Abstract: The development of the Chinese medicine industry witnesses the opportunities, luck and efforts, as well as the challenges of the Chinese medicine culture’s self-consciousness, identity and lack of self-confidence. This paper examines some basic elements in Traditional Chinese Medicine (TCM), such as its overall view, its preventive treatment of disease, its advantages and characteristics, its theoretical system, its technological development, its effects, the ecological environment for its development, etc. The major influencing factors are also explored, including university’s dysfunctions, outdated personnel training mode, lack of the teachers’ sense of mission, limitions of Chinese medicine, increasing westernization of Chinese medicine, social cognitive deviation, etc. We put forward such cultivating paths as strengthening the toplevel design, enhancing cultural consciousness, improving teachers’ professionalism, reforming personnel training mode, advancing the innovation of traditional Chinese medicine, fostering university culture, expanding communication and mutual learning. We strive to explore the cultivation of TCM cultural identity in college students, to provide practical guidance and reference for establishing and strengthening college students’ confidence in Chinese medicine culture.

Key words: Chinese medicine culture, the university, teachers, college students, cultural identity, cultural confidence