Chapter 1

With the further deepening of reform and opening up, my country’s economic strength and comprehensive national strength have continued to increase, and people’s living standards have continued to improve. Consumption issues have become particularly important. With the continuous expansion of enrollment in colleges and universities, from 1998 to XX, in just 7 years, the total number of Chinese college students surged from 1.08 million to more than XX million. The number of college students has increased significantly, and they are increasingly emerging as a special consumer group. At the same time, college students are a group with a relatively high level of cultural knowledge and relatively good ideological and moral qualities among their peers, and they have the role of setting an example.

They not only have new changes in the consumption outlook of young people in their early youth, but also have a consumption outlook that is different from their peers. Paying attention to the new changes in college students' consumption and guiding them to establish a correct concept of consumption will not only be beneficial to the healthy growth of college students, but will also serve as a good example for the correct guidance of social consumption. Therefore, a comprehensive and detailed understanding of the consumption situation of college students has become an indispensable part of the ideological and moral education in colleges and universities, and correctly guiding college students' consumption concepts has become the focus of educating college students with the socialist concept of honor and disgrace.

Contemporary college students are not only increasing their consumption power, but also showing a diversified trend in consumption structure. In addition to basic living consumption and study consumption, contemporary college students will choose to spend more and more on the Internet Communication, communication, love and many other aspects. Aiming at the phenomenon of higher consumption among college students.

Xiang Li, associate professor of the Education Department of xx College, conducted a survey on "How much is the monthly living expenses of college students" among 43 students in the NIIT052 class he taught. The survey found that 90% of the people with monthly expenses of more than 1,000 yuan 20. People with monthly expenses of 500-1,000 yuan account for about 50%, and people with monthly expenses of less than 500 yuan account for about 30%. Among the students in their class, more than 35% of students own computers, and about 60% of college students own mobile phones. Therefore, Internet and communication expenses account for a larger share of college students' consumption expenditures than in the past.

According to the survey, in China, "no matter how poor you are, you can't poor your children." When children are admitted to college, they need money to buy things, which not only leads to financial overdrafts for some families, but also It is also easy for children to develop bad habits of spending money lavishly and pursuing pleasure. His research found: Convergence psychology and comparison psychology in college students’ consumption.

Due to the environment in which they live and their group characteristics, college students often adopt consumption behaviors that are consistent with the majority of people. Most students have a strong "herd" nature in the consumption process. This is the “convergence psychology” of college students when consuming. Convergence psychology shows that when consumers see others buying a certain item, even if they do not need the item themselves, they will follow the crowd and buy it to ensure consistency with the group.

If the psychology of convergence is not properly guided, it will develop into a psychology of comparison and showing off. The psychology of comparison and showing off is actually a self-fiction that transcends self-worth, which is manifested in a high desire for material life - —Chasing, following fashion. This is how many college students use their possessions (rather than excellent academic performance or special talents) as a means of showing off.

xx believes that the consumption behavior of college students is diversified, mainly manifested in the following categories: the first is premature consumption: the level and quality of consumption exceed the actual level of economic development; the second is abnormal consumption , consuming too much content too quickly, tilting towards high-end consumption; the third is luxury consumption, pursuing unrealistic luxury and style; the fourth is conspicuous consumption, using high consumption as a means of superiority and vanity in real society; The fifth is suspended consumption, which pursues consumption that is divorced from economic and social development and personal consumption affordability; the sixth is emotional consumption, which uses the possession and enjoyment of consumer goods as a means to make up for spiritual emptiness.

Chapter 2

With the in-depth development of social economy, college students, as a special consumer group in society, the shaping and cultivation of their consumption concepts directly affect the formation and formation of their worldview. development, thereby affecting their lifelong moral behavior.

Therefore, paying attention to the consumption situation of college students, grasping the psychological characteristics and behavioral orientation of college students' life consumption, and cultivating and improving "financial intelligence" have become important topics for colleges and universities.

1. New concepts of consumption among contemporary college students

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

With the rapid development of social economy, the way of social consumption has changed from The original single cash transaction has transformed into diversified transaction methods such as cash, credit card, and check, making people's lifestyle more convenient and faster. Contemporary college students are the best among young people. They have an open mind and never lag behind the development of the times. So what is the situation in terms of consumption patterns? In the survey, it was found that as a special consumer group, the consumption patterns of contemporary college students have entered the era of network electronics. Many college students have campus IC cards, transportation IC cards, bank ATM cards, Internet cards and even sports and fitness cards. In the era of "swiping cards", college students' consumption behavior has become unrestrained. In the words of some students , that is, "swipe the card and the money is spent."

