Traditional Chinese medicine health products refer to health foods that use Chinese medicinal materials or Chinese herbal pieces as raw materials, scientifically extracted and prepared, and have the functions of regulating human body functions, preventing diseases, maintaining health, and delaying aging.

As a traditional health product, traditional Chinese medicine health products are favored by consumers. The market size of China's health care products will reach 328.2 billion yuan in 2023 and is expected to reach 423.7 billion yuan in 2027. With the improvement of consumer health awareness, "silver-haired people" and "younger generation" will be the main drivers of industry growth. Scientific and technological progress drives the upgrading of products and services, and the future of the health care industry can be expected.

However, the market of traditional Chinese medicine health products is also faced with problems such as product quality, safety and authenticity of publicity, which affect the trust and satisfaction of consumers.

Among the factors that consumers pay attention to when buying health products, the top three are function, product composition and product qualification, accounting for 91.7 percent, 91.2 percent and 88.1 percent respectively. The competition in the health care product industry is fierce, and problems such as false publicity and product safety are prominent. After the supervision becomes stricter, the health care product industry will become increasingly standardized. Health care products enterprises need to improve product quality and safety, expand diversified categories, and fully face the new opportunities and challenges of the health industry.

In order to understand the needs, preferences and satisfaction of consumers of traditional Chinese medicine health products, this paper uses questionnaires and in-depth interviews to investigate consumers of different ages, genders, education levels and income levels. This paper analyzes the consumer's cognition of traditional Chinese medicine health care products, purchase motivation, purchase channels, purchase frequency, purchase amount, use effect, loyalty and other aspects of the situation, as well as the main factors affecting consumer satisfaction. This paper also incorporates the Champ Consulting

The specific case of market research and consulting services of traditional Chinese medicine health products provided to its customers shows how to use the research method of this paper to provide effective market strategy suggestions for traditional Chinese medicine health products enterprises. The results of this paper have important reference value for Chinese medicine health products enterprises to understand consumer demand, improve product quality and service level, enhance consumer trust and satisfaction, and expand market share.

1. research methods

In this paper, a combination of quantitative and qualitative research methods, respectively, the use of questionnaires and in-depth interviews, the Chinese medicine health care products consumers were investigated.

1. Questionnaire survey

Questionnaire survey is a commonly used data collection method, through the design of a series of questions, to the target population questionnaire, collect their answers, so as to understand their basic situation, attitude, behavior, opinions and so on. According to the characteristics of traditional Chinese medicine health care products, the questionnaire in this paper has been modified and supplemented appropriately, and a total of 18 questions have been designed, covering the basic information of consumers, the use of traditional Chinese medicine health care products, purchase behavior, satisfaction and so on.

The questionnaire survey in this paper uses the way of network distribution, through WeChat, QQ, Weibo and other social media platforms, to send questionnaire links to consumers of different ages, genders, education levels and income levels, inviting them to fill in the questionnaire. The questionnaires were distributed from May 1, 2023 to May 15, 2023. A total of 3000 questionnaires were distributed and 2817 valid questionnaires were recovered, with an effective recovery rate of 93.9. The data analysis of the questionnaire uses SPSS software, uses descriptive statistics, cross-analysis, factor analysis, cluster analysis and other methods, collates and summarizes the answers of consumers, and draws some valuable.Conclusion。

2. In-depth interviews

In-depth interview is a qualitative research method, through face-to-face or telephone conversation with the target population, in-depth understanding of their thoughts, feelings, motivations, experiences, etc., so as to obtain more rich and detailed information. The in-depth interview in this paper mainly refers to the 8 survey reports on the acceptance of traditional Chinese medicine, and makes appropriate modifications and supplements according to the characteristics of traditional Chinese medicine health products. A total of 10 questions are designed, involving consumers' cognition, attitude, trust and expectation of traditional Chinese medicine health products. See Appendix II for details of the interview.

The in-depth interview of this paper adopts the method of telephone interview. From the recovery sample of questionnaire survey, 30 consumers are randomly selected to conduct telephone interview, and each interview time is about 15 minutes. The recordings and notes of the interview were collated and analyzed, resulting in some valuable insights.

