Research on the Promotion Path of E-Commerce Communication of Chinese Medicine Health Preservation Culture from the Perspective of “Healthy China”

随着人们健康意识的不断提高以及对健康生活方式的追求，健康问题成为人们关注的热点，“健康中国”战略应运而生。中医药养生文化作为中华民族智慧的结晶，根植于中医药、食疗和养生之道，蕴含着丰富的哲学思想，养生理念和实践经验，守护着世世代代中华儿女的身体健康。随着时代的发展，当代人们对养生的需求日益增加，将中医药养生文化与电商传播相结合，不断满足人民日益增长的健康需要。深入研究中医药养生文化与电商传播的内在逻辑，以“健康中国”战略为契机，探索出一条中医药养生文化与电商传播融合发展的道路，对推进中医药养生文化的发展，提升全民健康具有重要意义。With the continuous improvement of people’s health awareness and the pursuit of a healthy lifestyle, health issues have become a hot topic of public concern, and the “Healthy China” strategy has emerged as the times require. Traditional Chinese Medicine (TCM) wellness culture, a crystallization of Chinese wisdom, is deeply rooted in TCM principles, dietary therapy, and wellness practices. It embodies rich philosophical thought, health-preserving concepts, and practical experience, safeguarding the health of the Chinese people for generations. With societal development, contemporary demand for wellness practices is increasing. Integrating TCM wellness culture with e-commerce dissemination effectively meets the growing health needs of the population. Deeply exploring the internal logic between TCM health preservation culture and e-commerce communication, and taking the “Healthy China” strategy as an opportunity to explore a path for the integrated development of TCM health preservation culture and e-commerce communication, is of great significance for promoting the development of TCM health preservation culture and improving national health.