A Study On Contemporary College Students' Consumption Value

University students are the hope and future of our motherland, they are the most dynamic group of our society, they reflect the values of contemporary China, they are the most special group of the consumer groups in the society. Studies of university students'consumption are helpful to identify changes in trend values of contemporary China, to understand the potential value of the core consumer group, to grasp the pulse of the future Chinese market. And along with our education system and social development, the number of college students is sustained growing. At the same time, the consumer characteristics and consumer psychology of this group are quite different from other consumer groups. As a group of shouldering the future of our country, it's essential for us to focus on their consumer situation, to grasp the psychological characteristics and behavior-oriented of their personal consumption. How to guide college students to establish a scientific and healthy consumption concept will become our new topics of common concern.To correctly guide the consumption of contemporary college students and ultimately affect their formation of rational, scientific conception of green consumption, it will play an active role in China's economic development and harmonious society's building of enhancing our country's core competitiveness, training of talented people, reducing the social costs, thus forming a virtuous cycle of intergenerational consumption concept. The thesis is based on analysis of consumption concept from economic, political and cultural perspective view and can draw the correct view of consumption concept, namely, "rational, moderate consumption". And students to establish a correct view of consumption, not only conducive to the healthy growth of individual students, but also will have an important role in style of study, school spirit building and maintaining the fine tradition of our party, practice the scientific concept of development. So, is there any problem in consumption concept of college students? The answer is absolutely yes. College students'spending targets are not clear, there exist polarization level of consumption, consumption of blind comparisons, weak of savings and financial literacy awareness, the number of "early consumption", namely irrational consumption is increasing, and other issues. These problems arise with the consumption of bad atmosphere in society, there are defects in the education of college students'household consumption and negative defects of Western consumer attitudes are closely related, inextricably linked. So how do we strengthen the education and consumer guidance of college students'consumption concept? Firstly, we should instruct college students'consumption for five aspects, namely education of consumer psychology, consumer behavior, consumer ethics, students'financial management and related consumer regulations, etc. Secondly, it's necessary to construct a correct training system of consumption view which mainly consist of college education and management, and coordinate with the education of family and society. Instructing and educating students to set up correct consumption view has a great significance to the development of students themselves and our nation. It can not only improve the healthy growth of students, but also can train more qualified builders and successors to contribute to building a harmonious society.