2. research results

The results of this paper are divided into two parts, one is the results of the questionnaire survey, the other is the results of in-depth interviews.

1. The results of the questionnaire

This part mainly carries on the descriptive statistics, cross analysis, factor analysis, cluster analysis and other methods to the survey data, and draws the followingConclusion：

(1) Basic information of consumers

The sample of this paper contains 2817 valid respondents, of which 47.3 per cent are male and 52.7 per cent are female. The age distribution is 19.4 per cent for 18- 25 years old, 28.6 per cent for 26- 35 years old, 24.7 per cent for 36- 45 years old, 16.8 per cent for 46- 55 years old and 10.5 per cent for over 56 years old. The distribution of education level is 3.2 per cent for junior high school and below, senior high school/Secondary specialized school accounted for 11.4 per cent, junior college 28.9 per cent, undergraduate 40.2 per cent, master's and above 16.3 per cent; Income levels were distributed as 10.1 per cent below 3000 yuan, 23.4 per cent between 3000 and 5000 yuan, 28.7 per cent between 5000 and 8000 yuan, 21.5 per cent between 8000 and 12000 yuan and 16.3 per cent above 12000 yuan. From these data, it can be seen that the questionnaire sample in this paper is representative and can reflect the situation of consumers of different genders, ages, education levels and income levels.

(2) Consumer use of traditional Chinese medicine health products

The results of the questionnaire survey in this paper show that consumers' use of traditional Chinese medicine health products is as follows:

The proportion of Chinese medicine health care products: In the questionnaire sample of this article, 88.2 percent of consumers said they had used Chinese medicine health care products, and only 11.8 percent of consumers said they had not used Chinese medicine health care products. This shows that Chinese medicine health care products have a high penetration rate and acceptance among consumers.

Purpose of using traditional Chinese medicine health care products: In the questionnaire sample of this paper, the main purposes of consumers using traditional Chinese medicine health care products are to improve immunity (76.3 per cent), supplement nutrition (68.9 per cent), prevent diseases (64.7 per cent), regulate body functions (59.4 per cent), delay aging (51.2 per cent), treat diseases (38.6 per cent), beautify skin (36.5 per cent), lose weight and shape (22.1 per cent), etc. This shows that consumers have a more comprehensive and diverse understanding and expectation of the function of traditional Chinese medicine health products, not only pay attention to the health care function of traditional Chinese medicine health products, but also pay attention to the treatment and beauty function of traditional Chinese medicine health products.

Types of Chinese medicine health products used: In the questionnaire sample of this paper, the types of TCM health products most commonly used by consumers using TCM health products are honey (72.4 per cent), medlar (69.8 per cent), ganoderma lucidum (58.3 per cent), ginseng (54.6 per cent), bird's nest (48.9 per cent), donkey-hide gelatin (46.2 per cent), pilose antler (41.7 per cent), cordyceps sinensis (39.5 per cent), notoginseng (35.8 per cent) and angelica (33.1 per cent). This shows that consumers have a wide range of choices for the types of Chinese medicine health products, including not only some common Chinese medicinal materials, but also some precious Chinese medicinal materials.

Frequency of use of TCM health products: In the questionnaire sample of this paper, the frequency distribution of use of TCM health products by consumers is 38.7 per cent daily, 28.4 per cent weekly, 18.6 per cent monthly and 14.3 per cent irregular. This shows that consumers have a more regular and continuous habit of using traditional Chinese medicine health products, and most consumers use traditional Chinese medicine health products at a daily or weekly frequency.

Amount of Chinese medicine health care products: In the questionnaire survey sample in this paper, the amount of Chinese medicine health care products used by consumers is distributed as 23.5 per month below 100 yuan, 34.2 per cent for 100- 300 yuan, 21.7 per cent for 300- 500 yuan, 13.4 per cent for 500- 1000 yuan and 7.2 per cent for consumers above 1000 yuan. This shows that consumers have a more reasonable and moderate investment in the use of traditional Chinese medicine health products, and most consumers use traditional Chinese medicine health products in the amount of 100- 500 yuan per month.

