Abstract: China, in recent years, in order to consolidate the achievements in poverty alleviation and promote the comprehensive and high-quality development of rural areas, has continuously improved the rural revitalization policy system and created a good policy environment. In terms of rural entrepreneurship, though the policy supply for college students is strong, there is still a mismatch between the supply and their rural entrepreneurship demand. This study, based on the perspective of behavioral public policy, combines with the previous policy research and in-depth interviews, explores, by employing the investigation focus, the impact of policy content and behavioral policy tools on the realization of policy behavior effects, and investigates the realization mechanism and promotion mechanism of college students' rural entrepreneurship policy. The results tell that: 1) in terms of main effects, policies at talent, finance and infrastructure bear a positive impact on college students' rural entrepreneurship policy behavior and there is no significant difference among the three; speaking tools, incentive tools and boost tools will have a positive impact, and the promotion effect of the latter two is more obvious; 2) in terms of interaction effects, incentive and boost tools play an obvious role in improving the policy behavior effects at the infrastructure and talent levels. In view of the above conclusions, in order to improve the policy efficiency of college students' rural entrepreneurship under the background of rural revitalization strategy, it is suggested that the government should accurately implement policies to meet the “time-varying” interest demands of college students, take advantage of behavioral policy tools to improve the effect of policy behavior, and build a good information bridge through multi-party cooperation.

Key words: rural vitalization, rural entrepreneurship, behavioral public policy, policy tools, college students' entrepreneurship