Abstract: When promoting innovation and entrepreneurship education for college students, universities need to take the cultivation of entrepreneurial soft power as the core focus, strengthen students'entrepreneurial awareness and comprehensive literacy through systematic improvement of soft power, and provide sustainable internal support for entrepreneurial practice. Guided by the concept of sustainable development, this article clarifies that the core goal of cultivating entrepreneurial soft power among college students is to achieve the coordinated unity of“personal development, entrepreneurial practice, and social needs”. By analyzing the coupling relationship between entrepreneurial soft power and sustainable development ability, a cultivation mechanism of“demand-oriented, layered policy, and diversified collaboration”is constructed. Targeted cultivation paths are proposed from four dimensions:“target anchoring, platform construction, faculty support, and evaluation guarantee”, providing reference for improving the quality and efficiency of innovation and entrepreneurship education in universities.

Key words: Sustainable development, College student, Entrepreneurial soft power, Cultivation mechanism, Innovation and entrepreneurship education, Demand-oriented approach