Research On Conspicuous Consumption Of Contemporary College Students

Conspicuous consumption refers to the consumption make others understand consumer identity status and economic strength, a kind of consumer behavior to win the honor,self satisfied.It is a variant of the traditional consumption,with"the inner meaning of symbol consumption", is a kind of consumption mode of the people satisfy the vanity, obtain social identity.College students of conspicuous consumption is different from other groups in society, their conspicuous consumption mainly through emotional consumption, symbol consumption and body consumption three kinds of forms, with the characteristics of non rational, vanity and differences.Drive in the factors such as the consumerism, mass media, school groups,parents’ consumption patterns and its value of uncertain,College Students’ conspicuous consumption not only make students’ consumption concept distorted, tension between students, family economic burden, but also increased the difficulty of school teaching management in a certain extent, have a noticeable negative effect on their own, family, school and society.Therefore, the thorough study of the college students of conspicuous consumption, put forward a transition strategy, not only conducive to the formation of College Students’ health, scientific concept of consumption, but also conducive to the erosion of college students to consciously resist the bad consumption trends, promote the formation of the whole social good consumption habits.In this paper, based on previous theoretical study, combined with the characteristics of consumption of contemporary college students,using questionnaire survey on College Students’ conspicuous consumption in-depth investigation and analysis, and from the social,school, family and individual four aspects of their transformation,conspicuous consumption strategies discussed.