Contemporary Urban Youth Consumer Change Its Guidance

Consumption is a kind of economic behavior which means people may meet their own personal needs and desires by purchasing the material goods or mental products. As the ultimate goal and power of social reproduction, consumption is a very important aspect of it. Since reform and opening, Chinese economy and society has undergone enormous changes. In the process from planned economy to socialist market economy system, with the development of market economy, more and more types of goods, and rising peoples living standard, Chinese consumers can more actively choose the goods in accordance with individual circumstances rather than passively accepting the consumer goods by country allocation. The market-oriented economic reforms lead to the Chinas consumer changes, and especially the urban youth become a new force of social consumption. Their consumption attitude, consumption psychology, consumption structure, consumption patterns and consumption sites have greatly changed compared with the previous generations. In some extent, the youth consumption reflects the trajectory of social development in China. Therefore, it is quite significant to analysis and study to the revolution of consumption attitude, consumption psychology, consumption structure, consumption patterns and consumption sites of contemporary urban youth consumers.However, with urbanization and the rapid development of the times, the consumption problems appeared in the contemporary urban youth can not be ignored. The younger generation will become the pillar and main force of the whole country in the near future, so their consumption problems may influence the consumption attitude of society. It is extremely necessary for the development of youth and whole consumer society to point out the problems and provide guidance.This paper mainly includes five parts. The first part, takes the conception of consumption as the starting point, further points out that consumption is an important factor in economic development by analyzing the relationship between consumption and production, and makes an overview of the development of contemporary Chinas economic situation. The second part points out that the urban youth become a new force of consumption, and comparative analyzes the consumption revolution of contemporary urban youth consumers including consumption attitude, consumption psychology, consumption structure, consumption patterns and consumption sites. The third part points out the reason of the contemporary urban youth consumption revolution by subjective and objective views. The fourth part affirms the positive factors of youth consumption, and points out the consumption problems of the contemporary urban youth combining with the foregoing analysis and relevant consumer theory. The fifth part points out several consumption principles to guide the contemporary urban youth consumers.