(3) Consumer buying behavior

The results of the questionnaire survey in this paper show that consumers' purchasing behavior is as follows:

Motivations for buying TCM health products: In this sample of questionnaires, the main purchase motives of consumers buying TCM health products are their own needs (82.4 per cent), the recommend of relatives and friends (67.3 per cent), the advice of doctors (54.1 per cent), the influence of advertising (42.7 per cent), information from the Internet (38.9 per cent), and the introduction of salespeople (32.6 per cent). This shows that the motivation of consumers to buy traditional Chinese medicine health products has both active and passive sides, which is not only driven by their own needs and health awareness, but also induced by external information and influence.

Channels of purchase of traditional Chinese medicine health products: In this questionnaire sample, the main purchase channels of consumers who purchase traditional Chinese medicine health products are pharmacies (74.6 percent), online stores (69.2 percent), supermarkets (58.7 percent), specialty stores (47.3 percent), direct sales (36.5 percent), and micro-businesses (31.8 percent). This shows that the channels for consumers to purchase traditional Chinese medicine health products have more diversified and convenient characteristics, including both traditional offline channels and emerging online channels.

Reference factors for purchasing TCM health products: In the questionnaire sample of this paper, the main reference factors for consumers purchasing TCM health products are the function of the product (91.7 percent), the composition of the product (91.2 percent), the qualification of the product (88.1 percent), the price of the product (85.6 percent), the brand of the product (83.4 percent), the reputation of the product (81.7 percent), the packaging of the product (76.3 percent), and the shelf life of the product (74.9 percent). This shows that the reference factors for consumers to buy traditional Chinese medicine health products have a more comprehensive and detailed consideration, not only pay attention to the internal quality and effect of the product, but also pay attention to the external image and value of the product.

(4) Satisfaction of consumers

The results of the questionnaire survey in this paper show that consumer satisfaction is as follows:

The effect of using traditional Chinese medicine health care products: the effect of using traditional Chinese medicine health care products in this paper: in the questionnaire survey sample of this paper, the evaluation distribution of consumers using traditional Chinese medicine health care products to the use effect is very satisfied with 12.4, satisfied with 54.7, generally 27.6, dissatisfied with 4.3, very dissatisfied with 1%. This shows that consumers have a more positive and positive evaluation of the use effect of traditional Chinese medicine health products, and most consumers believe that traditional Chinese medicine health products can achieve the expected functions and effects.

Loyalty in the use of traditional Chinese medicine health care products: in the questionnaire survey sample of this paper, the performance of loyalty of consumers using traditional Chinese medicine health care products is distributed as 46.8 percent who will continue to use traditional Chinese medicine health care products of the same brand, 38.2 percent who will continue to use traditional Chinese medicine health care products but not necessarily the same brand, 10.7 percent who will consider using other types of health care products, and 4.3 percent who will not use any more health care products. This shows that consumers' loyalty to traditional Chinese medicine health products is relatively stable and lasting. Most consumers are willing to continue to use traditional Chinese medicine health products, and more than half of them will insist on using the same brand of traditional Chinese medicine health products.

Factors affecting consumer satisfaction: In the questionnaire sample of this paper, consumers who use Chinese medicine health products have carried out factor analysis on the importance of the factors affecting satisfaction, and extracted four main factors, namely, product factor, service factor, trust factor and value factor. The product factor includes the product's function, composition, qualification, brand, word of mouth, etc., explaining 32.7 of the variance of consumer satisfaction; the service factor includes the product's purchase channels, after-sales service, complaint handling, etc., explaining 18.4 of the variance of consumer satisfaction; the trust factor includes the product's safety, authenticity, scientificity, etc., explaining 14.6 of the variance of consumer satisfaction; the value factor includes the price, cost performance, and packaging of the product and explains 11.3 percent of the variance in consumer satisfaction. This shows that consumers' satisfaction with traditional Chinese medicine health care products is affected by many aspects, among which product factor is the most important factor, followed by service factor, trust factor and value factor.

