Author(s)

Han Hu

Corresponding Author

Han Hu

ABSTRACT

As a new type of employment and entrepreneurship channel, micro-business has enriched the tertiary industry and reduced the risk of employment and entrepreneurship. It is of substantial significance to analyze the current situation and existing problems of college students' micro-business. Taking "Internet +" as the background, this paper analyzes the current situation of college students' micro-business startup, and finds that there are mainly difficulties in micro-commercial rights protection, procurement channels to be regulated, single propaganda means, violent screen rebellion, backward marketing model, customer trust crisis, entrepreneurial groups A series of problems such as fragmentation and difficult maintenance of the business circle. Based on the perspective of multi-governance, it analyzes from the level of government supervision, college support, consumer psychology, and management ability, and re-clears the major context of micro-business entrepreneurship, from policy norms, government supervision, college support, consumer psychology and management. Five aspects of the level to construct a path to solve the dilemma of college students' micro-business.

KEYWORDS

college students micro-business, employment and entrepreneurship, Internet +, multiple governance