This research uses "Hunan image" as the key words, selects the literature related to the image of Hunan Province in CNKI, and adopts the bibliometric analysis method to analyze the research of Hunan image from the perspectives of the annual number of literature, research topics, publications, fund projects, etc. The study found that the changes of Hunan image research are centered on the needs of the country, region and industry. The main body of research is mainly concentrated in Hunan Province. The research results have insufficient influence in the country and the world. There is still a large demand for Hunan image research and Hunan image construction. The gap needs to be further studied.