Abstract: Under the background of China's implementation of innovation-driven development strategy, as the cradle of cultivating innovative and entrepreneurial talents, it is universities' primary task to improve students' innovative and entrepreneurial intention to cultivate innovative and entrepreneurial talents. This paper analyzes the reasons for the low intention of college students to participate in innovation and entrepreneurship from the aspects of ideology, cognition, reality and technical difficulties.Specific proposing that strengthening ideological education to stimulate internal demand, Innovation and entrepreneurship education should be integrated into specialty courses to enhance cognition, solving conflicts by institutional guarantee, creating the atmosphere of innovative entrepreneurial by lots of measures. Universities are suggested to create innovative entrepreneurial platform, to build a bridge of communication between teachers, students and enterprises, integrate internal and external resources.

Key words: College student, Innovation and entrepreneurship, Intention, Countermeasures