effective empirical 

formulas from contemporary physicians and patients. The book meticulously documented the refined operational 

standards for medicinal material processing, such as controlling the heating process and the ratio of auxiliary 

materials. For instance, it detailed specific techniques like using wine to enhance medicinal properties and vinegar 

to moderate efficacy, reflecting the Yuan Dynasty Nancheng pharmaceutical practitioners' deep understanding of 

medicinal material characteristics. These systematic technical summaries provided "Jianchang Bang" artisans with 

more scientific reference standards in their "paozhi" practices, integrating theoretical knowledge from classical 

texts with local "paozhi" traditions, and exploring practical experience such as "assessing the medicine and making 

the cut, identifying color and recognizing fire". This integration of theory and practice enabled "Jianchang-paozhi" 

decoction pieces to exhibit a unique quality, "slices like clouds rolling and translucent, quality like amber 

condensing fragrance", establishing the reputation of "Jianchang decoction pieces, efficacy like gods" in the 

medicinal material market. It was precisely the standardized guidance of Yuan Dynasty medical classics and the 

innovative improvements by artisans that propelled the "Jianchang Bang" pharmaceutical group to transform from 

traditional workshops to professional and standardized production, with "Jianchang Bang" pharmaceutical industry 

already in a leading position among its peers at that time. 

During the Ming and Qing dynasties, "Jianchang Bang" pharmaceutical industry achieved a historic leap forward, 

driven by a favorable political environment and the influence of Xujiang medical practices. In the Ming Dynasty, 

the establishment of the Jianchang Two Kings' fiefdoms created a unique political space, fostering the clustered 

development of the pharmaceutical economy. Renowned physicians emerged during this period, including Zhao 

Xuan, a physician from the Imperial Medical Academy; Cheng Shi, the author of “Cheng's Medical Canon”, and 

Yu Shaoning, the author of “Secrets of the Golden Elixir”, demonstrating a continuous lineage of medical expertise. 

Drugstores were prevalent in Jianchang, with the government leading the development of institutions such as the 

Good Physician Institute, the Yin-Yang Academy, and medical schools, which were affiliated with drugstores and 

employed medical professors. A large pharmacy was also established within the Prince Yi's residence[7]. By the 

Qing Dynasty, with the maturation of the Xujiang medical school and the institutionalization of medicinal material 

trade, "Jianchang Bang" pharmaceutical industry underwent three major transformations: the first was the 

innovation of "paozhi" techniques, resulting in a nine-step system for processing medicinal slices; the second was 

the upgrade of commercial organizations, with the formation of the specialized "Jianchang Bang" guild; and the 

third was the standardization of quality control, with the establishment of a grading system for authentic medicinal 

materials. Particularly during the Qianlong era, "Jianchang Bang" pharmaceutical industry reached its peak, and 

through the "front shop, back workshop" production and sales model and the Yangtze River Basin medicinal 

material distribution network, the trading volume of " Jianchang Bang" medicinal decoction pieces accounted for 

over 30% of the national market share. This industrial advantage was maintained until the eve of the modernization 

of medicine in the Republic of China[8]. 

1.2 The Current State of the "Jianchang Bang" Brand's Development. 

A brand represents the level of consumer awareness of a specific product category and its associated product lines. 

In the context of TCM, a brand signifies the consumer market's recognition of TCM products and their respective 

product lines, reflecting the inherent quality of TCM commodities[9]. The establishment of a brand indicates 

consumer preference and trust, with brand recognition increasingly influencing consumer behavior. 

1.2.1 The Current Status of the "Jianchang Bang" Brand Building 

The current state of the "Jianchang Bang" TCM culture is robust, characterized by a profound historical foundation 

and significant industrial advantages. As a key lineage in the development of TCM, "Jianchang Bang" not only 

possesses a wealth of traditional techniques but also actively embraces modern technology and innovative 

development strategies. Its revitalization and advancement have garnered considerable attention and support from 

various levels of government and all sectors of society.  

The "Jianchang Bang" of Traditional "paozhi" techniques have been recognized as an Intangible Cultural Heritage, 

with preservation and inheritance efforts implemented through the establishment of the "Jianchang Bang" TCM 

Research Institute and cultural resource surveys. A comprehensive industrial chain has been established, 

encompassing planting, processing, and scientific research, alongside the promotion of standardized and large-

scale cultivation. This includes the construction of high-quality seed breeding bases to enhance industrial scale 

and competitiveness. According to the “Implementation Plan for the Revitalization and Development of 

"Jianchang Bang" Traditional Chinese Medicine in Nancheng, Jiangxi Province”, the aim is to achieve a value of 

50 billion yuan by 2025 and an estimated 100 billion yuan by 2030, thereby forming a national-level TCM 

industrial cluster. The government has introduced various policies to support the revitalization and development 



