Author(s)

Xuelian Wang

Corresponding Author

Xuelian Wang

Abstract

In 2020, China's targeted poverty alleviation work in rural areas was completed, and China has entered the era of rural revitalization after achieving comprehensive prosperity. Agriculture, rural areas, and farmers' issues have become fundamental issues affecting national economic and social development. Migrant workers, who have been a special group driving China's urbanization and industrialization since the reform and opening up, have shown a trend of returning to their hometowns since the 1990s. With the implementation of various policies supporting migrant workers' return-to-hometown entrepreneurship at both central and local levels, the trend of migrant workers returning to their hometowns to start businesses has intensified, and migrant workers are also becoming an important force driving rural revitalization. This paper uses the SWOT-PEST model to explore the advantages and opportunities, disadvantages and challenges of migrant workers' return-to-hometown entrepreneurship from the perspectives of policy, economy, society, and technology.

Keywords

migrant workers, rural entrepreneurship, SWOT-Pest model; ecological environment