At present, the development of information and network technology makes e-commerce flourish in China and become an important growth point of current economy. In this situation, due to the low threshold of entrepreneurship, e-commerce entrepreneurship has mushroomed. Because the students majoring in e-commerce have mastered the comprehensive knowledge of e-commerce, computer technology, management and marketing, they undoubtedly have advantages in the field of e-commerce entrepreneurship. However, in the process of e-commerce, due to the constraints of external environment and students' own conditions, entrepreneurship will encounter many problems. There are still many problems to be solved to promote the vigorous development of college students' self-employment.

First, the status quo of e-commerce students' entrepreneurship

In recent years, the employment of college students has become a social problem, and college students' self-employment has become an important form of college students' employment and job creation. However, compared with 20% ~ 30% graduates in developed countries, the entrepreneurial rate of college students and graduates in China is only about 2%. At present, most students choose the mode of "less investment, low threshold and quick results", and e-commerce majors prefer e-commerce entrepreneurship because of their professional advantages. Among them, the third-party platform is the main platform for opening stores, and Taobao has become the first choice for students. Due to students' lack of entrepreneurial experience, less investment funds and the influence of external environment, the success rate of entrepreneurship is low. College students encounter many difficulties in the process of starting a business, which affects the self-confidence and enthusiasm of entrepreneurs, and the entrepreneurial situation of college students and graduates cannot form a benign development trend. It can be seen that the current situation of college students' e-commerce entrepreneurship is not optimistic, and there are still many problems to be solved to promote the vigorous development of college students' independent entrepreneurship.

Second, the analysis of the problems faced by students majoring in e-commerce.

(A) students' own restrictions. The problems encountered by students majoring in e-commerce mainly focus on their own limitations: the entrepreneurial model is relatively simple, with online stores as the main model; Lack of innovation in the choice of entrepreneurial projects; Less capital investment, it is difficult to obtain price advantage; Less business experience and weak awareness of risk prevention.

1. Single entrepreneurial model. The vast majority of students choose the entrepreneurial mode of e-commerce, mainly to open stores on third-party platforms. However, at present, domestic e-commerce has formed a mature market structure after more than ten years of development. However, due to the lack of funds in the initial stage of college students' entrepreneurship, the scope of optional business has been greatly reduced, and it is difficult to maintain an advantage in the market competition.

2. Lack of innovation in project selection. Students often ignore market research when choosing projects, and most students choose clothing products as the first choice for starting a business. The sales volume of this kind of products is also very competitive, and it is difficult to make achievements if you can't maintain your own product characteristics and price advantages in business.

3. Lack of financing channels and capital advantages. Lack of funds is a common problem faced by students in the process of starting a business. Students generally have no financial resources and have few opportunities to obtain commercial loans or support from investment institutions. The shortage of funds limits the scale and form of college students' e-commerce entrepreneurship. Due to the lack of funds, they can only choose some simple e-commerce entrepreneurial models and do not have enough funds to promote them. It is difficult to gain a price advantage with a small transaction volume, which is also the reason why many students are difficult to succeed in starting a business and can't afford to fall down when encountering setbacks.

4. Lack of management experience. In addition to project selection and financial support, team management, risk control and market operation ability are also the keys to successful entrepreneurship. Although the students majoring in e-commerce have the knowledge of management, they also need practical experience to achieve effective management, so as to maximize the potential of the organization and the efficiency of funds. The market environment is constantly changing, and it is inevitable to encounter various risks in the process of starting a business. Controlling and resolving risks is a great test for college entrepreneurs.

(2) external environmental constraints. In addition to students' own limitations, the influence of external environment on students' entrepreneurship has also caused certain constraints on the success of students' entrepreneurship.

1. Lack of corresponding policy support. E-commerce is still a new economy in China, and e-commerce entrepreneurship needs policy support in China. In recent years, the state and local governments have issued some support policies for college students' entrepreneurship, but none of them are aimed at e-commerce entrepreneurship, and the actual effect is not obvious. Moreover, the lag of policy implementation and unclear responsibilities make the actual effect of policy support very small.

2. The influence of social environment. At present, China has not yet formed a perfect legal environment and a good social and cultural environment for the economic form of e-commerce. The credit problem in online shopping has hindered the development of the industry, the commodity information is not standardized, and the related value-added services are not perfect, which is also the bottleneck of the industry development. As the main way for students majoring in e-commerce to start their own businesses, e-commerce entrepreneurship is influenced by the social environment and lacks broad social recognition, which has hit the enthusiasm and confidence of students to start their own businesses.

3. The support of colleges and universities for entrepreneurship education is not enough. In classroom teaching, colleges and universities often pay more attention to the study of theoretical knowledge, but lack of entrepreneurial practice education. Nowadays, more and more colleges and universities begin to attach importance to integrating innovation and entrepreneurship education into the curriculum system, but the course content is not targeted enough to really play a guiding role in entrepreneurship.

Third, the countermeasures to solve the problem of e-commerce students' entrepreneurship

To solve the problems existing in college students' self-employment, it is mainly based on their own factors, but also needs the support of the external environment. Aiming at the problems existing in college students' entrepreneurship, this paper puts forward the following corresponding countermeasures.

(A) give full play to their own advantages and explore innovative factors. In view of students' own limitations, students majoring in e-commerce should give full play to their professional advantages in the choice of entrepreneurial projects and choose novel and creative projects. To choose a good entrepreneurial project, we must first conduct sufficient market research and demonstration, understand the market demand, and carry out our own projects according to the market demand. College students' venture capital is not dominant, so it is difficult to win in the competition by choosing homogeneous goods. Therefore, students majoring in e-commerce should combine their own advantages, strive to develop and design characteristic products, or choose characteristic management to win by innovation.

(2) Improve their entrepreneurial ability and management quality. E-commerce majors should turn the management knowledge learned in the course into practical experience. Before starting a business, we should make full use of practical courses and extracurricular practice to reserve our practical experience, master the skills needed for e-commerce entrepreneurship, and prepare for entrepreneurship. After preparation and investment, we set up an entrepreneurial team, give full play to the advantages of the team, and strive to improve our business and management level and raise risk awareness in study and practice.

(3) The social environment and policy support have been continuously improved. The perfect legal system and good social and cultural environment provide a fair and orderly network competition environment for college students' e-commerce entrepreneurship; The government's practical support policies, such as financial allocation support, low-interest or interest-free loans, and the establishment of venture funds, are in place and effectively supervised, which plays an important role in promoting college students' e-commerce entrepreneurship.

Incorporate entrepreneurship education and reasonable guidance into university education. Colleges and universities should incorporate the content of cultivating innovation and entrepreneurship into the curriculum to provide students with rich entrepreneurial practice opportunities and more entrepreneurial education resources and platforms. In addition to adding practical courses to the curriculum, colleges and universities can also improve students' skill level by organizing students to participate in skill competitions; Through school-enterprise cooperation, students can learn the practical experience of enterprises during their school days; Strengthen education through lectures, industry practice, etc., so that students can correctly understand e-commerce management; In the course reform, students' practical achievements should be included in the credit management system.

Four. conclusion

Self-employment of students majoring in e-commerce has its unique advantages, but there are also many problems to be solved urgently. Due to the influence of its own factors and external environment, there are many problems to be solved in starting a business. It is hoped that through the research on the problems and countermeasures of self-employment of students majoring in e-commerce, it will have certain guiding significance for college students to start their own businesses and play a certain role in promoting the society and schools to build an environment conducive to students' entrepreneurship.

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