Research On The Current Situation And Countermeasures Of College Students Symbolic Consumption Behavior In Theconsumer Society

Consumption is an essential link in social reproduction, plays an important role in human social life and production. With the increasing abundance of material wealth, the consumer goods market booming, "consumption" was given to meet the needs of life outside of the social and cultural intension, people’s consumption of goods is no longer limited to material single goods or products, also includes items attached to the symbolic meaning, and through the consumer behavior to show own personality, taste, social status and social identity. College students are in a variety of consumer goods market, consumer culture is widely spread in the consumer society, the consumption concept and consumption patterns are gradually changing. Based on the empirical investigation of college students in Zhengzhou, this paper analyzes the current situation of College Students’ symbolic consumption behavior, analyzes its causes, and puts forward some countermeasures and suggestions to guide college students’ rational consumption.This study is divided into five parts:The first part of this paper analyzes the background of the study on the generation background of the consumer behavior of college students, and summarizes the theoretical significance and practical significance of this study. Collecting and sorting out the literature about consumption, symbol consumption and university student’s sign consumption behavior research in China and abroad, and extracting the theoretical basis of this study.In the second part, the status quo of symbol consumption behavior of college students were investigated by means of questionnaire survey and case interview, statistical investigation is the basic situation, consumption level, consumption, consumption structure from the aspects of understanding students’ basic consumption habits and consumption patterns, and the symbolic consumer behavior cognitive survey, explore students’ symbol consumption psychological, for reasons of students’ symbol consumption behavior analysis to provide a realistic basis; to mass media, reference groups, the students have their own economic strength and other factors as the starting point of affecting the university students’ character, consumer behavior factors.In the third part, from the two aspects of internal and external causes, the analysis of the causes of College Students’ symbolic consumption behavior. From the external point of view, consumption as distinguished by the rise of the social class and the establishment of consumer society provide the soil for the generation of students’ symbol consumption behavior, and mass media propaganda and reference groups demonstration is to strengthen the symbol consumption behavior of college students; from the internal point of view, symbol consumption is students to express self identification and group identification of the need to seek.The fourth part discusses the countermeasures to guide college students to keep away from the unreasonable consumption behavior, and puts forward some suggestions for college students to form scientific and rational consumption habits. It is not easy to correct the symbolic consumption behavior of college students. This process can not be separated from the education of the school, the propaganda of the mass media, the cooperation of family and friends, and the strict self-discipline of college students.The fifth part is the summary of this study.