Research Of The Marketing Dilemma And Countermeasure Related To Entrepreneurship By College Students In Chengdu

College student entrepreneurship can not only cultivate the national innovation capacity, but also improve national productivity and employment rates.Through Chinese college student entrepreneurship,not only the pace of building knowledge economy strategy can be accelerated, but be beneficial to alleviate the current plights of employment in China Especially the U.S., EU and other developed countries and regions, have established relatively complete and systemic entrepreneurial mechanisms, Those governments and societies take efforts to improve the quality of students entrepreneurial environment and provide excellent and convenient way for students, as well as actively implement school-based and reform type entrepreneurship education. In this background, education policies and many supportive entrepreneurship policies on college students were introduced in order to encourage students to actively join the business practices, and provide them with project support in our country. However, the effect did not meet our expectations, business involvement rate and success rate is still low. As a result, "College student entrepreneurship dilemma" increasingly become a popular research topic on social and educational development scale.The starting point of this research is to address the real plight of university students start businesses, but the ultimate point is to scientifically promote the development of economy, society and enterprises. Most previous researches on the factors of students entrepreneurship plights, are with the views of such entrepreneurship education, entrepreneurial environment and the quality of the students, seldom on the point of marketing dilemma. So, the paper has certain forward-looking perspective that researching from marketing process. The article firstly define connotation of entrepreneurship marketing and the marketing process of students started business, then, it explored the dilemma factors of the marketing process in the student starts of ChengDu city, with the use of factor analysis, from the situation of the ChengDu students start and the plights of marketing in the process of these businesses, combining with the guidance of marketing theory and basing on the questionnaires. Research reveal that the marketing plights in student starts are mainly composed of such dilemmas as operating capital,building marketing channels, marketing strategy of target markets, human resource management, strategy planning, marketing portfolio and so on. Sequentially, based on the macroscopy perspective, the paper analyze the causes of these plights and explore the operating strategies of student starts respectively with the use of regression analysis which in the light of both external and internal environments.Meanwhile, in order to provide consultation for ChengDu college student starts, the paper put forward the marketing processes and strategies, based on internal factors of college student starts.The paper reap the fruits as:in China, high level starts is required which promoting the development of society and economy, as well as starts which promote employment. Not only college student's participation should be encouraged, but also we should provide students with the access to identify market opportunities associated with the use of opportunity window model and funnel model in the process of preparing to build business and operating business; accurately exert marketing positioning; plan effective market channels; develop scientific management strategy. So, do like above can bring the spring of business for student entrepreneurs. We believe that:in guiding and helping students out of the business difficulties, beyond supportive policies of government given, the key point is the skill of operating business for college entrepreneurs. New entrepreneurship education model should be established by colleges and universities. Entrepreneurship opportunities and skill training should be increased.