With the further deepening of reform and opening up, China's economic strength and comprehensive national strength have been continuously enhanced, and people's living standards have been continuously improved, so the consumption problem is particularly important. With the continuous expansion of colleges and universities, from 1998 to XX, the total number of college students in China has soared from1080 thousand to more than XX in just seven years. The number of college students has greatly increased, and they have become a special consumer group. At the same time, college students are a group with high level of cultural knowledge and relatively good ideological and moral quality among their peers, which has an exemplary role.

They not only have new changes in young people's consumption views in their early youth, but also have different consumption views from their peers. Paying attention to the new changes in college students' consumption and guiding them to establish a correct consumption concept are not only conducive to the healthy growth of college students, but also play a good demonstration role in the correct guidance of social consumption. Therefore, a comprehensive and detailed understanding of college students' consumption situation has become an indispensable part of ideological and moral education in colleges and universities, and correctly guiding college students' consumption concept has also become the focus of educating college students with socialist concept of honor and disgrace.

Contemporary college students are not only improving their consumption ability, but also showing a diversified consumption structure. In addition to basic living consumption and study consumption, contemporary college students will choose to spend more and more on network communication, communication, love and many other aspects. In view of the high consumption of college students.

Xiang Li, an associate professor in the Department of Education of xx University, conducted a survey on the monthly living expenses of college students among 43 students in niit052 class he taught. According to the survey, 20% of them spend more than 1000 yuan and 500- 1000 yuan per month, and about 50% of them in 500 yuan are less than 30%. Among the students in their class, more than 35% have computers, and about 60% of college students have mobile phones, so the share of network and communication expenses in college students' consumption expenditure is larger than before.

According to the survey, in China, it has always been "no matter how poor you are". When children are admitted to college, they need money to give them money and buy things, which not only leads to the financial overdraft of some families, but also makes children develop the bad habit of spending money lavishly and seeking pleasure. His research found that college students' psychology of convergence and comparison in consumption.

Because of the environment and their own group characteristics, college students' consumption psychology often adopts the same consumption behavior as most people, and most students are more "conformity" in the process of consumption, which is the "convergence psychology" of college students when they consume. Convergence psychology shows that when consumers see others buying something, even if the item itself is not so needed, they will follow the crowd to ensure their consistency with the group.

If the convergence psychology is not properly guided, it will develop into the psychology of comparing and showing off. The psychology of comparing and showing off is actually a kind of self-fiction that transcends self-worth, which is manifested in the pursuit of material life and fashion. In this way, many college students regard having all kinds of things (rather than excellent studies or special talents) as the capital to show off.

Xx thinks that college students' consumption behavior is diversified, which is mainly manifested as follows: first, precocious consumption: the consumption level and quality exceed the actual level of economic development; The second is abnormal consumption, which consumes too much content too quickly and leans towards high-end consumption; The third is luxury consumption, pursuing unrealistic luxury and style; The fourth is to show off consumption and regard high consumption as a means of realistic social superiority and vanity; The fifth is to suspend consumption and pursue a kind of consumption that is divorced from economic and social development and personal consumption affordability; Sixth, emotional consumption, taking possession and enjoyment of consumer goods as a means to make up for spiritual emptiness.

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With the in-depth development of social economy, college students, as a special consumer group in society, the shaping and cultivation of their consumption concept directly affects the formation and development of their world outlook, and then affects their moral behavior throughout their lives. Therefore, it has become an important task for colleges and universities to pay attention to the consumption situation of college students, grasp the psychological characteristics and behavior orientation of college students' life consumption, and cultivate and improve "financial quotient".

First, the new consumption concept of contemporary college students

1. The consumption pattern has entered the era of network electronics.

With the rapid development of social economy, social consumption has changed from a single cash transaction to cash, credit cards, checks and other transaction methods, making people's lifestyle more convenient and fast. Contemporary college students are outstanding among young people, with an open mind and never falling behind the times. So, from the perspective of consumption patterns, what is the situation? In the survey, it is found that as a special consumer group, the consumption mode of contemporary college students has entered the era of network electronics. Many college students

There are campus ic cards, transportation ic cards, bank withdrawal cards, Internet cards and even sports fitness cards. In the era of "swipe card", college students' consumption behavior is sloppy. In the words of some students, it means "spending money by swiping your card".

