Abstract: Under the background of the new era, the status and role of rural economy in the development of national economy have been significantly enhanced. Today, with the uneven development speed between urban and rural areas, how to use rural resources effectively and realize rural economic revitalization is a very important subject. As college students in the new era, their awareness and enthusiasm for innovation and entrepreneurship are gradually improving, and more college students choose to return to their hometown to start businesses after graduation. Although this kind of entrepreneurial decision is in line with the development of the times in the new era, there are still many problems to be solved in some aspects. By analyzing the current situation and existing problems of college students returning home to start their own businesses, this paper puts forward the relevant factors affecting college students returning home to start their own businesses, and briefly describes the strategy of improving college students' innovation and entrepreneurship ability under the background of rural revitalization strategy, hoping to provide some reference and help for college students returning home to start their own businesses.

Key words: Rural revitalization, Return home to start a business, Current situation, Strategy