本文对21世纪以来中国国家形象建设的理念变迁和实践历程做宏观层面的回顾、总结和展望，可以发现，国家形象建设已成为国家层面的重要战略议题。近年来，中国国家形象建设的基本理念已经逐步成型，即将中国的国家形象塑造为“文明大国”“东方大国”“负责任大国”和“社会主义大国”。因此，中国国家形象建设的总体目标、关键主题、策略方法被进一步提出并得到初步性的阐发。借助于皮尤研究中心的“全球态度与趋势调查”、英国广播公司（British Broadcasting Corporation，以下简称BBC）的“环球扫描调查”，以及中国外文局对外传播研究中心每年一度的“中国国家形象全球调查”数据，对中国国家形象传播的历史轨迹和现实状况进行梳理，并揭示存在的问题。基于上述考察和分析的结果，进一步论述中国国家形象建设面临的未来挑战，并从理念与制度、话语体系和内容生产、渠道选择与组合、效果导向的确立与贯彻四个方面，提出可以实施的相应对策。
From the macro level，this paper reviews，summarizes and prospects the idea’s change and practice of China’s national image in the new century. After nearly 20 years of development，the construction of China’s national image has become an important strategic issue at the national level. And the basic idea of this national strategic issue has been gradually formed，which is about to build China into a “civilized country”，“great oriental country”，“responsible country” and “socialist country”. Around the idea，the overall objectives，key themes and strategies of China’s national image construction are put forward and analyzed preliminarily. In this paper，based on data from “Global Attitudes & Trends by Pew Research Center”，“BBC’s GlobeScan Survey” and “China’s National Image Survey”，we comb the history and reality of China’s image communication，and then reveal its existing problems. According to the above investigation and analysis，this paper also expounds the future challenges of construction of China’s national image，and puts forward some countermeasures to be implemented from four aspects：ideas and system；discourse system and content production；selection and combination of channels；establishment and implementation of effect-oriented.