2. Consumption diversification trend

2 1 century is an era of rich material and spiritual life. College students entering this era are no longer satisfied with the monotonous life in dormitories and classrooms. Although books are still the main consumer, they are not the first choice, let alone new consumption items. The consumption of college students shows an obvious trend of diversification, and mobile phones, tourism, computers and audio-visual entertainment are the hot spots of college students' consumption. In the survey, when asked what they want to do most when economic conditions permit, most students choose "traveling", followed by "buying a computer", which reflects that college students have a desire to get out of campus, integrate into society and nature, and have a high-quality life.

3. Rational consumption is the mainstream

Price, quality and fashion 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, and their economic sources are mainly

With the support of my parents, I don't earn much money by working part-time. The disposable money is fixed every month, about 300-800 yuan, and the family with a better family usually doesn't exceed 1000 yuan, which is mainly used to pay for food and daily living expenses. Because of their limited spending power, college students are often very cautious in spending money and strive for "value for money", so they will try their best to search for cheap and good quality goods.

Whether on campus or off campus, there are more social activities for college students nowadays than before. Coupled with the influence of many factors such as urban living atmosphere and falling in love, they will not consider those cheap but not beautiful products. On the contrary, they will pay more attention to their own image and pursue taste and grade. Although they may not buy it, quality is obviously a very important content.

Pursuing fashion is an old topic.

It is the same characteristic that college students are at the forefront of the times, seeking novelty and novelty, and keeping a keen grasp of fashion for fear of falling behind the trend. The most prominent consumption is the use of mobile phones. Nowadays, the consumption of college students has generally increased the consumption of mobile phones. According to some surveys, the mobile phone ownership rate of students is not less than 40%. In addition, computers and related consumption are also their pursuit, ranging from a network card with tens of dollars to a pet of contemporary college students. In the words of computer majors, they simply regard computers as their "lovers' confidants".

Thirdly, the university campus is full of "new" people with hairstyles, clothes and accessories. 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 products, when asked if they would buy 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.

Tisso

With the continuous development of China's economy, China's national income and expenditure are increasing. As a special consumer group, college students show many unique characteristics in consumption. This situation is influenced by many factors, and of course it is also inseparable from college students' own consumption concepts. In order to understand the real situation of contemporary college students' consumption, we conducted a "survey of college students' consumption" from the sources, distribution and utilization of living expenses, shopping mentality, consumption level and emergency stop income.

Let college students know the right or wrong of their actions, raise their awareness and put forward adaptive policies.

In addition, we also made a corresponding investigation on the consumption status and psychological factors of college students, and analyzed the external factors of college students' consumption from social reasons. Finally, because college students belong to the transition period of psychological, physiological and social experience, it is also very important to correctly guide their consumption view. Through the investigation and analysis of this paper, I hope to provide meaningful help and guidance to college students' consumers.

Survey time: * * *

Survey location: * * *

Interviewee: * * Undergraduates

The content of our questionnaire was mainly put forward by Wang Weili and reviewed and revised by three other members. When distributing questionnaires, we cooperated with each other and distributed nearly 200 questionnaires. And was taken back by the dealer. Data collection and analysis of group discussion research questionnaire. Nearly a week later, the questionnaire was finished. Discuss in groups what aspects of consumption issues are concerned about in the survey report. Finally, Ethan wrote an investigation report. The team has a clear division of labor and tacit cooperation, which greatly improves the work efficiency.

Text:

First of all, the questions raised

In the current changing market, college students, as a special consumer group, are receiving more and more attention. Because college students are young, inexperienced, full of youthful vitality and have certain purchasing power, they have different consumption psychology and behavior from other consumer groups in society. First of all, college students have a strong consumer demand, but on the other hand, they have not yet achieved economic autonomy and independence, and their consumption is greatly restricted by family permission. The problem that this group is different from other groups is that the consumption concept is ahead and the consumption strength is relatively behind. To understand this question more clearly, I conducted a survey of college students' consumption.

Second, the questionnaire survey

A total of 83 questionnaires/kloc-0 were distributed, and 66 valid questionnaires/kloc-0 were recovered. Take classmates and friends around you as the main survey object.

Third, the questionnaire analysis

1. After a questionnaire survey, 7% of the students' living expenses are above 1000 yuan a month, while the number of students in 500- 1000 yuan and 300-500 yuan accounts for a considerable proportion. This result is similar to my previous imagination, which shows that the general consumption power of students in our school also occupies an average position among students in neighboring schools.

