Abstract: Under the background of entrepreneurship and innovation, college students have the employment choice of entrepreneurship. Entrepreneurial motivation is an important factor affecting the entrepreneurial process of entrepreneurs.The main factor affecting the entrepreneurship of Chinese and Swiss students is external reward, and the first factor is to improve the quality of life; The internal reward factor is relatively weak, but students are more in pursuit of internal reward to obtain more individual space. In entrepreneurial motivation factors, there is a high correlation between improving the quality of life and improving the living conditions. At the same time, Chinese and Swiss students think that improving the quality of life can get more individual space, so they choose to start a business.

Key words: Entrepreneurial motivation, Investigation and analysis, BHI