DOI: 10.11648/j.ss.20241303.11 ISSN: 2326-988X

A Study on Rural Entrepreneurial Behaviour and Strategies of College Students in the Context of Shared Prosperity

Lijuan Zhu
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Rural entrepreneurship serves as a concrete manifestation of college students' active engagement in youth-building actions. Vigorously fostering a group of ambitious, dedicated, adaptable, and sustainable rural talents is not only a crucial initiative for advancing "mass entrepreneurship and innovation" but also an effective pathway for promoting the growth and success of university students, enabling them to realize their life values. Additionally, it provides substantial support for the achievement of shared prosperity. Therefore, while meeting the developmental needs of college students, attracting young individuals to actively participate in rural practices and transitioning from being "attracted" to "settling down" is an essential strategy for alleviating employment pressures and addressing the weaknesses in rural development. This study analyzes the challenges and influencing factors in the rural entrepreneurial journey of college students, delving into the behavioral logic and implementation pathways that lead to their engagement. It also proposes corresponding strategies for enhancing the "coupling degree" between college students and rural development, providing recommendations for the latter part of the discourse on college students' rural entrepreneurship. Rural areas should enhance their service capabilities, collaboratively empower and consolidate resources, and strive to provide efficient and high-quality service support for college students engaged in rural innovation and entrepreneurship. A comprehensive support system for college student rural entrepreneurship, consisting of a tripartite collaboration among the government, universities, and rural communities, and encompassing educational guidance, policy support, financial assistance, and service guarantees, should be constructed. This multi-faceted approach will foster a positive atmosphere encouraging college students to actively participate in rural innovation and entrepreneurship initiatives.

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