In the present paper, we prove the existence, non-existence and multiplicity of positive normalized solutions (λc, uc) ∈ ℝ × H1 (ℝN) to the general Kirchhoff problem
\(-M\left(\int_{\mathbb{R}^N}\vert\nabla u\vert^2 {\rm d}x\right)\Delta u +\lambda u=g(u)~\hbox{in}~\mathbb{R}^N, u\in H^1(\mathbb{R}^N),N\geq 1,\)
satisfying the normalization constraint \(\int_{\mathbb{R}^N}u^2{\rm d}x=c\) , where M ∈ C([0, ∞)) is a given function satisfying some suitable assumptions. Our argument is not by the classical variational method, but by a global branch approach developed by Jeanjean et al. [J Math Pures Appl, 2024, 183: 44–75] and a direct correspondence, so we can handle in a unified way the nonlinearities g(s), which are either mass subcritical, mass critical or mass supercritical.