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of the "Jianchang Bang", fostering a fair market environment to drive industrial growth. Relevant departments are 

actively cooperating to implement these policies and measures, ensuring the smooth execution of projects. The 

development of "Jianchang Bang" TCM culture includes the creation of TCM-themed tourism routes, promoting 

the deep integration of "medicine, pharmaceuticals, healthcare, and tourism", and establishing a national-level 

cultural tourism and health center. This initiative has stimulated local economic development and encouraged 

community and farmer participation in the cultivation and processing of medicinal herbs, with the establishment 

of cooperatives to share benefits. This has led to improved income levels for farmers, contributing to social 

harmony and stability, and promoting rural revitalization. Efforts are being made to strengthen research on Yujiang 

Medicine, enhancing its disease prevention and treatment capabilities, and leveraging its health and wellness 

advantages. This includes the construction and optimization of smart pharmacies to improve the efficiency and 

quality of medical services. Resources from universities and research institutions both within and outside the 

province are being integrated to form the "Jianchang Bang" TCM Research Institute, strengthening scientific 

research and technological innovation. This has resulted in multiple research achievements, elevating the 

theoretical and practical levels of "Jianchang Bang" TCM. Knowledge related to the "Jianchang Bang" is being 

integrated into the TCM education system, with specialized courses and practical training programs to cultivate 

new generations of TCM professionals. The "Jianchang Bang" inheritor training program is being implemented to 

preserve and promote traditional techniques. Various channels are being utilized to promote the culture and brand 

of the "Jianchang Bang", enhancing its recognition and reputation. Active participation in international exchanges 

and cooperation, including establishing partnerships with pharmaceutical institutions in multiple countries, is being 

pursued to jointly promote the internationalization of TCM. Through international exchanges, the reputation and 

influence of the "Jianchang Bang" are further enhanced, establishing a strong reputation in both domestic and 

international markets and becoming a significant representative of TCM culture. Products are not only widely 

recognized domestically but have also successfully entered international markets, further expanding brand 

influence and contributing to the global dissemination of TCM. 

A survey of the current state of development of "Jianchang Bang" TCM culture reveals that this traditional school 

has not only preserved a rich cultural heritage but is also continuously developing and innovating, making 

significant contributions to the modernization and globalization of TCM. In the future, "Jianchang Bang" TCM is 

expected to continue to flourish with new vitality through inheritance and innovation.  

1.2.2 Research on the Theoretical Construction of the "Jianchang Bang" Brand 

Brand construction encompasses the planning, design, promotion, and management activities undertaken by a 

brand owner. Beyond the product itself, the brand's developmental history, cultural significance, and image are all 

key components of its identity[10].  

As a distinct regional Chinese medicine brand, the "Jianchang Bang" brand's construction should be rooted in 

regional brand research within the industry cluster, leveraging its resource advantages. This approach aligns with 

current research hotspots in China concerning Chinese medicine brand development[11]. The “Implementation 

Plan for the Revitalization and Development of "Jianchang Bang" Traditional Chinese Medicine in Nancheng, 

Jiangxi Province” provides clear guidance and support measures "Jianchang Bang" development. The plan 

explicitly aims to establish "Jianchang Bang" as a national-level Chinese medicine industry cluster, outlining 

detailed development plans and key tasks.The brand positioning of "Jianchang Bang" primarily emphasizes its 

historical heritage, cultural identity, and product characteristics. Centered in Nancheng, Jiangxi, it highlights its 

long history and classic quality, relying on the authentic medicinal materials from Jiangxi's production areas. This 

forms a regional characteristic of "authentic medicinal materials + ancient "paozhi" methods". Its national 

intangible cultural heritage "paozhi" techniques constitute a technical barrier, becoming the core competitiveness 

of the regional brand, with distinct differentiation advantages. Nancheng County has established a Chinese 

medicine industrial park, initially forming an industrial chain integrating planting, processing, research and 

development, and sales. In terms of "specialization" and "differentiation", "Jianchang Bang" focuses on traditional 

decoction pieces and medicated diet products. 

The current Research and Development director of "Jianchang Bang" Pharmaceutical Co., Ltd. has provided talent 

assurance for the inheritance of traditional techniques by establishing a team dedicated to inheritance and 

innovation. Xue Yanhua and her team have achieved multiple innovative accomplishments in the research of the 

material basis and "paozhi" mechanisms of Chinese medicine decoction pieces, the standardization of processing 

techniques, and the intelligentization of production processes and equipment development, promoting the 

development of "Jianchang Bang" traditional "paozhi" techniques. Furthermore, "Jianchang Bang" pharmaceutical 

industry actively participates in the construction of Chinese medicine standardization projects, formulating 

multiple local standards, demonstrating its leading position in the industry. These outstanding scientific and 



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technological workers represent the backbone of "Jianchang Bang" in terms of inheritance and innovation. With 

the spirit of "craftsmanship" to achieve "original intention", they ensure that "Jianchang Bang" traditional "paozhi" 

techniques are effectively preserved and developed. 

