Research on the Shaping Mechanism of University Innovation and Entrepreneurship Education on College Students' Entrepreneurial Identity

Driven by the dual background of economic structure transformation and labor market changes, innovation and entrepreneurship education (IEE) has become an important breakthrough point for higher education reform. But there is a paradox of “high- involvement, low-conversion-rate ” in the present educational practice, which means that even if students’ frequency of participation in innovation and entrepreneurship activities is raised, their deeply entrenched “ entrepreneurial identity” that sees entrepreneurship as an option for their career still hasn’t been improved simultaneously. This paper tries to figure out how university IEE could change from simply transferring skills and transferring skills and transferring value identification into deep identity formation. The article first explains what an entrepreneurial identity connotation and structure is. Subsequently it makes deep analysis on the mechanistic obstacle in current university IEE in terms of building cognitive schema, internalizing emotions and simulating social roles. It points out that IEE with curriculum homogenization, practice formalization and evaluation utilitarianism, hinders them from forming their identity. According to the above, according to the cognitive – emotional – behavior three-dimensional attitude model of interdisciplinarity, an attitude cognitive deepening mechanism is put forward, an emotion resonance mechanism based on immersion and a role internalization mechanism are put forward, based on the ecosystem. To give theoretical backing and real-life ways to boost college students' business identity and foster superior business endeavors.