Study On Deviation And Correction Of Contemporary College Students' Consumption Value

Consumption is closely related to people's production and life.Consumption value reflects people's basic view on consumption and determines their orientation of consumption.With the development of socialist market economy,people's consumption value has become increasingly diversified.Among various social groups,college students' consumption value is also diversified.Some students who pursue thrifty consumption goals and seek consumption goods in line with actual situation have set up reasonable consumption value.However,some students' consumption value is not reasonable.At present,under the background of comprehensively strengthening ideological and political work in colleges,it is necessary to correctly realize the problem existing in college student's consumption value and put forward corresponding countermeasures so as to guide students to establish reasonable consumption value.In such case,it can not only ensure healthy growth of students but also can promote efficient development of ideological and political work in colleges.Based on the need of study on consumption deviation of contemporary college students,literature research method,survey research method and other methods are used in the thesis,to conduct systematic study on deviation and correction of contemporary college students' consumption value.Based on concepts of consumption,consumption value,consumption value of college student,deviation of college students' consumption value,the performance and reasons for such deviation of consumption value has been analyzed and implementation plan for correcting such deviation has been put forward.First and foremost,the thesis analyzed the connotation of consumption,consumption value,consumption value of college student and deviation of college students' consumption value.In the thesis,consumption refers to the process of consuming specific productive and living materials;consumption value is people's basic view on consumption value during consumption,as well as the sum of people's position,attitude and opinion during value judgment of consumption;consumption value of college student refers to college students' attitudes,opinions and viewpoints on consumption which are gradually formed in their study and life.The variance and dissimilation of college students' consumption value is collectively known as deviation of college students' consumption value in the thesis.What's more,through positive analysis in the thesis,the deviation of college students' consumption value mainly reflects in the following three aspects: firstly,some students tend to the general utilitarian consumption or even conspicuous consumption;secondly,some students tend to the general conformity consumption or even consuming by following others blindly;thirdly,some students tend to the general excessive consumption or even overleveraged consumption.Therefore,it is believed that the negative impact of market entity's marketing activities,the misleading of social media's promotion,insufficient guidance for college students' consumption value,the variance between college students' consumption cognition and behavior are the main reasons for the deviation of college students' consumption value.At last,implementation plan for correcting the deviation of contemporary college students' consumption value has been put forward in the thesis,with theoretical basis of Marxist consumption theory,moderate consumption thought in Chinese excellent traditional culture and socialist core values;with main goals of transforming the situation of college students' consumption value deviation and assisting college students form reasonable consumption value;under basic principles of combination of inheritance and development,theory and practice,universality and individuality;by taking specific measures including standardizing market entity's marketing activities,optimizing social media's promotion,strengthening the guidance for college students' consumption value,self-correction of college students and taking precautions against such deviations.