The Research Of The Youth Subculture Influence On College Students' Consumption Concept

Youth subculture is a type of unique culture,created and welcomed by the certain youth group,it was invited,believed and spread by them,and represents an unique system of culture value,mode of thinking and living style,it is popular among the youth group.Same as the common culture,youth subculture also has the commercial and consumptive value,thus it has the possibility in directly and greatly influencing the concept of consumption among college students,and may cause the differentiation in varied ways.Present college students are the successors in future nation development,their concept and behavior of consumption will not only affect their life and development status in campus,but also greatly influent the common consumptive behavior in the future.In the purpose of meeting the internal requirement of improving the quality of college students,and the external demand of obeying the wheels of the society development,this dissertation hereby focused in the study of the subculture influence in college students' consumption concept.This dissertation used part of the students from colleges and university in Hubei as the observation objects.It started from the relative theories on youth subculture,followed the logic of introducing the question – finding the problem – solving the dispute,used varied research methods such as literature analysis and questionnaires,along with the ideological and political education concept,emphasized on the research of relationship among youth subculture,consumption concept and behavior of present college students,discussed the guiding principle and method on consumption education.This dissertation contains four parts: Part 1 based onrelative researches and their achievements,explains the relevant conception,including the concept of youth subculture,features of subculture,the definition of consumption conception;Part 2 analyses the questioners results,which were the first hand data gathered from observation objects,includes the current status of consumption concept,structure and mentality among colleges students.This part also concludes the problems and conflicts occurred in consumption behavior.Part 3 analyses the mode of the subculture influent the students' consumption concept on sense of worth,consumption behavior,and consumption mentality.In the purpose of guiding the students to reject the hedonism and down-side of worth sense in the subculture subjectively,practicing in saving mode campus establishment,and forming the healthy and scientific social consumption custom,the Part 4carries out the solutions and suggestions from four area including social education,school education,family education,and self-education.