Research On The Localization Of Undergraduates Returning To Hometown To Start A Business

In the context of China,the issue of "agriculture,rural areas and farmers" is a fundamental issue concerning the national economy and people’s livelihood,as well as an important topic in the field of sociology.The 19 th National Congress of the Communist Party of China(CPC)made a major decision on the implementation of the rural revitalization strategy,which is the core strategy for solving the problems related to agriculture,rural areas and farmers in the new era.Talent is the key to rural revitalization.With the overall promotion of rural revitalization strategy,more and more college students focus on the background of The Times and choose to return to the countryside and stay in the countryside to start businesses relatively stably,gradually forming a new round of rural entrepreneurship boom.In this paper,the related literature of home business,using in-depth interviews and participatory observation method to get home entrepreneurship students firsthand experience of resources,returning to college students entrepreneurship in business development process as the research route,bourdieu’s theory of social practice as analysis tool,to explore the practice of college students in the home business,how to rely on the resources,Use localized knowledge and combine the characteristics of local society to carry out entrepreneurial activities.The research findings are as follows :(1)According to the main motivation of college students returning home,the ideal-type analysis method is used to divide college students into survival need type,industry realization type,asset accumulation type and ideal life type.Most of the returnees with survival needs make the decision to return home after suffering family misfortune or special life events,and there is obvious external compulsion.The industrial-realized returnees are oriented by market demand and pursue self-realization in career;The returnees with accumulated assets are based on the consideration of diversified investment directions and take economic returns as the core appeal;The returnees with ideal life style identify with local traditions,attach importance to family construction,and strive to achieve a balance between industry and ecology,individual and society.(2)return the entrepreneurship of college students in the face of the value of the urban and rural culture hidden behind the conflict norms and principle that generates a new practice logic,the author based on the field-capital-habitus perspective to analyze business process one by one and found that home will mostly after the construction of a field,in the development of land resources,the use of capital,habitus of conflict and the bridge four links.The construction of the field is the premise,the development of local resources is the main body,the use of capital is the core,and the conflict and healing of habitual habits are the key,which together constitute the basic conditions for the successful development of the cause of returning to the hometown.(3)From the perspective of production and management,the local characteristics of college students returning to their hometowns to start businesses are as follows: adjusting measures to local conditions and promoting large-scale production;Extend the industrial chain and enhance the added value of products.From the perspective of social interaction,the local characteristics of college students returning to their hometowns to start their own businesses are reflected in the following aspects: re-adapting to the local social relations and transforming the traditional small-scale farmers’ production mode.From the perspective of values,the local characteristics of college students returning to their hometowns for entrepreneurship are reflected in value reconstruction,the game between feelings and interests.(4)In general,college students returning to their hometowns to start businesses can effectively integrate local resources,promote the connection between rural capital and market,promote the integration of urban and rural cultures,and stimulate the internal power of rural revitalization.At present,the "return tide" of college students returning to their hometownbusinesses has not yet formed,but this study focuses on micro-social actions,embedding the practice of college students returning to their hometownbusinesses into the cultural matrix of rural society,portraying one fresh and real practice subject after another,thus showing a more real and powerful picture of rural revitalization.