(5) Groups of consumers

In the questionnaire sample of this paper, consumers who use traditional Chinese medicine health care products have carried out cluster analysis according to their purpose of use, type of use, frequency of use, amount of use, effect of use, loyalty and other aspects, and obtained the following four types of consumers:

Health care consumers: This type of consumers accounts for 28.7. The main purpose of using Chinese medicine health products is to improve immunity, supplement nutrition, prevent diseases, etc. They use a wide range of Chinese medicine health products, and the frequency of use is more regular., The amount of use is relatively moderate, the use effect is more satisfied, and the same brand of Chinese medicine health products have a higher loyalty. This kind of consumers are the main consumer groups of traditional Chinese medicine health products. They have a clear and reasonable understanding of the function of traditional Chinese medicine health products, and they have higher requirements for the quality and service of traditional Chinese medicine health products.

Therapeutic consumers: The proportion of such consumers is 21.4. The main purpose of their use of traditional Chinese medicine health products is to treat diseases and regulate physical functions. The types of traditional Chinese medicine health products they use are more specific, the frequency of use is more frequent, the amount of use is relatively high, they pay more attention to the use effect, and have low loyalty to the same brand of traditional Chinese medicine health products. This kind of consumers are potential consumer groups of traditional Chinese medicine health care products. They have a more urgent and strong demand for the function of traditional Chinese medicine health care products, and they have a high sensitivity to the safety and authenticity of traditional Chinese medicine health care products.

Beauty consumers: this kind of consumers account for 18.6. Their main purpose of using traditional Chinese medicine health products is beauty, anti-aging, weight loss and shaping, etc. The types of traditional Chinese medicine health products they use are relatively novel, the frequency of use is relatively irregular, the amount of use is relatively volatile, the use effect is more harsh, and they have low loyalty to the same brand of traditional Chinese medicine health products. This kind of consumers are the emerging consumer groups of traditional Chinese medicine health care products. They have a more fashionable and personalized pursuit of the function of traditional Chinese medicine health care products, and they attach great importance to the brand and reputation of traditional Chinese medicine health care products.

Trial consumers: this kind of consumers account for 31.3. Their main purpose of using traditional Chinese medicine health care products is to try freshness, follow the trend and satisfy curiosity. The types of traditional Chinese medicine health care products they use are more casual, the frequency of use is relatively low, the amount of use is relatively small, the use effect is relatively indifferent, and they have no loyalty to the same brand of traditional Chinese medicine health care products. This kind of consumers are the marginal consumer groups of traditional Chinese medicine health care products. They have no clear and lasting understanding and expectation of the function of traditional Chinese medicine health care products. They have a high sensitivity to the price and channel of traditional Chinese medicine health care products.

2. Results of in-depth interviews

This part mainly collates and analyzes the recording and notes of the in-depth interview, and draws the following opinions:

(1) Consumer awareness of traditional Chinese medicine health products

The results of in-depth interviews in this paper show that consumers' perceptions of traditional Chinese medicine health products are as follows:

Definition of traditional Chinese medicine health care products: consumers have a more consistent and accurate understanding of the definition of traditional Chinese medicine health care products. Most consumers think that traditional Chinese medicine health care products are food with traditional Chinese medicine as raw materials and have health care effect, which is different from medicine, does not have therapeutic effect, and does not need prescription.

Advantages of traditional Chinese medicine health care products: consumers have a more recognized and appreciated attitude towards the advantages of traditional Chinese medicine health care products. Most consumers believe that traditional Chinese medicine health care products have the advantages of natural, safe, mild, effective and no side effects. Compared with western medicine health care products, it is more in line with the physique and habits of Chinese people.

Disadvantages of traditional Chinese medicine health care products: consumers have a more concerned and worried attitude towards the disadvantages of traditional Chinese medicine health care products. Most consumers think that traditional Chinese medicine health care products have disadvantages such as poor quality, potential safety hazards, false publicity, slow effect and high price. Compared with western medicine health care products, it is more difficult to gain the trust and recognition of consumers, and it is more necessary to strengthen supervision and regulation.

