Abstract: The strategy of "Rural Revitalization" is a fundamental policy to build a moderately prosperous society and a powerful socialist country. Promoting college students' employment intention in grass-roots areas is to guide the inflow of human resources and help the implementation of rural revitalization strategy. However,college students' employment intention in grass-roots areas is embedded in the complex dynamic reality. This paper investigates two thousand nine hundred and eighty-five college students from 9 universities in Anhui Province were investigated by stratified random sample to find that although motivation, health care, family factors and value orientation all significantly affect the formation of employment intention, they have different degrees of influence on students with different employment intention. Policy cognition and policy support have a positive regulatory effect on the above factors. Therefore,we should implement differentiated and targeted incentive strategies, increase policy publicity and incentives, strengthen value guidance and material guarantee to promote college students' employment intention in grass-roots areas for students with different employment intentions.

Key words: rural revitalization, college students&apos, employment, employment in grass-roots areas, employment intention