The new era of socialism with Chinese characteristics puts forward new requirements for the national image and the self shaping ability of the national image. Starting with the practical needs of national image construction in the new era, taking the shaping and communication practice of "hospitable" image in Shandong Province as an example, this paper combs the experience in the structure, formation and communication path of regional and national image, so as to summarize the basic structure of "core layer" and "extension layer" of national image, And further put forward the strategy to improve the self shaping ability of national image supported by cultural self-confidence <<