2. Consumption diversification tendency

The 21st century is an era of rich and colorful material and spiritual life. College students entering this era are no longer satisfied with dormitories and classrooms. In the monotonous life of the front line, although books are still the main consumption object, they are no longer the first choice, let alone the only consumption item. The consumption of college students has shown an obvious trend of diversification. Mobile phones, travel, computers, and audio-visual entertainment are the consumption hot spots for college students. In the survey, when asked "What do they most want to do if financial conditions permit", most students chose "travel", followed by "buying a computer", reflecting that college students want to get out of campus and integrate into society. The desire to be with nature and have a high quality of life.

3. Rational consumption is the mainstream

Price, quality, and fashion are the main factors that attract college students to consume. Judging from the survey results, practical and rational consumption are still the main consumption concepts of current college students. It is understood that when purchasing goods, the first factors that college students consider are price and quality. This is because Chinese college students are different from foreign students. Their financial source mainly comes from parents’ support. They don’t make much money through part-time work. The monthly disposable money is fixed, about 300-800. Yuan, and those from better-off families generally have no more than 1,000 Yuan, and this money is mainly used to pay for food and daily living expenses. Due to limited spending power, college students are often very cautious when spending money and strive to "get value for money", so they will try their best to search for cheap and high-quality products.

Whether it is on campus or off campus, today’s college students have more social activities than before. Coupled with the influence of urban life atmosphere, love and many other factors, they will not consider those that are cheap but not beautiful. For commodities, on the contrary, they will pay more attention to their own image and pursue taste and grade. Although they may not necessarily buy them, quality is obviously a very important content.

4. The pursuit of fashion and ageless topics

College students stand at the forefront of the times, pursue novelty and difference, grasp fashion keenly, and are afraid of falling behind the trend. This is the most common thing for college students. Features. The most prominent consumption is the use of mobile phones. Contemporary college students generally include mobile phone consumption items in their consumption. A survey shows that the mobile phone ownership rate among students is no less than 40%. In addition, computers and related consumption are also their pursuits. As small as an Internet card worth tens of yuan, or as large as a computer, they are the pets of contemporary college students. To describe it in the words of a computer science student, they simply regard the computer as their "lover" confidant".

Thirdly, there are many people who pursue the "new" style, clothing, accessories, etc. on university campuses. Survey data also confirms this. Judging from the proportion, "popularity", closely followed by price and quality, has become the third major factor for college students to consider whether to purchase. As for products, when asked "If the economy allows, would they buy the product?" 80% of the students said yes. The above fully reflects the needs of college students for the pursuit of high quality, high brand and high taste of life.

Part 3

With the continuous development of our country’s economy, our country’s national income and national expenditure continue to increase.

As a special consumer group, college students show many unique characteristics in their consumption. The emergence of this situation is affected by many factors, and of course it is inseparable from the consumption concepts of college students themselves. In order to understand the true current situation of contemporary college students' consumption, we conducted a "Consumption Survey of College Students" from aspects such as the source, distribution and utilization of living expenses, shopping mentality, consumption level and emergency income status.

Enable college students to understand the rights and wrongs of their own behavior, raise awareness and propose appropriate policies.

In addition, we also conducted corresponding investigations on the consumption status and psychological factors of college students, and analyzed the external factors of college students' consumption from social reasons. Finally, since college students are in a period of transition in terms of psychological, physiological, and social experiences, it is also very important to correctly guide their consumption concepts. Through the investigation and analysis of this article, we hope to provide meaningful help and guidance to the majority of college student consumers.

Survey time: ***

Survey location: ***

Survey target: **** undergraduate students

We The content of the questionnaire was mainly proposed by Wang Weili and reviewed and revised by three other members. When distributing the questionnaires, we divided the labor and cooperated and distributed nearly 200 questionnaires. and taken back by the distribution staff. Group discussion for data summary and analysis from the research questionnaire. It took nearly a week to complete the questionnaire. The group discusses which aspects of the consumption issues the survey report focuses on. Finally, Yuan Li wrote the investigation report. The team has a clear division of labor and a tacit cooperation, which greatly improves work efficiency.

Text:

1. Question raised

In the current ever-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 consumer psychology and behaviors from other consumer groups in society. First of all, college students have relatively strong consumption needs. On the other hand, they have not yet gained economic autonomy and independence, and their consumption is greatly restricted by family permission. The advanced consumption concept and the relative lag in consumption power are the problems that make this group different from other groups. To understand this question more clearly, I conducted a survey on the consumption status of college students.

2. Questionnaire situation

This time, 183 questionnaires were distributed and 166 valid questionnaires were received. The main survey objects are classmates and friends around you.

