The Strategic Analysis of Chinese Overseas Cultural Image Structured by Social Media-- Example by the level of Year 2015 Renmin Ribao （English website） on Facebook is actively used

文化形象作为国家软实力的重要组成部分，在国际上能够增加一个国家的“声誉资本”。从文化的外侧来了解另一种文化，依据的是他国自身的价值观和文化观，对对方国家文化形象的理解很难做到相对客观、全面。因此，中国海外的文化形象需要本国的海外媒体进行塑造，无论是过去的、现在的和将来的文化形象，都需要这些公众外交的共同努力，以便传播一个尽可能真实的中国文化形象。社交媒体作为web2．0时代不可缺少的传播媒介，其“多结点扩散”的特质，在有效传播中国文化形象方面有着其他媒介无法比拟的优越性。本文第一节主要介绍了在社交媒体的支撑下构建中国海外文化形象的必要性，第二节通过统计人民日报（英文站）在2015年下半年发布的消息，分析作为Facebook上第二大粉丝量的报业是否有充分利用这个优势传播文化形象。第三节根据数据分析结果，借用管理学模型为中国海外文化形象构建提出一些策略和建议。As an important component of the soft power of a country, cultural image can increase reputation capital of any country internationally. To understand another culture through its outside depends on the value and cultural outlook of other country. It＇s hard to comprehend the cultural image of other country both objectively and comprehensively. Therefore, Chinese cultural image needed to be shaped by its own overseas media. In the past and at present, or even in the future, the endeavor of public diplomacy is needed to spread authentic Chinese culture as much as possible. As an indispensable media of web2.0, the superiority of social media to spread Chinese culture is something unmatched with its specialty features. The first section of this issue mainly introduces the necessity of structuring Chinese overseas cultural image under the prop of social media. The second section analyses the people＇s daily（ English site）as the second largest followers press union in Facebook by its statistics issued in the second half of 2015, in order to find out whether if people＇s daily（English site） has made the best of it to spread cultural image. The third second offers some strategy and advice for Chinese overseas cultural image through the mode of management according to above-mentioned date analysis