在漫长的历史演变中,中国的地位起起伏伏。在全球化语境中的中国重新回到世界面前。笔者认为中国正在实施的“走出去”宣传战略是“中国”国家品牌战略。在“中国”主体品牌及其旗下的系列品牌传播中,“中国人”、“中国文化”是主要元素。人是“中国”品牌传播的主要要素。中国文化是全人类的宝贵财富,“中国文化”传播是“中国”品牌传播的核心内容之一。 In the long history of evolution, China’s position has fluctuated. China in the Context of Globalization Back to the World The author believes that China is implementing the “going out ” propaganda strategy is “China ” national brand strategy. In the “China” main brand and its series of brand communication, “Chinese”, “Chinese culture” is the main element. People are the main elements of “China” brand communication. Chinese culture is a treasure of all mankind. “Communication of” Chinese culture “is one of the core contents of” China "brand communication.