CAJ | 학술논문

国家形象是实现国家利益的“无形资产”和“声誉资本”，伴随着全球化程度的深化，国家形象的建构十分迫切。根据英国智库BBC Global Scan最近10年来发布的各国国家形象评估报告，中国国家形象的国际认知呈现出“外在形象”危机、“地域性”差异，以及“自我认知”与“他者认知”不平衡的现象。BBC Global Scan对世界各国的国家形象进行多年的跟踪调查，对其相关数据进行抽样定量统计和剖析，无疑能够洞察关于中国国家形象的诸如国际认知的多元分化、多极差异甚至偏差较大的“症状”以及“症状”背后的“价值差异”等深层原因，从而为中国国家形象的良性建构提供理论和政策参考。
국가형상시실현국가이익적“무형자산”화“성예자본”，반수착전구화정도적심화，국가형상적건구십분박절。근거영국지고BBC Global Scan최근10년래발포적각국국가형상평고보고，중국국가형상적국제인지정현출“외재형상”위궤、“지역성”차이，이급“자아인지”여“타자인지”불평형적현상。BBC Global Scan대세계각국적국가형상진행다년적근종조사，대기상관수거진행추양정량통계화부석，무의능구동찰관우중국국가형상적제여국제인지적다원분화、다겁차이심지편차교대적“증상”이급“증상”배후적“개치차이”등심층원인，종이위중국국가형상적량성건구제공이론화정책삼고。
National image is an “intangible asset” and “reputation capital” of realizing national interests. With the development of globalization, it is urgent for China to construct its national image. According to the evaluation reports of national images issued by BBC Global Scan in recent ten years, the perception of China's image presents a relatively negative picture in terms of crisis of“international image”,“regional differences”, and imbalance between “self-knowledge” and “others' recognition”. BBC Global Scan has been conducting follow-up investigation into the national images of many countries for a couple of years. With quantitative statistics and analysis of relevant data via sampling, BBC's investigation undoubtedly offers an insight into the “symptoms” of China's image such as divided and different international perceptions, multipolar difference and even enormous divergence, and provides an explanation of the reasons behind these “symptoms”like “value difference”, so as to offer theoretical support and reference in building a positive image for China.