An important way for the world to understand China is to establish a good national image and implement China’s national image strategy. China’s national image strategy should summarize China’s experience and develop China’s theory. The concept, main characteristics, and influencing factors of national image strategy are the basis and premise for expounding the theory of China’s national image strategy. The national image strategy is the science and art of a sovereign country to mobilize, tap, coordinate, and integrate various strategic resources through the comprehensive use of political, economic, cultural, communicative, and other means to shape the ideal image of the country for the realization of national interests.It is value-oriented and features win-win cooperation, mutual learning among civilizations, and communication in adaptable ways. It is influenced by the sense of nationhood, national interests, national identity, national strength, national environment, and other factors.Derived from the practice of China’s national image strategy, the theory of China’s national image strategy insists on combining the basic principles of Marxism with the practical conditions of China and the good traditional Chinese culture. It is guided by Xi Jinping Thought on Socialism with Chinese Characteristics for a New Era. Its connotation and main contents will be improved with the development of Socialism with Chinese characteristics and the changes of the times.The innovation in the theory and practice of China’s national image strategy is of great significance for establishing a good image of China, making China’s voice heard, and winning the respect of the international community.