In this paper, a new variational model is proposed for image segmentation based on active contours, nonlinear diffusion and level sets. It includes a Chan-Vese model-based data fitting term and a regularized term that uses the potential functions (PF) of nonlinear diffusion. The former term can segment the image by region partition instead of having to rely on the edge information. The latter term is capable of automatically preserving image edges as well as smoothing noisy regions. To improve computational efficiency, the implementation of the proposed model does not directly solve the high order nonlinear partial differential equations and instead exploit the efficient alternating direction method of multipliers (ADMM), which allows the use of fast Fourier transform (FFT), analytical generalized soft thresholding equation, and projection formula. In particular, we creatively propose a new fast algorithm, normal vector projection method (NVPM), based on alternating optimization method and normal vector projection. Its stability can be the same as ADMM and it has faster convergence ability. Extensive numerical experiments on grey and colour images validate the effectiveness of the proposed model and the efficiency of the algorithms.