Abstract: ：Under the background of innovation-driven national strategy, cross-border e-commerce has developed rapidly. However, there is a huge gap between cross-border e-commerce talents cultivation and industry demand. Taking Zhejiang Shuren University as a case, this paper discusses the innovation path of cross-border e-commerce innovation and entrepreneurship talents cultivation in application-oriented undergraduate universities. Firstly, this paper analyzes the difficulties in cultivating innovative and entrepreneurial talents of cross-border e-commerce. It argues that cross-border e-commerce innovation and entrepreneurship talents cultivation faces three major contradictions at the present stage, including the contradiction between the compound requirements on talent’s knowledge and ability and the dispersion of majors, and the limitation of teachers' ability; the contradiction between rapid iteration of cross-border e-commerce industry and the lag of discipline development; the contradiction between the elite education of innovation and entrepreneurship education and the mass applied education. Secondly, this paper analyzes the measures and results of talent cultivation innovation in Zhejiang Shuren University. Three measures summarized, including promoting the deep integration of industry and education to develop disciplines and majors; setting up a compound team of teachers and creating an education atmosphere; building up a three-dimensional practice education system and integrating major education and innovation and entrepreneurship education. Finally, an overall framework of cross-border e-commerce innovation and entrepreneurship talent cultivation of Zhejiang Shuren University is refined.

Key words: Application-oriented universities, Cross-border e-commerce, Innovative and entrepreneurial, Industrial college, Cultivation of talents, Zhejiang Shuren University