With the establishment of the socialist market economy, the moral cultivation level of contemporary college students has seriously declined, which has seriously affected college students to establish a correct world outlook, outlook on life and values. As an educational place for college students, the most important thing for colleges and universities is to grasp the pulse of college students' ideological changes in the social market economy environment, find ideas from the root of college students' ideological problems, give play to the advantages of party organizations at all levels in colleges and universities, give play to the linkage mechanism of society, family, school and individuals, carry out various activities and lectures, and participate in various positive public welfare activities, so that they can experience it from social practice and cultivate college students' sense of social responsibility in the new era, both theoretically and practically. Moral cultivation, ideological and political education, moral quality and professional moral cultivation in university education refer to people's self-training and self-transformation in moral quality and moral consciousness. It can also be said that it is moral self-education, which is an internal process in which individuals consciously transform the moral requirements of a certain society into personal moral quality. Many thinkers and politicians in the history of our country attach great importance to moral cultivation. China pre-Qin Confucianists attached great importance to moral cultivation, and Confucius believed that moral cultivation was the foundation of standing in the world and governing the country. What he is most worried about is "not cultivating morality". Mencius put forward such moral cultivation methods as "be big first", "ask for help" and "ask for reassurance". Neo-Confucianism in the Song and Ming Dynasties inherited and developed the Confucian moral cultivation theory since the pre-Qin period, with special emphasis on "respecting poverty" and "examining and treating" in cultivation methods. Yan Yuan, a thinker in Ming and Qing Dynasties, further emphasized the important role of "practice" in moral cultivation. China's theory of moral cultivation in history, combined with Confucian moral norms such as loyalty and filial piety, has played an important role in maintaining and consolidating the feudal economic and political system through vigorous propaganda and implementation by the ruling class. Because moral cultivation plays an important role in China's 5,000-year history, it is very necessary for educators to talk about college students' moral cultivation. First, the status quo of contemporary college students' moral cultivation and its reasons 1. Moral cultivation has declined. Since the establishment of the socialist market economy system, various ideological trends have gathered among college students. Believe in collectivism or individualism? Pay attention to giving or taking? Is it good for others or selfish? Study hard or pursue money? These values are presented to college students for them to choose and decide. In this case, some college students have a wrong tendency to choose life values, which has become a major social problem, seriously affecting the cultivation of contemporary college students' professional ethics, and even has become the dominant values of a considerable number of college students. These circumstances make college students deviate from their professional ethics. 2. Lack of educational content. At present, there is a tendency that cannot be ignored in school and family education, that is, excessive competition and materialism, which leads to emotional desertification of some students. Reflecting on our educational methods, it is not difficult to find that most of them are unscientific and unsystematic. For example, we ignore the practice of ideological and moral character in class and pay one-sided attention to rational education, preach that ideological and moral character is out of touch with the real society, and talk nonsense, trying to improve the comprehensive quality of college students through one or two lectures and realize individual education at the expense of collective education. 3. Poor practical ability of public morality. The vast majority of contemporary college students are only children. They grew up with wealth, were spoiled from childhood, lacked frustration education, and were vulnerable in their minds and emotions. Due to the defects in family education and the influence of bad social atmosphere, there has been a phenomenon of "physical precocity and psychological late maturity", which is manifested in weak moral concepts and poor spiritual civilization quality. On the moral level, they are either duplicitous or shelved. You preach you, but I still go my own way. 4. The consciousness of ideals and beliefs is not strong. Some college students think that the ultimate way out of education is not great, and there is no future after graduation, so there is a current situation of avoiding learning. Some college students have no interest in learning and lose confidence in life. In order to cope with teachers and exams, some of them copied other people's homework and cheated in exams, wasting their good time on dressing up, puppy love, internet and fashion, thus neglecting their studies. Most parents pay too much attention to the development and cultivation of children's intellectual education and neglect the guidance of children's moral education, let alone the education and cultivation of children's professional ethics. 1. Create a good environmental atmosphere, and cultivate and enhance college students' professional ethics awareness. Give full play to the self-education function of college student unions and student associations, guide college students to carry out activities such as civilized class groups, civilized dormitory creation and young volunteers, integrate professional ethics training into various activities, and cultivate students' professional ethics qualities such as caring for others, loving groups, serving the public and friendly cooperation. Make use of various media to strengthen the publicity and education of professional ethics, broaden the educational channels, and vigorously publicize the deeds of moral models such as Liu Hongan, Lift Brother Zhou Chong, the most beautiful driver Wu Bin and Zhang Lili through theme class meetings, practical activities and academic lectures, so as to promote exchanges and learning among contemporary college students, deepen their understanding of professional ethics and inspire and edify contemporary college students. 2. Ideological education. Improve the education quality of related courses, connect boring theories with vivid teaching forms, cut into reality, fundamentally improve the teaching effect, optimize the teaching environment, fully understand the national conditions, long history, culture and fine traditions of the motherland through in-depth study, stimulate their patriotic feelings, clarify their social responsibilities, establish lofty ideals and beliefs, and take serving the people wholeheartedly as their action guide and moral pursuit. 3. Give play to the linkage mechanism of society, family, school and individual to cultivate college students' professional ethics. The formation of college students' professional ethics is a slow process, which needs long-term cultivation and accumulation. It is not something that students or a few people can simply understand. It needs the cooperation of families, schools, individuals and the whole society. Parents are children's first teachers. The quality of family environment, parents' own knowledge and moral cultivation directly affect the formation of children's outlook on life. Therefore, parents should constantly strengthen their self-cultivation, improve themselves, educate and guide their children with correct values, outlook on life and world view, so that children can distinguish right from wrong, beauty from ugliness, and good from evil from childhood, and lay a good foundation for their healthy growth in the future; Schools should enrich students' minds with systematic and scientific cultural knowledge and arm students' minds with scientific and advanced outlook on life, so that students can form a scientific, systematic and perfect ideological and moral system and lay a solid foundation for students to step into society; The society should make use of powerful public opinion propaganda tools to promote the good and eliminate the evil, publicize the "truth, goodness and beauty", crack down on the "false, evil and ugly" and establish a correct public opinion orientation. 4. Play an important role in behavior education. The cultivation of professional ethics should not be confined to classrooms and forums, but should go to real life and society. Facing the new tasks entrusted to ideological and political work in colleges and universities in the new era, we should grasp the characteristics of novelty, uniqueness and pleasure of contemporary college students, explore new ways and methods of ideological and political work suitable for their lives, guide them to seek stability, truth, height and beauty, and let them grow up along a healthy and upward track. Colleges and universities should create conditions for college students to participate in practical activities inside and outside the school, so that college students have more opportunities to exercise and experience their professional ethics in activities, mobilize their internal quality to cope with the temptations and challenges of the external environment, and improve their professional ethics through continuous self-education and self-evaluation. In short, the university campus is a gathering place for talents, and it is also a place for active thinking and active attention to socially sensitive topics, and college students living in it are the main participants in these activities. It is not surprising that some new situations and problems appear in college students' minds. There is no need to panic, and there is no need to attribute some negative thoughts that allude to college students exposed during the social transformation period to college students themselves and universities. The most important thing is to grasp the pulse of college students' ideological changes in the social market economy environment, guide their outlook on life and values correctly in time, find ideas from the root of their ideological problems, give full play to the advantages of party organizations at all levels in colleges and universities, carry out various activities and lectures, participate in various positive public welfare activities, let them experience from social practice, and cultivate college students' sense of social responsibility in the new period.