With the development of Chinese modernization and the coming of a new era, the number of college graduates is increasing year by year, and the employment of college students is one of the important problems existed in the current society. Innovation and entrepreneurship have naturally become an important way to solve the problem of the graduates' employment. However, in the new era, college students have weak consciousness of entrepreneurship, and their entrepreneurial willingness is not strong. Based on previous studies and the results of the interviews, this paper summarizes and analyzes the influencing factors of college students' entrepreneurial willingness, and puts forward countermeasures and suggestions on this basis.