With the in-depth development of economy and society, we college students, as a special social consumption group, have a more prominent and direct impact on the formation and development of our world outlook, and then have an important impact on our moral behavior throughout our lives. Therefore, paying attention to the consumption situation of college students, grasping the psychological characteristics and behavior orientation of college students' life consumption, and cultivating and improving our "financial quotient" have become the subject of our contemporary college students. First, the new consumption concept of contemporary college students 1. Rational consumption is the mainstream, and price, quality and trend are the main factors to attract college students' consumption. Judging from the survey results, practical and rational consumption is still the main consumption concept of college students at present. It is understood that college students first consider the factors of price and quality when purchasing goods. This is because college students in China are different from those abroad. Their financial resources mainly come from the support of their parents, and they don't earn much from part-time jobs. This makes our disposable money fixed every month, about 300-800 yuan, and generally less than 2,000 yuan for a better family, which is mainly used to pay for food and daily necessities. Due to the limited spending power, college students are often very cautious when spending money, striving for "value for money", and we will try our best to search for products with good quality and low price. Whether on campus or off campus, there are more and more social activities of college students today. Coupled with the influence of urban life atmosphere, early love and many other factors, we will not consider those cheap but not beautiful products. Instead, they pay more attention to their own image and pursue taste and grade. Although we don't necessarily buy famous brands, quality is obviously what we care about very much. Pursuing fashion and famous brands is not an old topic. Even if the age limit for the college entrance examination is abolished, young people around the age of 20 are still the absolute majority on the university campus. We are at the forefront of the times, seeking novelty and novelty, and keenly grasping fashion for fear of falling behind the trend. This is our * * * same characteristic. The most prominent consumption is the use of mobile phones. Nowadays, the consumption of college students has generally increased the consumption of mobile phones. In this survey, it is found that the mobile phone ownership rate of students has reached no less than 60% in every class. In addition, computers and related consumption are also our pursuit, ranging from a network card with tens of dollars to a pet of contemporary college students. In the words of computer majors, we simply regard computers as our "lovers' confidants". Thirdly, there are many "new" people in the university campus in terms of hairstyles, clothes, ornaments and daily necessities. The survey data also confirms this point. Judging from its proportion, "popularity" has become the third major factor for college students to consider whether to buy, second only to price and quality. As for brand-name products, when asked if they would buy brand-name products if the economy allowed, 80% of the students said they would. The above fully reflects the demand of college students to pursue high quality, high brand and high grade life. Second, the problems existing in the consumption situation of contemporary college students 1. The concept of saving is weak, and financial quotient needs to be cultivated and strengthened. Robert Toru Kiyosaki, the initiator of the word "financial quotient", once said: "Financial quotient has nothing to do with how much money you earn, but the ability to measure how much money you can keep and how long you can let it work for you. "In the survey, when asked about the concept of' financial quotient', many students expressed strangeness. When asked about the financial situation after the end of the semester, most students admitted that their consumption had exceeded the planned scope, and even some students needed to borrow money from others. There are also a few students who have thought about how to spend the rest of the money, and only a few students have the consciousness of saving. It can be seen that the current financial quotient of college students needs to be cultivated and strengthened. 2. The consumption gap has widened and polarization has emerged. In the average monthly consumption survey, 15.2% of the students insist on studying in the "a little painful" life line below 400 yuan; 28.3% of the students "barely get by" between 400 and 550 yuan, 34.4% between 550 and 900 yuan, and 14.6% between 900- 1400 yuan. There are 7.5% students who spend more than 1400 yuan a month, which can be said to be "following their feelings"-carefree. It can be seen that the consumption gap among college students is widening and polarization is obvious, which is inevitable under the current social background of drastic transformation in China. However, we believe that with the development of society and the further improvement of people's living standards, these problems will be improved to some extent. 3. There are unreasonable factors in the consumption structure, especially girls. From the 1970s to the present, college students' living consumption is the same in at least one aspect, that is, the main components of consumption are living expenses and the purchase of study materials and supplies. In the cost of living, meals are the most important. According to the price level in Qingdao, it is estimated that students spend about 10 yuan in school every day to meet their basic dietary needs, and the net monthly food expenses of students need about 300 yuan. We are surprised to find that 83.7% of the female students surveyed in 197 are below 300 yuan, some control their meals in order to keep slim, and some choose cheap meals regardless of nutritional needs in order to save money. 192 Only 66.4% of boys meet the standard. When asked whether they have studied their nutritional structure, such as the degree of approval of the sentence "a glass of milk raises a nation", 90% of the students agreed, but they didn't care much. When we pointed out the unreasonable diet structure in the survey, many of them, especially female students, admitted that they didn't know enough about healthy diet. 4. Excessive pursuit of fashion and famous brands, there is a comparison mentality. In the survey, some students pointed out that in order to have a mobile phone or change into the most popular mobile phone, some students are willing to scrimp and even sacrifice their other necessary expenses; Some male students borrow money or even steal money for a pair of brand-name sports shoes to satisfy their desires, while some female students borrow money or even steal money for a set of brand-name cosmetics or a brand-name dress, which can reflect that some students don't know how to live within their means, and vanity drives them to form an endless comparison psychology. 5. Excessive consumption in love. In our investigation, we found that some college students who fall in love spend about 100-300 yuan, the least about 50 yuan, and the highest about 1000 yuan (such as giving each other expensive gifts). Most of them admit that the pursuit of emotion requires material input, and it is often difficult to rationally grasp the principle of moderate consumption. This is a worrying aspect. Interestingly, the traditional situation that the cost of falling in love is generally borne by the man has been completely broken, and there have been three situations, that is, the man bears all, both men and women bear all, and the cost of girls' love even exceeds that of the man. Traditional and modern lifestyles have been fully interpreted in contemporary college students.