Secondly, the "Jianchang Bang" brand is promoted, protected, and maintained through various channels, including 

the establishment of research associations, media publicity, the publication of monographs, the publication of 

articles, trademark registration, and patent applications. For instance, the establishment of the "Jianchang Bang of 

Traditional Chinese Medicine Research Association" in February 2019, the publication of works such as 

“Traditional "Jianchang Bang" of Chinese Medicine "Paozhi" Methods”, the publishing of articles, and the 

application of the "Jianchang Bang" name to scientific research achievements for academic exchange, as well as 

the ranking of patent applications within the Jiangxi Province's TCM industry at tenth place, all serve to elevate 

the brand recognition and consumer loyalty towards the "Jianchang Bang".  

The current research on the "Jianchang Bang" regional brand is still in its nascent stages. High-quality, in-depth, 

and systematic research findings are insufficient, and the overall research level remains low. Theoretical research 

still lags behind the practical development of the "Jianchang Bang" regional brand, a common issue in the 

construction of most regional brands of Traditional Chinese Medicine. 

1.3 SWOT Analysis of the Brand Building of "Jianchang Bang" 

1.3.1 Strength,S 

The profound historical and cultural foundation. Its historical lineage is clear, originating in the Eastern Jin 

Dynasty (317 AD), rooted in Taoist medical culture. It reached its zenith during the Ming and Qing dynasties, 

particularly during the reigns of the Qianlong and Daoguang emperors in the Qing Dynasty, becoming one of the 

four major pharmaceutical groups in the nation (the Zhangshu, Jianchang, Jing, and Chuan groups). The “Annals 

of Jianchang Prefecture” from the Ming Dynasty records, "The Jianchang medicine market attracts merchants from 

all over, and the skills of the pharmaceutical workers are unparalleled in Jiangnan", which validates its historical 

industry status. Ancient texts such as the “Complete Book of Jianchang "Paozhi"“ from the Qing Dynasty 

systematically record its "paozhi" theories and methods, such as the "water processing, fire processing, and water-

fire combined processing" methods, providing important references for later generations. "Jianchang Bang" once 

dominated the medicinal material trade in the Jiangnan region, with pharmacies and medicinal material warehouses 

throughout the Yangtze River basin, forming a commercial network in the "pharmaceutical capital" of Nancheng. 

Its unique "paozhi" techniques include the "stewing" technique: such as "stewing Fupian", which involves 

wrapping Aconiti Lateralis Radix Praeparata (Fuzi) with yellow mud and stewing it to reduce toxicity and enhance 

its warming yang effects; The process takes up to seven days and requires precise temperature control. The 

"stewing" method: using a clay pot to stew medicinal materials (such as Rehmanniae Radix Praeparata), simmering 

over a low fire to make the medicinal properties mellow, which is different from ordinary decoction. The "Four-

Processed Chenpi": repeatedly processed with four auxiliary materials: salt, vinegar, honey, and wine, to enhance 

the effects of regulating qi and strengthening the spleen. This technique has been listed as a provincial-level 

intangible cultural heritage. The "Jianchang-paozhi" decoction pieces are known for their "shape, color, aroma, 

and taste", such as "Bai Shao Flying to the Sky" (slices as thin as cicada wings) and "Betel Nut Without Borders" 

(sliced 108 times), which are skills that are still difficult to be replaced by machines today. 

The region boasts abundant resources of authentic medicinal materials. "Jianchang Bang" pharmaceutical tradition 

has always adhered to the principle of "genuine materials from their place of origin", emphasizing the suitability 

of medicinal plant cultivation to the local soil and water conditions. Nancheng County, situated in a subtropical 

monsoon climate zone, enjoys a warm, humid environment with ample rainfall. Its mountainous and hilly terrain 

provides a diverse micro-ecological environment for the growth of medicinal materials. The soil is rich in selenium, 

making it particularly suitable for the cultivation of authentic medicinal materials such as Huangjing, Zhiqiao, and 

Cheqianzi. The Huangjing produced here contains a polysaccharide content higher than the national standard. For 

instance, Nancheng Zhiqiao was a tribute item during the Ming and Qing dynasties, known for its high volatile oil 

content, and is now a National Geographical Indication product. Jianchang Zexie originates from the vicinity of 

the Hongmen Reservoir in Nancheng, characterized by its large size and firm quality, with significant diuretic and 

dampness-draining effects, accounting for over 60% of the national annual production. Other distinctive medicinal 

materials include Cheqianzi, Huangzhizi, and Fupenzi. These benefit from the humid climate and red soil of the 

eastern Jiangxi hills, resulting in superior accumulation of medicinal components compared to other production 

areas. 

