Abstract: The research analyzes the dilemma of College Counselors' innovation and Entrepreneurship from Internet plus three aspects, including the university students, school system and counselors. In light of the problems, it clearly defines the responsibilities and responsibilities of counselors in self responsibility recognition, student psychological counseling and personal comprehensive ability promotion, and improves the sense of occupation responsibility. Through dilemma analysis and clarification of responsibilities, further effective ways for counselors to play a guiding role are proposed. Make full use of the characteristics of the Internet to build a new position for publicity, integrate multiple resources, formulate a new model of education based on the school education model, keep up with the needs of the times, actively organize and lead students to participate in practice, combine the national policies to give full play to the advantages of the competition, further promote the sustainable development of college students' innovation and entrepreneurship.

Key words: "Internet plus", Innovation and entrepreneurship education, Counselors, Promoting learning by competition