Abstract: Under the background of the rapid development of new media technology, the innovation and entrepreneurship education of college students is facing brand-new opportunities and challenges. New media technology, with its diversity, immediacy and sharing, provides diversified resources and platforms for innovation and entrepreneurship education, and at the same time brings problems such as insufficient ability cultivation and weak practical ability, which affects the effectiveness of innovation and entrepreneurship education to a certain extent. To this end, this paper analyzes the practical challenges of innovation and entrepreneurship education, and puts forward specific strategies for using new media technology to carry out innovation and entrepreneurship education. By carrying out education of innovation and entrepreneurship, building a new media service platform and establishing a new media guidance mechanism, it to provides new ideas and methods for innovation and entrepreneurship education in colleges and universities, and help college students to better achieve the goals of innovation and entrepreneurship under the background of the new era.

Key words: New media era, Innovation and entrepreneurship education, College, College students, Ability, Education strategy