 

 



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1.3.2 Weakness,W 

The traditional techniques struggle to meet the demands of contemporary production. The meticulous, handcrafted 

nature of "Jianchang-paozhi" techniques, such as the precise slicing and thin-slicing of medicinal herbs, requires 

exceptional knife skills and extensive experience. However, this production method is complex and inefficient, 

making it difficult to meet the large-scale needs of the modern market. While some traditional tools, like the "Jian 

Dao" and "Lei Gong Pao", possess unique advantages, they are challenging to integrate into modern production 

lines. Furthermore, these traditional techniques rely on experienced masters. The "Jianchang-paozhi" often depend 

on individual experience and intuition, lacking a standardized, scientific production process, which leads to 

inconsistencies in product quality. This conflicts with the standardization and normalization sought in modern 

production. The standardization and consistency of product quality are fundamental requirements, which 

traditional manual operations struggle to achieve. With market changes and the diversification of consumer needs, 

traditional "paozhi" products may not satisfy all consumers, especially those seeking convenience and quick results. 

These factors limit the promotion of traditional "paozhi" techniques in the modern pharmaceutical industry. 

The attrition of skilled practitioners and the ensuing difficulties in the preservation of traditional knowledge pose 

significant challenges. The transmission of "Jianchang-paozhi" techniques relies on the "master-apprentice" model, 

which places high demands on the master. The number of senior masters capable of teaching traditional "paozhi" 

techniques is limited, and their ages are increasing. The modern education system lacks systematic support for 

training in traditional techniques. The proportion of traditional Chinese medicine education in the modern 

education system is small, and specialized educational resources focused on traditional "paozhi" techniques are 

even scarcer. The traditional "master-apprentice" model is disconnected from the modern education system, 

leading to a lack of interest and motivation among the younger generation in learning and inheriting traditional 

techniques, making it difficult to cultivate high-level technicians. With the diversification of employment choices 

in modern society, the fast-paced lifestyle of modern life conflicts with the time-consuming and patient-demanding 

nature of traditional techniques. The economic returns from engaging in traditional "paozhi" techniques are often 

less than those in modern industries. This causes potential inheritors to turn to more profitable industries. Fewer 

and fewer young people are willing to invest significant time in learning and researching these techniques, resulting 

in a low willingness of young people to enter the field, leading to a serious talent gap. 

1.3.3 Opportunity,O 

The strategic support and local empowerment are crucial. The “Strategic Planning Outline for the Development of 

Traditional Chinese Medicine (2016-2030)” explicitly supports the inheritance of traditional "paozhi" techniques, 

with the "Jianchang Bang" being included in the "Traditional Chinese Medicine Traditional Knowledge Protection 

Catalog". Jiangxi Province's “Several Measures on Accelerating the Characteristic Development of Traditional 

Chinese Medicine” proposed a special plan to "revitalize the ‘Jianchang Bang’", allocating 50 million yuan 

annually for the protection of techniques and industrial upgrading. Nancheng County is building the "China 

‘Jianchang Bang’ Traditional Chinese Medicine Industrial Park", with a planned area of 3.5 square kilometers, 

integrating planting, processing, research and development, and cultural tourism. Enterprises entering the park can 

enjoy tax reductions and land use incentives. 

The global natural drug market continues to expand. According to the World Health Organization (WHO), 

approximately 80% of the world's population uses traditional medicine. The natural drug market is expected to 

exceed $500 billion by 2025, with an average annual growth rate of over 8%. The rise of "Complementary 

Medicine" in European and American countries has led to acupuncture and herbal therapies being gradually 

incorporated into the medical insurance systems of some countries (such as Germany and Australia). The 

"Jianchang Bang" can focus on two core product categories: products from the same source as medicine and food, 

such as wolfberry and Poria, which have the attributes of "health food" and comply with European and American 

dietary supplement standards; and supporting products for characteristic therapies, such as external plasters and 

medicated bath packs, in collaboration with overseas TCM clinics to promote "pain management" and "sub-health 

conditioning" programs. 

1.3.4 Threat,T 

The industrial chain is incomplete. The absence of leading enterprises and well-known brands within the 

"Jianchang Bang" pharmaceutical industry industry weakens the entire industrial chain. Furthermore, the 

cultivation bases for medicinal herbs are often small and dispersed across various regions. This fragmentation 

hinders unified standard management and quality control. The lack of modern cultivation techniques and 

equipment impedes large-scale production. Traditional "paozhi" techniques rely heavily on experienced masters, 

making it difficult to quantify and standardize these skills. This impacts the standardization and mass production 



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of medicinal materials, thereby affecting the quality and supply. The absence of standardized "paozhi" procedures 

complicates quality control, potentially leading to inconsistent quality across different batches of medicinal 

materials. 

