Consumption Studies Of Chinese College Students

This paper mainly studies the analysis of the consumption situation and bad consumption concept of university students. On the basis of investigation and analysis of consumption structure and consuming behavior, this paper summarized the bad behavior of consumption and find the ways to solve the problem. At the same time, this paper is aimed at helping students to establish a correct concept of consumption, and guiding a reasonable, moderate, scientific consumption conception. In consumer markets, college students group is a special consumption group, which is also a special social group who has received university education. As the senior talents, college students’ group is the forefront of social groups which represents new technology and new thinking. Since China’s reform and opening up, Chinese college students scale has been more and more big. At present, the population of college students have reached 100,000,000 around the world. China has the world’s largest scale of college students, more than 15.000.000, which has doubled from 1998 to 2012. College students as a vast and emerging group, more and more businessman has been paid more and more close attention on the group. Due to the age of college students is between 18 to 23 years old, who is in a concentrated period of mental development and physical development, which led to their mental immaturity. Simultaneously, for the limited to campus, their consumption psychology and consumption behavior is relatively unique, which is a complex of dependent and independent, personality and accommodating, steady and conflict, thrifty and overdraw. On the one hand, college students have a strong consumer demand; on the other hand, college students have not get economic independence, whose consumption receives restriction. Advanced consumption concept and hysteretic of consumption strength take a great influence on them. Thus, college students is a special groups compared to ordinary consumer groups. Special groups naturally have their own special characteristics, which is hard to avoid irrational consumption and even some consumption problems. As the emerging consumer, social environment affects college students’consumption concept and consumption patterns; for another, college students’ consumption will in turn affect the social culture and mass consumption.