3. Questionnaire analysis

1. After a questionnaire survey, 7 students have a monthly living allowance of more than 1,000 yuan, while 500-1,000 yuan and 300-500 yuan are Accounting for a considerable proportion, this result is similar to my previous imagination, indicating that the general consumption ability of students in our school is also at an average level among college students in surrounding schools.

2. Regarding the specific content of expenditure, we can see that the results for food and entertainment accounted for the top two respectively, and the number of people who chose communication and communication expenditures Basically the same, and with specific figures we can see that more and more students spend a lot of money on entertainment and communication with others, which shows that the proportion of food consumption is decreasing day by day. In contrast, today's college students have very little money for study, which is inseparable from the bad study atmosphere and social influence.

3. From the survey results of the third question, we can see that about 85% of the financial resources of contemporary college students still come from the supply of their parents. Of course, many students choose to go out of campus and choose some Working within my ability as a part-time job, in addition to supplementing my own expenses, participating in more social practice is also one of the important reasons for this. Some people use school grants and scholarships to cover their living expenses.

4. In the fourth question, we can easily find that contemporary college students still have a very shallow understanding of consumption. Many of them are impulsive consumers and buy whatever they like. Of course, there are also quite a number of people who only buy the necessities for their own study and life after careful calculation. We should learn from these classmates.

5. In the fifth question, the question about online shopping gives us a more comprehensive understanding of college students’ current consumption. We found that almost most students have conducted online shopping activities. Although the gap in specific amounts is still very large, this does clearly indicate the unstoppable development trend of online shopping in the future.

6. In the survey on the consumption habits of college students in questions 6 to 9, we found that the proportion of students with good consumption habits represented by saving money and keeping accounts accounted for less than one-third. A proportion of 1, and the number of people who have consumption plans for the next stage is less than one-half. Most students have no feelings about their own consumption, and only a small number of them summarize it as being relatively frugal. It is not difficult for us to conclude that the current awareness of scientific consumption among students is still very indifferent, and there are still great omissions in the management of their own consumption.

IV. Summary and solutions to 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. As long as we can analyze our habits and development direction calmly, we will be able to control our consumption more rationally.

Summary of the problem:

(1) Rational consumption is still the mainstream

Quality, price, and appearance are the main factors that attract college students to consume. Judging from the survey results, practical and rational consumption is still the main consumption concept of current college students. It is understood that when purchasing goods, the first factor that college students consider is the quality of the goods. This is because the financial source of Chinese college students is mainly financial support from their parents, and they do not make much money through part-time work. This makes their monthly disposable money fixed, about 600-800 yuan, and those from better families can reach 600-800 yuan. More than 1,000 yuan, and this money is mainly used to pay for food, daily necessities and daily social activities. Due to limited spending power, college students are often very cautious when spending money, striving to "get value for money" and pursuing cost-effective products. Whether in school or outside school, due to the influence of many factors such as peers, urban fashion, and love, they pay more attention to their own image and pursue taste and class. Although they may not necessarily buy the product, the price of the product must be worthy of it. quality.

(2) Consumption levels are polarized to a certain extent

According to surveys, on university campuses, the monthly consumption of students with relatively high monthly consumption is comparable to that of students with relatively low monthly consumption. Consumption is 3-5 times higher. The reason is that the higher the family income, the greater the economic supply to students, forming a special luxury pattern of college students' consumption, which is mainly reflected in travel, computers, mobile phones, social entertainment, etc. On consumption. It can be seen that the consumption gap among college students has increased and the polarization is relatively clear. This is inevitable under the current social background of drastic transformation in our country. We should also gradually improve this problem in the education of college students.

(3) Excessive pursuit of fashion and fashion, and a comparison mentality

During the investigation, it was revealed that some students are willing to scrimp on food and clothing, or even sacrifice other aspects of their life in order to own the most popular mobile phone. Necessary expenditures are made to satisfy this unrealistic wish; some students do not hesitate to borrow money from others or even steal money to satisfy their own needs for a pair of sneakers, a set of cosmetics or a piece of clothing, which can reflect the unwillingness of some students to Know how to live within your means, and driven by vanity, it is easy to form endless vanity. At the same time, for the so-called face, the comparison mentality on university campuses is also extremely serious. If others do not have it, you must have it; if others have it, you must have it. It's your own.

Solution:

Building a conservation-oriented society is one of the important tasks of my country’s 11th Five-Year Plan. Building a frugal consumption model is an important aspect of interpreting a frugal society.