Cultural Identity and the Transformation of Values. The spread of traditional culture among younger generations 

is limited due to globalization and the information age, resulting in a weakened sense of cultural heritage. In 

contemporary society, the recognition of traditional culture and TCM is diminishing. People increasingly seek 

modern, high-tech, and convenient products and solutions for health and medical needs. Traditional "paozhi" 

techniques are time-consuming, and their effects are not immediately apparent, leading to questions about their 

practicality in modern society. The preference for modern medicine further impacts the cultural value of the 

"Jianchang Bang". In an era of rapid technological advancement, society generally emphasizes the power and 

achievements of technology, while respect and recognition for traditional skills are relatively lower. Modern values 

and lifestyles differ from tradition, and the changing demands for health and medical care make traditional TCM 

"paozhi" methods less competitive in terms of efficacy and speed compared to modern medicine. The trend of 

cultural homogenization in the globalization process threatens the uniqueness and diversity of traditional culture. 

2. Brand Building and Development Strategies of "Jianchang Bang" 

Analyzing the current state of "Jianchang Bang" brand development through a SWOT analysis, we observe that 

while the brand's construction is in its nascent stages, the "Jianchang Bang" boasts a profound cultural and 

historical foundation. A significant number of "Jianchang Bang" varieties have achieved large-scale cultivation. 

Furthermore, the government provides comprehensive support for the development of the "Jianchang Bang" 

pharmaceutical industry, encompassing policies, technology, and financial resources. However, it is crucial to 

acknowledge the existing weaknesses, including low brand recognition, insufficient product research and 

development, lagging brand promotion, and a weak industrial cluster. External challenges such as market 

competition and environmental pressures must also be considered. Based on this assessment, the following 

strategies and recommendations are proposed for the "Jianchang Bang" brand's construction and development. 

2.1 SO Strategy: Leverage Opportunities and Capitalize on Strengths 

The "Jianchang Bang" pharmaceutical industry currently thrives in a golden era, propelled by the nation's vigorous 

promotion of the TCM industry. The widespread adoption of the "Great Health" concept has generated substantial 

market demand for "Jianchang Bang" products. 

Optimizing cultivation layouts and integrating modern planting techniques. We will then rationally plan planting 

areas based on the growth habits of the herbs and the characteristics of the terrain, thereby optimizing land resource 

utilization. Furthermore, we will establish an ecological factor database for medicinal herbs, utilizing GIS 

technology to conduct a multi-dimensional analysis of regional light, heat, and soil resources. This will enable us 

to create suitability zoning maps for authentic medicinal materials and construct a "one herb, one strategy" three-

dimensional planting model. Soil improvement will be achieved through the application of microbial agents to 

activate soil aggregate structure, complemented by a green manure rotation system to establish an organic matter 

dynamic equilibrium system and enhance the content of active soil substances.A digital agricultural technology 

service system will be established, including a blockchain traceability platform for medicinal herb cultivation, to 

digitally record the entire process of environmental parameters and agricultural operations. We will construct an 

intelligent production system by deploying an Internet of Things sensing network, integrating data from soil 

moisture monitoring stations and meteorological stations, and developing an intelligent decision-making irrigation 

system to improve water use efficiency. Through the deep integration of modern biotechnology, intelligent 

equipment, and digital technology, we aim to maintain the authenticity of the traditional "Jianchang-paozhi" raw 

materials, achieving precise, standardized, and sustainable development of medicinal herb cultivation. 

Leveraging industrial policies to empower the system. This includes constructing a "1+N" policy support matrix, 

focusing on implementing the national TCM revitalization and development plan, and coordinating the 

implementation of special policy packages such as the TCM material whole industry chain guarantee capacity 

improvement plan, the TCM intelligent manufacturing support project, and the TCM health and wellness tourism 

integration demonstration project. We will increase support for research on traditional "paozhi" techniques, 

encourage innovation, and develop new products that meet modern market demands. We will establish a fund pool 

for the development of authentic medicinal materials, coordinating central financial subsidies, local special bonds, 

and social capital to reduce the burden on enterprises and increase investment in the integration of traditional 

"paozhi" techniques and modern equipment. This will lower the cost pressure of enterprise transformation and 

upgrading, encouraging their development and seeking government support in areas such as taxation, funding, and 

technology to provide policy guarantees for the integration of techniques and equipment. Special funds will be set 



