Rural revitalization is the general grasp of the work of agriculture,rural areas and farmers in the new era.guiding college students to join the rural revitalization in the new era is not only an important measure to solve the current lack of rural talents,but also an important channel to solve the current employment difficulties of college students.Through questionnaires and interviews with students from four colleges and universities in Chongqing,this paper understands the consciousness of college students in serving rural revitalization in the new era,analyzes the existing difficulties and puts forward corresponding countermeasures.The study found that the dilemma faced by college students in serving rural revitalization in the new era is mainly composed of three aspects:the prospect of rural development does not meet the employment expectations of college students,the lack of systematic and perfect education system in colleges and universities,and the difficulty of college students'majors to meet the needs of rural revitalization.Colleges and universities should guide college students to establish a correct concept of service,the government to expand the employment market to optimize the talent structure,and carry out all-directional publicity to show the new face of the countryside,so as to enhance the consciousness of college students to serve the revitalization of the countryside,so as to realize the demand for talents for rural revitalization.