Use the concept of frugal consumption to guide the transformation of consumption patterns, establish frugal, civilized, moderate and reasonable consumption concepts in the whole society, and vigorously advocate the trend of frugality. Contemporary college students are the pillars of future social construction. Strengthening the cultivation and shaping of college students' healthy consumption concepts is of great significance in the current environment of building a conservation-oriented society. To correctly guide college students to develop healthy consumption psychology and behavior, we can start from the following aspects:

(1) Strengthen the investigation and research on college students’ consumption psychology and behavior

In daily life In teaching, we should vigorously advocate the scientific method of combining investigation and research with theoretical teaching, pay attention to and strengthen attention to the consumption status of college students, and focus on discovering and solving problems by studying their consumption psychology and behavior. Of course, investigation and research is an arduous process, but as an educator, you should first cultivate your own scientific spirit of hard work, a scientific attitude of seeking truth from facts, and a scientific thinking that integrates theory with practice. Provide different solutions to the different problems of students with different problems, and solve the problem of deviations in college students' consumption concepts in a targeted manner

(2) Educate students to establish the values ??of hard work, diligence, thrift, and science Consumption awareness

Guide college students not to forget traditional concepts when considering personal consumption, and to scientifically plan and arrange their consumption levels to adapt to their family's income level. Of course, under the conditions of the socialist market economy, from the perspective of continuously promoting social and economic development and prospering the market, it is necessary to encourage college students to engage in active and reasonable consumption. If one does not consider personal financial status and affordability, blind pursuit of luxury consumption patterns is very harmful. Ideological and political educators must promptly and objectively analyze the phenomenon of consumerism in society, guide students to form a positive attitude, and not rely on their parents for luxury consumption but should be self-reliant and independent as sober consumers.

End:

Through this survey, we have basically grasped the consumer psychology trends and current situation of contemporary college students. The basic living expenses of college students are generally realistic and reasonable. But at the same time, there are also many problems, such as comparison mentality, irrational consumption, and irrational consumption. This is mainly caused by students coming from all over the country, due to different family situations and differences in consumption habits. Among college students, cultivating independent financial management abilities and scientific values ??should be a top priority. We have reason to believe that with the joint efforts of all aspects of society, contemporary Chinese college students will definitely form a more reasonable and realistic view of consumption.

1. Rational demand for consumption

Enjoyment and fashion have become the main factors attracting college students to consume. Judging from the survey results, college students’ consumption concepts and habits need to be adjusted and improved. So I put forward the rational demand for consumption. Although the topic sounds big, in practice we need to start with details. For example, keep a record of your daily consumption to help you find the reasons for overspending. At the same time, you must also make plans and plans for future consumption, so that you are well aware of it, and you cannot expand your consumption unchecked due to interest, which will cause your consumption to deviate from your own lifestyle. These two points can also ensure to a certain extent that you have the best possible level of enjoyment under your personal living standards.

2. Reject the consumption of luxury goods

At present, some families have high incomes and provide more financial supplies to students, which constitutes a relatively luxurious pattern of consumption among these college students. , mainly reflected in the consumption of tourism, entertainment and electronic products. This was also fully reflected in our survey. 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 social background of drastic transformation in our country. As a student, we should be responsible for ourselves and our families, and reduce unhealthy consumption that exists only for vanity.

3. Adjust the consumption structure

From the 1970s to the early years of rapid economic development, one aspect of the living consumption of Chinese college students has been inherited, that is, the consumption of college students The main components of consumption are food expenses and the purchase of study materials and supplies.

The imbalance in the consumption structure in recent years not only reflects the deterioration of the learning atmosphere, but also reflects the impetuousness of people's hearts and the impact of society on college students' consumption psychology. We have to adjust it to suit our consumption levels.

4. Put an end to the mentality of comparison, and do not pursue fashion excessively

In reality, in order to own a mobile phone or change to the most popular camera, some students are willing to save money and even reduce their own expenses. Other necessary expenses, such as some male students for a pair of sports shoes, and some female students for a set of cosmetics or a piece of clothing, do not hesitate to borrow money from others to satisfy their own needs, which can reflect that students do not know how to live within their means. , and the drive of vanity can easily form an endless comparison mentality, leading to a vicious cycle, so we must put an end to our own comparison mentality. As for not pursuing fashion too much, we college students should focus on learning, and these secondary things should not become the most worrying thing for us every day. Improvements in this area will definitely help college students develop good consumption habits.

5. Awareness of economic independence and concept of savings

As professionals who receive advanced knowledge and can enter the society at any time, college students must try to become financially independent during college. Cultivate certain investment concepts and develop your own scientific savings concepts. This is a very meaningful approach for managing your own life in the future. Not only can it reduce the burden on the family and allow parents to worry less about themselves, it can also exercise their investment awareness and self-control abilities.