(2) Consumer attitudes towards traditional Chinese medicine health products

The results of in-depth interviews in this paper show that consumers' attitudes towards traditional Chinese medicine health products are as follows:

The acceptance of traditional Chinese medicine health care products: consumers have a more positive and open tendency to the acceptance of traditional Chinese medicine health care products. Most consumers are willing to try and use traditional Chinese medicine health care products, believing that traditional Chinese medicine health care products are a beneficial health choice and meet their own needs and expectations.

Usage habits of traditional Chinese medicine health care products: consumers' usage habits of traditional Chinese medicine health care products have relatively regular and continuous characteristics. Most consumers say that they will choose appropriate traditional Chinese medicine health care products according to their physical conditions and seasonal changes. According to the instructions or doctor's advice, use traditional Chinese medicine health care products regularly and appropriately.

The use effect of traditional Chinese medicine health care products: consumers have a more objective and rational judgment on the use effect of traditional Chinese medicine health care products. Most consumers say that they will evaluate the use effect of traditional Chinese medicine health care products according to their own feelings and observations, and will not blindly believe or deny the functions and effects of traditional Chinese medicine health care products.

(3) Consumer trust in traditional Chinese medicine health products

The results of in-depth interviews in this paper show that consumers' trust in traditional Chinese medicine health products is as follows:

Safety of traditional Chinese medicine health products: consumers have a more cautious and vigilant attitude towards the safety of traditional Chinese medicine health products. Most consumers say that they will carefully check the ingredients, qualifications, labels, instructions and other information of the products before purchasing and using traditional Chinese medicine health products, so as to avoid using expired, fake and inferior traditional Chinese medicine health products to prevent adverse reactions or side effects.

The authenticity of traditional Chinese medicine health products: consumers have a more skeptical and unbelieving attitude towards the authenticity of traditional Chinese medicine health products. Most consumers say that they will have a reserved and critical attitude towards the publicity and advertising of traditional Chinese medicine health products. They do not believe in the exaggerated and false functions and effects of traditional Chinese medicine health products, nor do they believe in the so-called authority and expert recommend and certification of traditional Chinese medicine health products.

The scientific nature of traditional Chinese medicine health products: consumers have a more recognition and respect for the scientific nature of traditional Chinese medicine health products. Most consumers say that they will be interested and curious about the principles and mechanisms of traditional Chinese medicine health products. I believe that traditional Chinese medicine health products have scientific basis and support, and I also believe that traditional Chinese medicine health products have rich experience and inheritance.

(4) Consumer expectations of traditional Chinese medicine health products

The results of in-depth interviews in this paper show that consumers' expectations for traditional Chinese medicine health products are as follows:

The quality of traditional Chinese medicine health products: consumers have high expectations and requirements for the quality of traditional Chinese medicine health products. Most consumers express the hope that traditional Chinese medicine health products can ensure the quality of product functions, ingredients, qualifications and other aspects, improve the safety and effectiveness of products, and reduce adverse reactions and side effects of products.

The service of traditional Chinese medicine health care products: consumers have high expectations and requirements for the service of traditional Chinese medicine health care products. Most consumers express the hope that traditional Chinese medicine health care products can provide more purchase channels and ways, improve the level of after-sales service and complaint handling of products, and increase the content of product use guidance and consultation.

The trust of traditional Chinese medicine health care products: consumers have high expectations and requirements for the trust of traditional Chinese medicine health care products. Most consumers express the hope that traditional Chinese medicine health care products can improve the authenticity and scientific nature of products, reduce false and exaggerated publicity and advertising of products, and increase the authority and professional certification and recommend of products.

3. case analysis

This paper also combines the specific cases of market research and consulting services of traditional Chinese medicine health products provided by Shangpu Consulting Company for its customers, and shows how to use the research method of this paper to provide effective market strategy suggestions for traditional Chinese medicine health products enterprises.