2. As for the specific content of expenditure, we can see that the results of diet and entertainment account for the top two respectively, while the number of people who choose to spend on communication is basically the same as the number of people who spend on communication. With specific figures, we can see that more and more students spend a lot of money on entertainment and communication with people, which shows that the proportion of food consumption is decreasing day by day. In contrast, college students now spend very little money on their studies, which is not good.

3. From the survey results of the third question, we can see that about 85% of the financial resources of contemporary college students are still provided by their parents. Of course, many students choose to go out of campus and choose some jobs they can do as part-time jobs. Apart from subsidizing their own expenses, they also participate in social practice, which is one of the important reasons for this situation. Some people use school grants and scholarships to pay for their living expenses.

4. In the fourth question, it is not difficult to find that contemporary college students have a shallow understanding of consumption, and many of them are impulsive consumers who buy whatever they like. Of course, there are also quite a few people who buy the necessities of their study and life after careful calculation. We should learn from these classmates.

5. The fifth question, about online shopping, gives us a more comprehensive understanding of the current consumption of college students. We found that almost all students have done online shopping activities. Although there is still a big gap in the specific amount, it does clearly show the unstoppable development trend of online shopping in the future.

6. In the survey of college students' consumption habits in questions 6 to 9, we found that the proportion of students with good consumption habits represented by saving money and keeping accounts did not reach one third, and less than half of them had consumption plans for the next stage. However, most students said that they had no feelings about their own consumption, and only a few people summed it up as frugality. It is not difficult for us to draw a conclusion that students' awareness of scientific consumption is still indifferent and there are still great omissions in the management of their own consumption.

Fourth, the summary and solution of the problem

Based on the above results, we can see that although college students are a special consumer group, they have their own regular consumption structure, habits and development direction. As long as we can calmly analyze, we can control our consumption more rationally.

Problem summary:

(A) rational consumption is still the mainstream

Quality, price and appearance 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 when college students buy goods, the first factor they consider is the quality of the goods. This is because the financial resources of college students in China are mainly supported by their parents, and they can't earn much from part-time jobs, so their monthly disposable money is fixed, about 600-800 yuan, and the well-off family can reach more than 1000 yuan, which is mainly used to pay for food, daily necessities and daily social activities. Due to the limited consumption power, college students are often very cautious when spending money, striving for "value for money" and pursuing high cost-effective goods. Whether in or out of school, due to the influence of peers, urban fashion and love, they pay more attention to their own image and pursue taste and taste. Although they don't necessarily buy it, the price of the goods must be worthy of its quality.

(B) the level of consumption is polarized to some extent.

According to the survey, in the university campus, the monthly consumption of students with relatively high monthly consumption is 3-5 times that of students with relatively low monthly consumption. The reason is that the higher the family income, the more economic supply for students, which constitutes a special luxury consumption pattern for college students, mainly in tourism, computers, mobile phones, social entertainment and so on. It can be seen that the consumption gap of college students is getting bigger and bigger, and the polarization is becoming more and more obvious, which is inevitable under the current social background of drastic transformation in China. We should also gradually improve this problem in the education of college students.

(C) excessive pursuit of fashion, there is a psychological comparison

During the investigation, some students are willing to scrimp and save food in order to have the most popular mobile phone, and even sacrifice their other necessary expenses to satisfy this unrealistic desire; Some students borrow money or even steal money to meet their own needs for a pair of sports shoes, a set of cosmetics or a dress, which can reflect that some students don't know how to live within their means, and vanity is very easy to form endless vanity. At the same time, for the sake of so-called face, the psychology of keeping up with the joneses in the university campus is extremely serious. What others don't have, you have to have it yourself. What others have is right.

Solution:

Building a conservation-oriented society is one of the important tasks of China's 11th Five-Year Plan. Building a conservation-oriented consumption model is an important aspect of interpreting a conservation-oriented society. Guide the transformation of consumption mode with the concept of economical consumption, establish a frugal, civilized, moderate and reasonable consumption concept in the whole society, and vigorously advocate saving fashion. Contemporary college students are the pillars of future social construction. Under the current environment of building a conservation-oriented society, it is of great significance to strengthen the cultivation and shaping of college students' healthy consumption concept. To correctly guide college students to develop healthy consumption psychology and behavior, we can start from the following aspects:

(A) to strengthen the investigation and study of college students' consumption psychology and behavior.

