A Study On The Media Use Behavior Of Returning Entrepreneurs

Under the background of Rural Revitalization and New Urbanization,the rural landscape is constantly improving.In order to further strengthen the support of talents,China has intensively issued policy documents to support returning talents to start businesses,attracting some floating population to return from the city,and "Returned Rural Entrepreneurs" enter the research.In this study,Sihong County,Jiangsu Province,one of the first batch of home entrepreneurship pilot areas in China,is selected as the research area.Through questionnaire survey and in-depth interview,relevant empirical materials were collected.First of all,this paper describes the group images of returned rural entrepreneurs,mainly including the entrepreneurial subject,entrepreneurial content and entrepreneurial motivation.Then further subdivide the entrepreneurial field of the interviewees,combined with the current situation of media development,to explore the opportunities and challenges of media in entrepreneurship.In the part of "contact and use of media",in order to accurately understand the current situation of media use of returned rural entrepreneurs in the region,the interviewees are divided into six areas: agriculture,catering,retail,manufacturing,entertainment and e-commerce;The media use behaviors of returned rural entrepreneurs in different fields have their own characteristics;In the part of "evaluation and demand of media",this study analyzes the satisfaction of media use from three dimensions of individual,industry and society.As an extension of people,media has obvious advantages in obtaining entrepreneurial resources and expanding social network for returning entrepreneurs.It also analyzes the practical difficulties and prominent demand suggestions in the process of media use;In the part of "analysis of influencing factors",this study starts from the five levels of individuals,government,media,industry and elites.firstly,through in-depth interviews,to understand the preferred path of the interviewees;then evaluate the explanatory power of each condition variable through QCA,and find the best path combination;Finally,combined with the above results,around each subject,the paper puts forward targeted optimization strategies to provide substantive help for returned rural entrepreneurs.