2018年是国际社会风云变幻的一年。本文梳理了2018年中国国家形象传播面临的新形势、新挑战、新机遇，在此基础上，从主体视角分析了中国政府、企业和国民形象传播的基本状况。就2018年中国国家形象传播的基本状况来看，国际社会对中国的关注度逐渐提升，且对中国的态度转向理性和现实。但就具体态度而言，中国既需要改变国际社会对中国的固有成见，又需要在新形势、新挑战下做好中国发展理念的阐释与传播，让世界认识一个真实的中国。
The year 2018 is a year of changes in the international community. This paper sorts out the new situation，new challenges and new opportunities faced by China’s national image communication in 2018. On this basis，it analyzes the basic situation of the image communication of the Chinese government，enterprises and citizens from the perspective of the subject. In terms of the basic situation of China’s national image communication in 2018，the international community is gradually paying more attention to China，and its attitude towards China is becoming rational and realistic. But in terms of its specific attitude，China needs to change the international community’s inherent prejudice against China. At the same time，China needs to interpret and disseminate its development concept in the new situation and challenges so that the world can know the real China.
