Consumer culture is an important part of campus culture in colleges and universities, and it is also a concentrated reflection of contemporary college students' ideological values and codes of conduct. Colleges and universities should make full use of the leading role of college counselors, guide college students' consumption culture to develop in the right direction, and help college students establish a correct world outlook, outlook on life and values.

Keywords: college students; Consumer culture; Counselor; guide

First, the characteristics of contemporary college students' consumption culture

With the development of the times, the consumption culture from the society comes into contact with the special group of college students, which makes the consumption culture of college students show distinctive characteristics:

1. Diversification of consumption structure and levels. Diversification of consumption mainly refers to the change of college students' consumption structure from relatively simple to increasingly diversified. Judging from the consumption structure of college students, in addition to the necessary expenses needed for life and study, there are increasingly extensive and diverse unnecessary expenses: social consumption, tourism consumption, online consumption, entertainment consumption and so on. In the diversified consumption structure, the consumption of daily necessities accounts for the largest proportion, because it is the premise and foundation for other needs to be met. According to a survey, the monthly expenditure of college students on basic sexual life consumption is around 400 yuan, and this figure is still rising with the improvement of college students' monthly consumption level, but its proportion in the total monthly consumption of college students shows a relative downward trend. On the one hand, the diversification of college students' consumption structure reflects that this is the inevitable trend of economic development and the result of social progress and the improvement of people's living standards; It also reflects the influence of social thoughts on college students.

Multi-level consumption means that different college students have different consumption levels due to the imbalance of economic development and family income, and high, medium and low consumption levels coexist. Generally speaking, the consumption level of students with good family economic conditions is relatively high, and the life of students from rural and poor families is relatively hard, and some of them are even poor. The survey shows that at present, more than 70% of the poor students in colleges and universities come from "old, young, marginal, poor and mountainous" areas. The rural economy is depressed, and the lack of labor force at home leads to an income that is only enough to maintain food and clothing, which is generally overburdened and financially strapped. [1] At present, this gap is still widening, and it has attracted more and more attention because of its great influence on the growth of college students. On the surface, the gap between the rich and the poor on campus is the gap of economic consumption. In fact, it is a direct manifestation of social class differentiation, which has involved deep-seated issues such as social identity, self-identity and cultural identity. Behind the conflict of different lifestyles is actually the conflict of culture and values. Campus is the epitome of society, and the difference between the rich and the poor among college students is a direct reflection of the social class differentiation, unbalanced regional economic development and the gap between urban and rural areas in China. This will have an important impact on the management and development of colleges and universities, social stability and justice.

2. The proportion of emotional consumption and communication consumption continued to increase. According to a survey, there is a phenomenon of comparison among some college students. There are crowded restaurants with prosperous business and popularity near colleges and universities, and their main consumer groups are college students within the walls of colleges and universities. In order to contact feelings and enhance friendship, fellow villagers have dinner and invite roommates to dinner; Invite guests to dinner because of winning scholarships, appraising excellent students, being elected as student cadres, joining the party, etc. Gifts are exchanged between students on holidays or before graduation, which accounts for a considerable proportion of college students' consumption expenditure.

3. Give consideration to fashion and practicality. Price, quality and fashion are the main factors to attract college students' consumption. It is understood that when college students buy goods, the first consideration is price and quality. Among the selection criteria of various products, "moderate price" and "cost performance" are always the primary considerations for college students. Due to the limited spending power, college students tend to be more cautious when spending money, striving for "value for money", and they will try their best to search for cheap and good products. Between universality and practicality, more college students choose practicality. The social activities of contemporary college students have greatly increased than before. Coupled with the influence of urban living atmosphere, they pay more attention to their own image and pursue taste and grade. Although they may not buy famous brands, quality is obviously an important content of their concern.

Second, the defects of college students' consumption culture and their reasons.

1. consumption is blind and impulsive, and there is something wrong with rationality. For most contemporary college students, the pursuit of fashion and famous brands is a new topic every day. Some vanity and publicity have defeated the traditional concept of "living within our means and being thrifty". Blind consumption, comparison consumption, fashion consumption and debt consumption are very common among college students. The survey found that the mobile phone ownership rate of students was nearly 100%, and some students even changed a lot of mobile phones. Followed by hairstyles, clothing, accessories and daily necessities, there are many "new" people on campus. Third, blindly participate in various training courses, no matter whether it is suitable for their own development needs, as long as it is a research-oriented training course, there is no reasonable planning. In the way of consumption, credit cards enter the university campus, which makes some college students become overdraft targets. Abnormal consumption phenomena such as overdraft in advance are reflected in colleges and universities, which not only breeds hedonism and money worship, but also makes young college students frustrated by playthings. At the same time, it also increases the economic burden for some families who are not well-off, and even becomes unbearable.