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up to increase investment in the research and development of traditional "paozhi" techniques, providing necessary 

financial support for technique inheritance, talent training, and product innovation.A "Jianchang Bang Standard" 

certification system will be established, formulating comprehensive quality control standards covering planting, 

processing, and "paozhi". We will build a blockchain traceability system for the quality of TCM materials, along 

with an online monitoring platform for traditional "paozhi" techniques, to achieve the visualization and traceability 

of key parameters from planting areas to "paozhi" workshops. A special program for international exchanges in 

traditional medicine will be established to support "Jianchang Bang" inheritors in participating in WHO traditional 

medicine cooperation projects, learning international advanced experiences, and enhancing their international 

perspective. The policy system, driven by institutional innovation and factor guarantees, will construct the policy 

"four pillars and eight beams" for the inheritance and development of traditional "paozhi" techniques, providing 

continuous institutional supply and market momentum for the innovation and preservation of "Jianchang Bang" 

authentic medicinal materials. 

2.2 WO Strategy: Leverage Opportunities to Overcome Weaknesses 

The "Jianchang Bang" pharmaceutical industry traces its origins to medicinal herb cultivation. To address the 

disadvantages encountered in the branding and development of "Jianchang Bang", we must leverage modern 

technology, financial support, and skilled personnel. This will guide the industry towards becoming a dominant 

force.  

Integrating traditional techniques with modern equipment. The "Jianchang Bang" traditional "paozhi" techniques 

intelligent upgrade project focuses on the technological empowerment and industrial transformation of traditional 

processes. This is achieved through the digital analysis of ancient methods and the innovation of intelligent 

equipment, thereby achieving both preservation and innovation. We will conduct scientific and standardized 

research on traditional "paozhi" techniques, introducing modern technologies such as automated equipment and 

intelligent systems to improve production efficiency and product quality. By systematically analyzing the 

characteristics of traditional processes and introducing equipment like automated slicing machines and intelligent 

temperature-controlled drying rooms, we can preserve the essence of tradition while reducing manual labor. In 

conjunction with the characteristics of modern equipment, we will formulate detailed operating procedures to 

ensure the organic integration of traditional techniques and modern equipment. We will analyze traditional 

"paozhi" procedures, optimize each step, and reduce unnecessary manual operations to improve overall efficiency. 

Through specialized training, we will enable farmers to both inherit the experience of manual "paozhi" and operate 

new equipment. Furthermore, we will incorporate the operation of modern equipment into the traditional 

apprenticeship model, cultivating versatile talents who understand both traditional techniques and can operate 

modern equipment. We will establish a quality monitoring system, utilizing technologies such as temperature and 

humidity sensing and online monitoring to dynamically track the entire "paozhi" process. Combined with a quality 

testing system from raw materials to finished products, this will ensure the stability of medicinal herb quality. We 

will establish a strict quality management system to comprehensively test raw materials, production processes, and 

finished products to ensure they meet quality standards. Simultaneously, we will promote cooperation between 

growers and research institutions to explore customized production models for authentic medicinal herbs, 

stimulating the innovative vitality of traditional techniques and forming a standardized, replicable modern 

production path. 

Establish a mechanism for cultivating talent. In the inheritance of "Jianchang Bang" medicinal herb cultivation 

and "paozhi" techniques, we can construct a sustainable talent cultivation system by integrating modern 

educational resources and traditional practice models. For instance, we can establish collaborations with TCM 

universities and research institutions, inviting experts to participate in technique research. We will combine 

medicinal herb cultivation experience, ancient "paozhi" procedures, and modern scientific theories to offer training 

courses that integrate theory and practice. This will allow young apprentices to delve into the fields to learn about 

the selection and cultivation techniques of authentic medicinal herbs. They can also gain hands-on experience in 

training bases equipped with intelligent temperature control and moisture monitoring, operating improved 

automated slicing machines and antique calcination furnaces, and experiencing the practical process of integrating 

traditional techniques with modern technology. At the same time, we will establish special support funds to 

subsidize apprentices participating in innovation projects—such as developing optimized "paozhi" flow solutions 

that meet modern standards or designing customized processing equipment for different medicinal herb 

characteristics, preserving the essence of ancient methods while improving production efficiency. In addition, we 

can build a quality traceability platform, utilizing Internet of Things technology to record the planting environment 

and processing parameters in real-time. Combined with laboratory testing data, this will form a full-chain quality 

control system from planting to "paozhi", ensuring that the techniques are passed down without deviation. By 



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holding medicinal herb culture festivals and participating in international traditional medicine exhibitions, we can 

showcase the "following the ancient but not being bound by it" characteristics of "Jianchang Bang"techniques to 

the public. We can also absorb advanced management experiences from home and abroad, injecting new vitality 

into the century-old techniques, allowing farmers, technicians, and young inheritors to master the composite skills 

that adapt to the development of the times while safeguarding tradition, and promoting the standardization and 

internationalization of the authentic medicinal herb industry. 

