through investigation and research，this paper understands the status quo of cultural identity，utilization and difference of traditional Chinese medicine among urban and rural residents，analyzes the influencing factors of cultural identity of traditional Chinese medicine，collects data through questionnaire，and on the basis of data results，understands the status quo of cultural identity of traditional Chinese medicine，and puts forward more practical suggestions for the development of traditional Chinese medicine. During the epidemic period，traditional Chinese medicine plays an important role in the prevention and control of the epidemic. Urban and rural residents have significantly improved their identification with the concept，emotion and behavior of traditional Chinese medicine. They have more trust in the content and form of traditional Chinese medicine. They will be more active in acquiring knowledge of traditional Chinese medicine and seeking treatment methods of traditional Chinese medicine. They are more willing to use traditional Chinese medicine in behavioral tendency.