2. Marginal consumption is time-consuming and laborious. "Pursuing quality of life" is the antonym of "frugality". Under the guidance of these concepts, some college students do not hesitate to become advanced consumers and spend their parents' money to feel at ease. College students' keen fashion tentacles determine the particularity of their consumption: dependence on economic sources and antagonism in pursuing trends; Their shy wallets determine that their leading trend must be based on debt consumption, and a large number of college students' debt consumption is typical of enjoying in advance and enjoying in time. Most consumers are luxury goods and waste unnecessary consumables. For example, having a birthday party, playing tennis, bowling, dancing in a ballroom, and entering a karaoke room. All kinds of "human relations" are obstacles that these college students can't cross in debt consumption, which not only consumes a lot of financial resources, but also takes up a lot of their time and energy. 3. Lack of consumer knowledge and skills. Nowadays, many students are only children who have been taken care of and cared for by their parents since childhood. Faced with the intense pressure of study and examination, many parents never ask them to share their study energy in order to avoid distracting them. Many students don't know that money is hard to come by and have no financial management experience. After going to college, they live independently away from their parents. They don't have the experience of facing consumption directly, and they don't have the practical knowledge to adapt to life. Misguided by all kinds of incorrect and unhealthy consumer culture in society, they will not spend money in a planned way, but blindly "seek novelty and seek difference". The explosive growth of new knowledge, the rapid popularization and application of new technologies and the profound influence of new information media on daily life have made the formation and popularity of fashion faster, and at the same time, it has a more distinctive theme and more humanized expression. All this has created a great temptation for college students, but because their world outlook, values and outlook on life are still in an uncertain period, coupled with the unique vanity psychology and personalized consumption requirements of young people, with the increase of social contact opportunities, they are easily influenced by incorrect consumption views in society. With the improvement of people's living standards, the consumption pattern began to change, and the traditional consumption concept was deeply impacted. The consumption psychology of college students is in an immature stage, which directly affects their consumption concept. Third, the counselor's countermeasures in the process of guiding college students' consumption culture

Counselors are "the backbone of college students' ideological and political education, and the organizers, implementers and commanders of college students' daily ideological and political education and management"; [2] "Helping college students to establish a correct world outlook, outlook on life and values" and "helping college students to develop good moral quality" [3] are the main responsibilities of counselors, who should actively take measures to play their role in guiding students to establish a correct consumption concept in colleges and universities.

1. Basic theory education of consumption and market. Basic knowledge education of consumer goods, including: selection, evaluation, appreciation, maintenance and protection of commonly used consumer goods. , with special emphasis on improving students' ability to evaluate and choose consumer goods. Through education, college students will have the necessary market knowledge, including consumption concept, consumption plan, consumption structure, consumption mode, consumption market and consumption marketing, and understand the relationship between consumption and market, as well as the basic theory of market economy mechanism and consumption. This can not only better protect the interests of college students' consumers, but also enable college students to consume on the basis of understanding consumer goods, so as to better follow the scientific consumption principles and help college students establish a scientific consumption concept.

2. Give full play to the role of college student associations and campus media. Through the establishment and development of relevant college students' associations, various consumer education activities are carried out to help college students handle consumer complaints, be responsible for the transmission of consumer information and intelligence, guide college students to carry out self-consumption education, improve their consumption ability and enhance their awareness of self-consumption protection. The autonomy of college associations makes them closer to college students' interests, hobbies and real life. We should use these associations to carry out various beneficial consumer education activities, implement consumer education, and guide college students to carry out reasonable consumer activities.

3. Strengthen the construction of campus culture, create a good school spirit and cultivate college students' correct consumption ethics. Counselors should take strengthening the investigation and study of college students' consumption psychology and behavior as an important part of their daily work, and make clear the content of college students' consumption moral education; Actively organize questionnaires and discussions on consumption, and guide students to analyze their bad consumption psychology and behavior. Campus culture is an organic part of social culture, which originated in the campus of colleges and universities, based on the formation of ideals and spiritual pillars of all teachers and students, taking the ideological and moral construction of teachers and students as the soul, creating a good campus environment as the condition, and aiming at spreading scientific knowledge, developing intellectual resources and improving the quality of all teachers and students. It can be said that campus culture is one of the key factors that directly affect the healthy growth of college students' body and mind, and a good campus culture will benefit college students in it for life.

Therefore, the correct consumption culture should become an indispensable part of a good campus culture. By carrying forward the main theme, guide college students to establish a hard and simple style that is synchronized with the development of the times; Through national education, students can fully understand the basic situation of China's current development, that is, huge, unbalanced and multi-field poverty; By cultivating students' awareness of success, students' main energy is attracted to study and research; Through gratitude education, students can understand the hard work of their parents and the hard-won money. Therefore, the construction of campus culture should create a good cultural atmosphere based on the richness and openness of its contents, the extensiveness of its subjects and the diversity of its forms, so as to help college students establish correct consumption consciousness and concepts.

4. Counselors should assist the school education management department to strictly regulate the consumption behavior of college students. For example, stop the high consumption and extravagance of college students. According to the conformity and fashion characteristics of college students' consumption behavior, the consumption behavior of junior students is often imitated by senior students. Therefore, it is necessary to strengthen the guidance of senior students' consumption behavior and make it play a good demonstration role for junior students. The faculty and staff of the school should also consciously live a simple life without extravagance and waste, and set a good example for students. At the same time, counselors should strengthen contact with students' parents, inform students of the school situation in time, especially the study and life situation, coordinate parents to restrain high-consumption students economically, and control their unnecessary expenses in time, so that students' attention can be mainly focused on learning and scientific research, and on improving their own quality and sentiment.

References:

[1] Ruxin, Lu, and editor-in-chief. Analysis and Prediction of Social Situation in China [M]. Beijing: China Social Science Literature Publishing House .2005.362.

[2][3] Regulations of the Ministry of Education on the Management of Students in Colleges and Universities (Order No.21of the Ministry of Education of People's Republic of China (PRC)) [Z].2005-03-29. refer to