In daily teaching, we should vigorously advocate the scientific method of combining investigation with theoretical teaching, attach importance to and strengthen the concern about college students' consumption situation, and pay attention to finding and solving problems by studying their consumption psychology and behavior. Of course, investigation and research is a hard process, but as educators, we should first cultivate our scientific spirit of assiduous study, scientific attitude of seeking truth from facts and scientific thinking of integrating theory with practice. According to the different problems of students with different problems, different solutions are given to solve the deviation of college students' consumption view.

(2) Educate students to establish the consciousness of hard work, thrift and scientific consumption.

Guide college students not to forget traditional ideas when considering personal consumption, and make scientific plans and arrangements to adapt their consumption level to the family income level. Of course, under the condition of socialist market economy, it is necessary to encourage college students to actively and reasonably consume from the perspective of continuously promoting social and economic development and prospering the market. It is very harmful to blindly pursue extravagant consumption patterns regardless of personal economic situation and ability to pay. Ideological and political educators should analyze the phenomenon of consumerism in society in a timely and objective manner, guide students to form a positive attitude, do not rely on their parents for extravagant consumption, but strive for self-reliance as sober consumers.

Ending:

Through this survey, we have basically grasped the consumer psychology trend and present situation of contemporary college students. The basic living expenses of college students are realistic and reasonable on the whole. But at the same time, there are many problems such as comparing psychology, unreasonable consumption and irrational consumption, which are mainly caused by students coming from all over the country, different family situations and different consumption habits. Among college students, it is urgent to cultivate independent financial management ability and scientific values. We have reason to believe that with the joint efforts of all walks of life, contemporary college students in China will certainly form a more reasonable and realistic consumption concept.

1, reasonable consumption demand

Enjoyment and fashion have become the main factors to attract college students' consumption. Judging from the survey results, college students' consumption concepts and habits need to be adjusted and improved. So I put forward the rational demand of consumption. Although the topic is very big, we need to start with the details. For example, record your daily consumption, so that you can find out the reasons for overspending. At the same time, we should also make plans and plans for future consumption, so as to be aware of it, and we should not let the interests expand consumption without restraint, which will lead to consumption divorced from life. These two points can also ensure that you have a good level of enjoyment as much as possible under your personal living standard to a certain extent.

2. Reject luxury consumption

At present, some families have higher incomes and provide more financial support for students, which constitutes a relatively extravagant consumption pattern of these college students, mainly focusing on tourism, entertainment and electronic products. This point has also been fully reflected in our investigation. It can be seen that the consumption structure of college students needs to be adjusted. Of course, the occurrence of this situation is also related to the inevitability of the current violent social background in China. As a student, you should be responsible for yourself and your family, and reduce the bad consumption that exists only for vanity.

3. Adjust the consumption structure

From the 1970s to the first few years of rapid economic development, one aspect of college students' living consumption in China has been passed down, that is, the main components of college students' consumption are food expenses and the purchase of study materials and supplies. In recent years, the imbalance of consumption structure not only reflects the deterioration of learning atmosphere, but also reflects the impetuousness of people's hearts and the influence of society on college students' consumption psychology. We must adjust it to our consumption level.

4, put an end to the comparison psychology, don't pursue fashion too much.

In reality, in order to have a mobile phone or put on the most popular camera, some students are willing to scrimp and even reduce their other necessary expenses. For example, some male students borrow money from others to buy a pair of sports shoes, and some female students borrow money to buy a set of cosmetics or clothes to meet their own needs, which can reflect that students don't know how to live within their means, and vanity is easy to produce endless comparison psychology, which leads to a vicious circle. Therefore, we must put an end to our comparison psychology. As for the excessive pursuit of fashion, we college students still focus on learning, and these secondary things should not be our biggest worry every day. This improvement will certainly help college students develop good consumption habits.

5. Consciousness of economic independence and concept of saving.

As professionals who accept advanced knowledge at any time and step into the society, it is necessary for college students to try economic independence, cultivate certain investment ideas and develop their own scientific concept of saving. This is a very meaningful way of future life management. It can not only reduce the family burden, let parents worry less about themselves, but also exercise their awareness of investment and self-control.