Abstract: In the digital economy era, self-media marketing has become an important part of marketing and has a profound impact on the cultivation of college students'innovation and entrepreneurial spirit. This paper deeply explores the contemporary value, challenges, influence and strategies of self-media marketing practice on the cultivation of college students’innovation and entrepreneurial spirit. Self-media marketing not only meets the development needs of the times, but also comprehensively enhances college students’marketing, teamwork, risk management and other abilities, broadening their innovation and entrepreneurship horizons.The article proposes strategies such as building a self-media marketing curriculum system, strengthening the construction of practical platforms, and cultivating compound talents to assist in the cultivation of college students'innovation and entrepreneurial spirit.

Key words: Digital economy, Self-media marketing, College students, Innovative and entrepreneurial spirit, Curriculum system, Practical platform