As an important part of social life, consumption is the connection point of social economic life, cultural life and social life, and it is the channel of communication between economic field and daily life. As a group of social consumption, college students are also influenced by social consumption. Whether the consumption view correctly affects the formation of college students' values.
As an important link of social production mode, consumption is an important carrier of social relations, a connection point of social economic life, cultural life and social life, and a communication channel between economic field and daily life field. The process of consumption is not only the process of realizing the value of goods, but also the process of forming and transforming goods by social culture, and the process of shaping consumers in the sense of social culture.
As an extraordinary group in social consumption, contemporary college students have different consumption consciousness and consumption patterns from their own consumption groups, and have a certain social impact in the process of participating in consumer culture. The current consumption situation of college students reflects their actual consumption tendency and future consumption trend, which is of great significance to the study of consumption economy and market demand. College students' consumption view reflects their living conditions and value orientation. Studying college students' consumption view can grasp the ideological and behavioral characteristics of contemporary college students and have a direct impact on ideological and moral construction and teaching management in colleges and universities. By consulting a large number of documents, this paper analyzes and summarizes some basic status quo, consumption characteristics and problems existing in the consumption process of college students, and puts forward some ways to solve the problems.
First, the consumption status of college students
1. Consumption composition of contemporary college students
With the overall transformation of China from traditional planned economy to market economy, profound changes have taken place in all aspects of the whole society, and a series of reforms have taken place in the education system. Higher education is gradually moving from the full burden of the state to the market, and the cost of higher education is also rising under the tide of market economy. The education cost borne by individuals has become an important part of flexible family expenditure, and even some families with financial difficulties cannot afford the basic education cost. Therefore, studying the consumption situation of college students is of great significance to society and schools. Through reading a lot of literature and thinking carefully, I think the consumption content of college students mainly includes the following parts:
Study expenses. Learning expenses are the guarantee for the university to successfully complete their studies, accounting for a large part of college students' consumption and nearly 30% of their total daily consumption. The study fee mainly includes two parts: the tuition fee paid to the school and my usual study investment.
Basic living expenses. The basic living expenses of college students include food, clothing, housing, transportation and use. With the improvement of living standards, since the 1990s, China's consumption level has gradually developed from subsistence to enjoyment, which is marked by the decline in the proportion of hard consumption, the increase in the proportion of soft consumption, and the reduction of Engel's coefficient to 4 1.9%.
Entertainment consumption. The consumption structure of college students is undergoing great changes, and the proportion of basic living expenses in college students' consumption is decreasing year by year. On the other hand, the consumption of college students for spiritual enjoyment is increasing year by year.
Interpersonal communication consumption. As a platform for college students to step into society, university campus is not only a place to learn cultural knowledge, but also a place to understand and adapt to society. Modern college students regard learning scientific and cultural knowledge and cultivating interpersonal skills as two essential parts of college life.
2. The characteristics of college students' consumption
Because of the extraordinary times, contemporary college students decide that consumption has new characteristics different from the past. To sum up, the consumption of contemporary college students mainly has the following characteristics:
Single source of consumption. In order to ensure the teaching quality and manage the campus in a planned and orderly way, at present, China's higher education system still adopts a relatively closed governance model. This system determines that college students lack more personal space and time, and they have no conditions and energy to engage in more complicated social work. It is almost impossible to finish school by making money on your own. In this case, they can only rely on family support, loans, work-study programs and other means to obtain economic resources.
The combination of pragmatism and experience. Freshmen's research group listed 1 1 the most important contents in college students' life: knowledge, status, friendship, love, reputation, money, power, health, family, career and ideal. To some extent, these show the practicability of university value orientation. The consumption of college students also has obvious experience. Some of these experiences come from my parents, some from my collective life or my past consumption experience.
Difference of college students' consumption level. The consumption difference of college students is mainly manifested in two aspects. On the one hand, the difference of consumption level is caused by the imbalance of economic development level in the source area, on the other hand, it is caused by the change of age and mentality.
