Under the synchronous background of the development of Mobile Internet and the growth of “net generation”,it is a new challenge for the ideology work of colleges and universities in the new era to fit the identification mechanism and communication mode into the network ecological field,which emphasizes knowledge,value,practice and operation factors.It is necessary to reconstruct the discourse system,integrate the communication position,set up a three-dimensional talent training team,and improve the efficiency of the management system so as to play the leading role and building cohesiveness in college students' ideology.