Abstract: The changes of the main social contradictions and the changes of college students' growth environment in the new era not only have a profound impact on their life style, demand characteristics, spiritual pursuit and personal concern, but also more seriously challenge the methods and effectiveness of ideological and political education. At the new historical starting point, to improve the effectiveness of ideological and political education of college students, we must respond to the changes of the growth environment of college students in the new era, follow the requirements of the times of ideological and political education; respond to the changes of the characteristics of the needs of college students in the new era, follow the requirements of ideological and political education-being more "interesting"; respond to the ideological confusion of college students in the new era, and follow the ideological and political education. We must adhere to the requirements of problem-oriented education, respond to the personal concerns of college students' better life in the new era, and follow the requirements of strengthening the "Three Outlooks" in ideological and political education.