The Empirical Research Of China Young Entrepreneurs’Media Image

Content Analysis is the major method in this research. This paper takes295young entrepreneurs’images reported on China Youth Daily from2008to2012as sample. It explains young entrepreneurs’images in new era via nine quantitative and qualitative analyses such as physiological image, maritalstatus, image of identity, image of knowledge, entrepreneurship geographical image, the field ofentrepreneurship, sources of venture capital, entrepreneurial motivation and personal traits.The results as follows:Viewed from the basic information, young entrepreneurs reflected by China Youth Daily are mostly19to24years old (56.6%), leading by male(78.7%) and unmarried95.1%. From the geographical level,youth entrepreneurs in the eastern region account for59.8%, but in central and western regions, theproportions of young entrepreneurs are19.9%.On the level of entrepreneurial identity, the reported youth mainly concentrated on the domesticstudents, dominating75.1%of the effective statistics. Moreover, the entrepreneurial stories ofCollege-Graduate Village officials are strongly concerned by China Youth Daily, a total of17samples,reaching to5.8%. On the education level of young entrepreneurs, most youth with college degree orabove, Bachelor’s degree adds up to66%, being the major part.In terms of the fields of entrepreneurship, a total of228samples emerged in the tertiary industryaccounting for77.8%of the total valid samples. To specific industry segments, the ranking industriesare wholesale and retail trade (15.4%), food and beverage industry (12.3%), cultural and artistic career(11.9%) and social services (11.3%).From the aspect of venture capital sources, the current sources of funding for youthentrepreneurship are personal savings (37.3%); partner contribution (21.8%); family contribution(16.9%); venture capital funds from government or school (6.7%) and political loans (6.7%).As to the image of young entrepreneurs’ deeds, this paper consist youth entrepreneurial motivationand personal qualities. The data shows that the pursuit of self-realization(44.1%)is mainlyentrepreneurial motivation currently, seeking economic up to30.3%and survival needs only10.7%,which indicates that entrepreneurship is recognized as the way of self-worth for youngentrepreneurs.One of the main points of this study is to quest the personal qualities of young entrepreneurs. Thestatistical result of this study indicates that young entrepreneurs with the creativity are44.8%;32.1%with a strong willpower;6.9%with good social skills;4.8%youth with extensive knowledge and4.1%not so knowledgeable.In addition, the study also found that China’s young entrepreneurs are lack of marketing andmanagement philosophy and experience, information of market demand as well as the knowledge of thelaws and regulations of Business Administration.