Second, the problems and causes of college students' consumption
1. Problems in college students' consumption
Generally speaking, college students' consumption is rational, but there are still many problems in their consumption because of their immature personality development, lack of social experience and single source of consumption. Consumption view mainly includes two aspects: consumption psychology and consumption behavior. This paper mainly analyzes some problems existing in the current college students' consumption process from the perspective of consumer psychology.
Conformity consumption and blind consumption. Conformity and blindness are common problems in college students' consumption process. Influenced by the collective, college students are prone to herd mentality and herd consumption in the process of consumption. Blind consumption means that college students lack planning in the process of consumption and are easily influenced by external accidental factors, blindly buying a lot of things they don't really need. Generally speaking, herd consumption and blind consumption belong to impulsive consumption.
Comparison consumption and emotional consumption. Because college students have herd mentality in consumption, vanity often tends to form a comparison mentality in the process of pursuing pleasure, which will lead to bad living habits in the long run. The consumption of comparison among college students is mainly reflected in dressing up. Emotional consumption is to take possession and enjoyment of consumer goods as a means to make up for spiritual emptiness.
Enjoy consumption and high consumption. In recent years, influenced by western consumerism, hedonism among college students is very serious, and enjoying life has become a new concept to guide consumption. In addition, there is high consumption among young college students. In the process of consumption, they often like ingenious things, pursue avant-garde and trendy, and have a serious mentality of comparing with each other, which often leads to excessive consumption burden and consumption level exceeding the actual demand or family's ability to pay.
Advance consumption and debt consumption. In recent years, debt consumption and advanced consumption have become popular in society, and today's money will be spent tomorrow. Under the guidance of this idea, debt consumption has also quietly emerged in universities, and savings has become an awkward topic.
2. Analysis of the causes of college students' consumption problems
Through the analysis of the consumption characteristics of the current consumption structure of college students, we know that the leading direction of college students' consumption is healthy, but there are still many problems. I think the main reasons for many problems in college students' consumption are as follows:
Social reasons. Putting a college student on campus, his role is to be a student and also to be placed in society. He is also a member of society, and his consumption view is bound to be influenced by the whole social environment. ① There are some deviations in the current social understanding of higher education. Nowadays, many parents send their children to schools with mixed diplomas in order to expand the scale of running schools and lower the entrance threshold, regardless of whether their children can successfully complete their studies. As a result, although some students hang up the title of college students, in fact, because they are unable to finish their studies, their thoughts and study burdens are too heavy, and because of the lack of strong will, they become more and more degenerate over time, loafing around all day and spending a lot of free time enjoying consumption. ② The spread of western consumerism. Under the wave of reform and opening up and the development of market economy, people's living standards have been continuously improved. With the invasion of western consumerism culture and other consumer cultures, some people began to pursue pleasure. They thought that thrift was out of date, and some even regarded it as a shameful thing. Under the influence of such a social environment, many college students began to follow the crowd and catch up with the new trends, with little in their minds. (3) Bad inducement by the media. Mass media is the main way of modern information dissemination, which plays a guiding role in the formation of college students' cultural values in its unique and easy-to-understand way. Most modern advertisements only pay attention to the propaganda of material civilization, but ignore the guidance of spiritual civilization. This monetized and profit-oriented consumption view has a bad influence on college students' consumption view.
Family reasons. In the process of children's growth, family plays a key role in the formation of children's world outlook, outlook on life and values.
School education reasons. Now colleges and universities also lack consumer education. On the other hand, the ideological and political theory education in schools also needs to be improved.
The reasons for the existence of college students themselves. In the process of consumption, most college students' consumption is rational, and various problems in consumption are mainly attributed to the specific age stage of college students.
Third, ways and means to guide college students to establish a correct concept of consumption
1. Social education
Give full play to the propaganda function of mass media. College students are the most active responders of modern technology, and they are most obviously influenced by modern media technology. The mass media should strengthen the propaganda of healthy consumption information, answer questions raised by college students in the process of consumption, provide college students with consumption reference opinions, and strengthen the guidance of college students' correct consumption psychology.