2.3 ST Strategy: Capitalize on Strengths and Mitigate Threats 

To effectively promote the unique efficacy and quality characteristics of "Jianchang Bang" TCM, distinct from 

other regional traditions, sessea comprehensive strategy for scientific interpretation and external promotion intial.  

Employing a multi-faceted, three-dimensional approach to elevate brand recognition and market penetration. We 

must construct a robust brand narrative, extracting core cultural symbols centered around the "Zhang Bang Paozhi 

Techniques", an intangible cultural heritage. This includes delving into historical anecdotes, stories of inheritors, 

and the unique value of the "paozhi" techniques. Key labels such as "Ancient Method Paozhi", "Authentic 

Medicinal Materials", and "Craftsmanship Heritage" should be emphasized, alongside a unified visual 

identity.Leveraging new media to engage the younger market is crucial. Official accounts on platforms like Douyin, 

Kuaishou, and Bilibili can be established to launch a "Jianchang Bang Paozhi Twelve Methods"series of short 

videos. Content such as "Unveiling Intangible Cultural Heritage Paozhi Techniques" and "Medicinal Material 

Identification Mini-Classes" can be created, using animation to showcase ancient techniques and highlight the 

integration of "Ancient Method Paozhi" with modern science, thereby strengthening brand recognition.For 

international markets, cultural export and cross-border e-commerce are vital. English-language documentaries on 

intangible cultural heritage techniques can be released on YouTube and TikTok. Entry into platforms like Amazon 

and AliExpress is recommended, with the launch of "'Jianchang Bang' Overseas Limited Edition Gift Boxes" 

(including "paozhi" manuals in Chinese and English, and portable medicinal teas) to target the health-conscious 

populations in Europe, America, and Asia, promoting the concept of "Eastern Herbal Wisdom". Cross-industry 

integration and the expansion of scenario-based communication are also important. This includes establishing a 

"'Jianchang Bang' Intangible Cultural Heritage Experience Hall", designing an immersive "One-Day Pharmacist" 

experience program, and collaborating with Jiangxi cultural tourism to launch "TCM Health Tourism Routes", 

connecting medicinal material planting bases, "paozhi" workshops, and TCM clinics to create a consumer closed-

loop. 

Establishing quality standards. This involves formulating detailed "paozhi" process operation regulations, 

including temperature control, time management, and equipment usage. Strict product testing standards should be 

established, encompassing appearance, properties, impurity detection, and effective component content 

determination, to ensure standardization at every step. A well-equipped pharmaceutical quality testing laboratory 

should be established to conduct regular product quality inspections. A complete product traceability system 

should be constructed, with detailed records for each batch of medicinal materials, traceable from raw materials to 

finished products.Referring to national pharmaceutical standards such as the "Chinese Pharmacopoeia", we must 

ensure that "Jianchang Bang" products meet national requirements. Consideration should be given to adopting 

international quality management system standards like ISO to align product quality with international standards. 

Historical documents on "Jianchang-paozhi" techniques and medicinal material usage should be collected and 

organized to provide a historical basis for quality standard formulation. Collaboration with experienced "paozhi" 

masters is essential to summarize key control points and quality judgment standards in traditional "paozhi" 

processes.Utilizing modern scientific methods, such as high-performance liquid chromatography, to analyze the 

changes in effective components of medicinal materials during "paozhi", we can determine quality indicators. 

Clinical trials should be conducted to evaluate the impact of different "paozhi" methods on the efficacy of 

medicinal materials, providing a scientific basis for quality standard formulation. Regularly organizing experts 

and scholars in the TCM industry to review and provide suggestions on the draft quality standards, and engaging 

in exchanges and cooperation with similar institutions both domestically and internationally, will enhance the 

scientific validity and authority of the standards through peer review. Continuous monitoring of developments in 

pharmaceutical science and technology, and the timely application of new research findings and technologies to 

update quality standards, is also crucial. Regular collection of feedback from consumers, medical institutions, and 

the market will serve as an important reference for standard improvement. 

2.4 WT Strategy: Overcome Weaknesses and Neutralize Threats 

The "Jianchang Bang" brand's construction and development necessitates overcoming internal weaknesses while 

simultaneously avoiding external threats to ensure steady progress. 



