大学生创新创业视角下海南清补凉创业路径研究

Market Research and Entrepreneurial Path Study on Hainan Qingbuliang from the Perspective of University Students’ Innovation and Entrepreneurship

摘要: 在国家“大众创业、万众创新”战略持续推进，以及重庆本地休闲甜品消费不断升级的背景下，引入外地非遗特色美食，已成为重庆高校学生本土创业的优质方向。本文以海南非遗美食清补凉为研究对象，立足重庆高校大学生本地创业视角，采用文献研究、实地调研、问卷调查与数据归纳等研究方法，结合食品工业化工艺、中医体质食疗及市场调研相关成果，系统分析重庆甜品市场环境、清补凉本地消费特征以及大学生创业适配条件。研究发现，重庆青年群体对海南清补凉接受度较高，但目前本地正宗门店稀缺、产品同质化严重、缺少标准化经营体系；重庆大学生依托政策扶持、校园客流、专业能力及新媒体优势，具备入局创业基础，同时存在资金有限、运营经验不足、供应链薄弱等现实短板。本文通过实证调研数据支撑结论，构建标准化产品体系，设计基于角色理论的团队管理模式与分级风险应对预案，提出全流程可落地的轻资产创业路径，可为重庆高校学生引进非遗特色美食开展本土创新创业提供理论参考与实践借鉴。

Abstract: Against the backdrop of China’s ongoing implementation of the national strategy of mass entrepreneurship and innovation and the continuous upgrading of consumption for leisure desserts in Chongqing, introducing intangible cultural heritage delicacies from other regions has become a promising direction for local entrepreneurship among college students in Chongqing. Taking Qingbuliang, a traditional Hainan delicacy listed as intangible cultural heritage, as the research subject, this paper adopts the perspective of college student entrepreneurship in Chongqing. It employs research methods including literature review, field investigation, questionnaire survey and data summarization. Combined with achievements in food industrialization techniques, traditional Chinese medicine constitution-based dietary therapy and market research, the paper systematically analyzes the dessert market environment in Chongqing, local consumption characteristics of Qingbuliang, and the suitability conditions for college students to launch related businesses. The research reveals that young people in Chongqing show a high acceptance of Hainan Qingbuliang. Nevertheless, the local market currently suffers from a shortage of authentic stores, severe product homogenization and the absence of standardized operation systems. While college students in Chongqing possess solid foundations for entrepreneurship thanks to policy support, abundant campus customer flow, professional competencies and new media advantages, they also face practical constraints such as limited capital, inadequate operational experience and fragile supply chains. Supported by empirical survey data, this paper establishes a standardized product system, designs a team management model based on role theory and tiered risk response plans, and proposes a fully implementable light-asset entrepreneurship roadmap. It can serve as a theoretical reference and practical guide for college students in Chongqing to carry out innovation and entrepreneurship by introducing intangible cultural heritage delicacies locally.