Give play to the advantages of network resources. College students are the biggest users of modern Internet, and now almost all college students are using the Internet, because the diversity and rapidity of Internet information meet the huge demand of college students for information. Therefore, in the process of guiding college students to establish a correct consumption concept, we should actively play the resource advantages of the Internet.
2. School education
Enhance the effectiveness of ideological and political theory courses. Ideological and political theory course is an important part of ideological and political education in colleges and universities, and it is the main way for colleges and universities to educate college students on world outlook, outlook on life and education. Strengthening ideological and political theory education plays an important role in helping college students establish correct values.
Colleges and universities must pay attention to enhancing the effectiveness of ideological and political theory courses, enriching the teaching forms of ideological and political theory courses, changing the traditional cramming learning, and enhancing students' interest in ideological and political theory courses by organizing some quality education activities.
Rectify the consumption environment around the school. It goes without saying that the environment "close to ink is black" has an impact on people. The consumption environment of college students is mainly inside the school and around the campus. To strengthen the guidance of college students' consumption, it is necessary to rectify the consumption environment faced by college students. ① Strengthen the construction of school spirit and study style, and create a good campus learning environment. Strengthening the construction of school spirit and study style in colleges and universities and creating a good learning environment will have a subtle influence on college students' consumption behavior. (2) Rectify the business order and commodity business scope of the school spirit department and surrounding schools. The consumption environment inside and outside the campus is mainly to satisfy students' study and life, and there is no need to make it as prosperous as a commercial street.
Strengthen the education of college students' consumption view. Renovating the campus environment objectively creates an environment for college students to cultivate a correct view of consumption, so it is more important and of long-term significance to educate college students and help them establish a correct view of consumption.
3. Family education
Parents pay attention to cultivating children's spirit of self-reliance. Modern parents in China should pay attention to cultivating their children's independent consciousness from an early age, let them do things freely, exercise their will from trivial matters, and let them adapt to the new environment more quickly in contact with society.
Parents and children make a complete consumption plan together. Parents should properly control their children's expenses, help their children to establish specific and reasonable consumption plans, and form correct financial management ideas and methods.
4. College students' self-education
Internal cause is the fundamental reason for the development of things, and the key for college students to establish a correct consumption concept lies in themselves. College students should strengthen self-education and establish self-awareness of reasonable financial management, usually from the following aspects;
Accumulate consumption experience. In the usual social life, in the process of consumption, we should pay attention to accumulating consumption experience.
Learn consumption knowledge and improve financial management ability. Now students should actively participate in various consumption activities organized by society and schools, and learn consumption knowledge from them.
Improve legal awareness. As modern college students, they should take the initiative to learn the laws and regulations on consumption, strengthen their own legal foundation, raise their awareness of rights protection, and not let themselves become legal illiterate in the new era.
Follow the correct consumption principle. In the process of consumption, college students should formulate clear consumption standards, adhere to reasonable consumption principles, make consumption plans, live within their means and develop good consumption habits according to the actual situation of life, study, culture and entertainment. In the usual consumption process, college students should adhere to the following principles: moderate consumption principle, planned consumption principle, guided consumption principle and self-reliance principle, and regulate their consumption behavior through these principles.
Generally speaking, the development trend of contemporary college students' consumption groups is still healthy, which mainly presents the following characteristics: single consumption source, coexistence of pragmatism and empiricism, diversification of consumption development trend, openness and difference of consumption. At the same time, we also see that in the process of developing socialist market economy, there are many problems and potential problems in college students' consumer groups due to the inducement of some foreign bad cultural factors and the hype of social media. In practice, we should constantly improve our work, publicize the traditional virtues of thrift, improve college students' financial management ability, do a good job in college students' ideological and political work, guide them to establish a correct concept of consumption, and train qualified students for socialist modernization.