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The cultivation of innovative and entrepreneurial capability is a quality requirement of the times for the training of college and university talents.However,the regular teaching system universally has such problems as much more emphasis on theory than on practice,much more emphasis on inheritance than on innovation,and mismatching between talent training and market demand,so that a great number of graduates do not have enough innovative capacity,and it is very difficult for them to engage in related jobs of software engineering steadily and permanently.By investigating and analyzing similar majors of more than 20 schools at home and abroad,this article proposes a teaching system of talent training of the 3C-cored major of “innovative and entrepreneurial” software engineering (digital media technology) based on regions,oriented to the industry and marked by school-enterprise linkage,and in connection with the characteristics of college and university education.