Abstract: With the deepening implementation of China's innovation driven development strategy, the“innovation and entrepreneurship”education model has become a new trend in higher education. However, in the context of“innovation and entrepreneurship”, college students face many problems in entrepreneurship, such as the need to improve project quality, insufficient development of alumni resources, and the need to strengthen the construction of the innovation and entrepreneurship teacher team. Therefore, this article explores the problems and countermeasures of entrepreneurship among college students in the context of“innovation and entrepreneurship”, and takes the selenium rich chicken entrepreneurship project as an example to propose effective measures to optimize entrepreneurship, including clarifying the technical core, obtaining external resources, and improving guidance level. The aim is to provide reference and reference for college students'entrepreneurship in the context of“innovation and entrepreneurship”.

Key words: Innovation and entrepreneurship, Universities, Higher education, College students, Entrepreneurship research, Ecological projects