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Industrial Upgrading and Integration. Within the context of "Jianchang Bang" industrial development, the 

introduction of modern technological methods can drive industrial transformation and upgrading. While preserving 

the essence of ancient "paozhi" methods, the application of automated production lines and intelligent monitoring 

systems can enhance the efficiency and quality stability of medicinal material processing. This approach also 

minimizes human error, allowing the centuries-old techniques to better adapt to the demands of large-scale 

production. Simultaneously, leveraging local ecological advantages, we can attract leading Chinese medicine 

enterprises to establish operations, supporting the development of medicinal material cultivation, processing, and 

logistics, thereby creating an industrial cluster effect. Furthermore, we can extend development into specialized 

projects such as medicinal cuisine for health preservation and traditional Chinese medicine experience tours. This 

involves transforming "paozhi" workshops and cultivation bases into cultural display windows, enabling tourists 

to personally participate in medicinal material harvesting and ancient "paozhi" activities, thus establishing a 

"medicine-tourism integration" model. Through collaboration with universities and research institutions, we can 

develop innovative products like portable paste formulas and herbal skincare products tailored to the health needs 

of modern individuals. This approach both preserves the wisdom of ancient formulas and opens up new markets. 

This strategy allows us to safeguard the "roots" of authentic medicinal materials while utilizing technology and 

innovation to grow "new branches", enabling the traditional techniques of the "Jianchang Bang" to flourish in the 

health industry, cultural heritage, and other fields, thereby driving the characteristic and sustainable development 

of the local economy. 

Integration into the Education System. In terms of theoretical courses, we can offer subjects such as the history 

and culture of the "Jianchang Bang", the fundamentals of Chinese pharmacology, and the recognition of Chinese 

medicinal materials. Through systematic theoretical study, students will gain an understanding of the development 

history of the "Jianchang Bang" and its position in Chinese medicine. For practical courses, we can arrange for 

students to engage in exercises such as medicinal material identification and practical operation of "paozhi" 

techniques. For example, students can learn to use traditional tools like the "Lei Gong Pao" and "Jian Dao" and 

undergo practical operation training. We can organize experts to compile teaching materials on the "paozhi" 

techniques of "Jianchang Bang" Chinese medicine, covering history, theory, and practical operation guidelines. 

We can also record operational videos of the traditional "paozhi" techniques of the "Jianchang Bang" to help 

students more intuitively understand the technical essentials of each step. We will provide professional training 

for teachers to ensure they possess the ability to impart traditional "paozhi" techniques and modern teaching 

methods. We will regularly invite industry experts and master-level figures to give lectures or conduct exchanges, 

increasing the practicality and authority of the courses. We will establish laboratories equipped with necessary 

"paozhi" tools and equipment to simulate a real Chinese medicine "paozhi" environment. We will also establish 

off-campus internship bases, collaborating with local Chinese medicinal material enterprises to provide students 

with internship opportunities, allowing them to learn and practice in a real work environment. We will regularly 

hold "Jianchang Bang" culture festivals or skill competitions to showcase students' "paozhi" achievements, 

enhance the reputation of the school and the specialty. We will utilize online platforms and social media to 

disseminate knowledge and information related to the "Jianchang Bang", expanding its influence in society. We 

will regularly evaluate the practicality of teaching content and the learning outcomes of students, promptly 

adjusting teaching plans and methods. We will collect feedback from students and enterprises to continuously 

optimize course offerings and teaching methods. 

3. Concluding Remarks 

The modern inheritance of Traditional Chinese Medicine culture is not a simple return to the past, but rather the 

construction of a value expression system with contemporary characteristics, based on a deep understanding of the 

"unity of heaven and man" philosophical core of traditional medicine. The development practice of TCM brands, 

taking "Jianchang Bang" as a research model, demonstrates that the contemporary inheritance of traditional TCM 

culture requires both the determination to uphold the cultural roots and the innovative wisdom to keep pace with 

the times. In the context of globalization intertwined with localization, and the collision of tradition and modernity, 

the shaping of TCM brands is essentially a modern translation of cultural memory, and a creative transformation 

of the wisdom of traditional medicine. The core essence of the contemporary revival of time-honored TCM brands 

lies in constructing a dialogue mechanism between traditional medical values and modern consumer demands. The 

modern transformation of TCM brands requires the construction of a multi-dimensional and three-dimensional 

value network. This development strategy of "upholding the right path without exceeding the boundaries, 

innovating without departing from the origin" has found the best balance between tradition and modernity for 

TCM brands in the contemporary consumer market. Looking to the future, the revitalization of TCM brands needs 

to be strategically deployed with a broader perspective, so that TCM brands can truly achieve a leapfrog 



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development from traditional time-honored brands to modern health brands while safeguarding their cultural genes. 

Today, with the comprehensive promotion of the Healthy China strategy, the revitalization of TCM brands should 

become an important carrier for the creative transformation of traditional culture, allowing the art of the Yellow 

Emperor's Inner Canon to radiate eternal vitality in the new era. 

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