1. Case background

Shangpu Consulting Company is a professional market research and consulting service organization, with many years of industry experience and professional team, providing customized solutions for customers in all walks of life. One of the clients of Shangpu Consulting Company is a traditional Chinese medicine health products enterprise, which mainly produces and sells traditional Chinese medicine health products with ginseng as the main raw material, including ginseng tablets, ginseng powder, ginseng tea, ginseng capsules and other forms of products. The company has a high reputation and reputation in the Chinese medicine health care product market, but in recent years, it has faced intensified market competition and changes in consumer demand, which has led to a decline in its market share and profit margin. It is urgent to conduct market research and consultation to understand Consumers' needs, preferences and satisfaction, formulate effective market strategies, and enhance product competitiveness and brand value.

2. Case Process

The following market research and consulting services were provided to this client by Champ Consulting:

Step 1: Determine the purpose and scope of the study. Shangpu Consulting Company has conducted in-depth communication and exchanges with customers, understood the customer's background, problems, goals and expectations, and determined that the purpose of the research is to understand the needs, preferences and satisfaction of Chinese medicine health products consumers, and to provide customers with effective Market strategy recommendations. The scope of the study is that China is the main market, consumers who use or are willing to use traditional Chinese medicine health products are the main objects, and ginseng-type traditional Chinese medicine health products are the main products.

Step 2: Design research methods and tools.

Step 3: Execute the research plan and collect data. According to the research methods and tools, Champ Consulting has developed a detailed research plan and schedule, allocated professional research teams and resources, carried out research activities such as questionnaires and in-depth interviews, and collected a large amount of effective data and information.

Step 4: Analyze the findings and make recommendations. According to the purpose and scope of the research, Shangpu Consulting Company systematically collated and analyzed the collected data and information, and used descriptive statistics, cross-analysis, factor analysis, cluster analysis and other methods to obtain some valuable information about the needs, preferences and satisfaction of consumers of Chinese medicine health products.Conclusionand insights, according to theseConclusionand insights, the following market strategy recommendations for clients:

Improve product quality and safety. The quality and safety of products are the most important reference factors for consumers to traditional Chinese medicine health care products, and also the most important influencing factors affecting consumer satisfaction. Customers should strengthen the quality control of product functions, ingredients, qualifications, etc., to ensure product safety and effectiveness, reduce product adverse reactions and side effects, and improve consumer trust and satisfaction.

Improve the level and quality of service. The level and quality of service is the second important reference factor for consumers to Chinese medicine health products, and it is also the second important factor affecting consumer satisfaction. Customers should provide more purchase channels and methods, improve the level of product after-sales service and complaint handling, increase product use guidance and consultation content, and improve consumer convenience and satisfaction.

Increase the degree and scope of trust. The degree and scope of trust is the third important reference factor of consumers to traditional Chinese medicine health care products, and it is also the third important factor affecting consumer satisfaction. Customers should improve the authenticity and scientific nature of the product, reduce the false and exaggerated publicity and advertising of the product, increase the authority and professional certification and recommend of the product, and improve the recognition and satisfaction of consumers.

enhance the perception and experience of value. The perception and experience of value is the fourth important reference factor for consumers to traditional Chinese medicine health care products, and it is also the fourth important influencing factor affecting consumer satisfaction. Customers should improve the price and cost performance of products, improve product packaging and image, improve product functions and effects, and increase consumer expectations and satisfaction.

Step 5: Submission of research reports and follow-up services. According to the results and suggestions of the research, Shangpu Consulting Company wrote a detailed research report, including the background, purpose, scope, methods, tools, processes, results, analysis, suggestions and other contents of the research, as well as some relevant charts, data, appendices and other information, submitted the research report to the customer, and conducted in-depth communication and discussion with the customer, answered the customer's questions and feedback, and provided follow-up service and support for the customer.

3. Case effect

The results of the market research and consulting services provided by Champ Consulting to this client are as follows:

The customer expressed a high degree of satisfaction and appreciation for the service of Shangpu Consulting Company. They believed that the service of Shangpu Consulting Company was professional, efficient and considerate, providing customers with valuable data and information, and providing customers with useful suggestions and solutions.

According to the suggestions of Shangpu Consulting Company, the customer has improved and optimized the quality, service, trust and value of its products, which has enhanced the competitiveness and brand value of the products, enhanced the demand, preference and satisfaction of consumers, and increased the market share and profit margin.