Research On The Education Of College Students' Consumption Values ​​in Independent Colleges

With the continuous development of society, high education has gradually evolved from elite education to mass education. The independent college whose running model combines the advantages of public colleges and flexible features of private ones has offered an opportunity for many students to further their study. Compared with the students in relatively ordinary colleges, those in independent colleges have their fixed features. Being a special consumer group, the value of consumption affects their values, views of world and life directly, which plays a very important role in personal development. The thesis takes Boya College of Yancheng Institute of Technology for example, doing research on the features, current problems, reasons and education methods of students in an independent college to offer better help to conduct targeted education.The thesis consists of four parts. In the first part, the thesis explains the background, significance, current researches in and abroad, research ideas and methods of the topic.In the second part, the thesis is going to explain the relative concepts of consumption, values, consumption value and consumption value of independent college students. It also discusses the significance of setting up the right consumption value to them and the inner relation with socialist core values.In the third part, questionnaire, interview and some other methods are used to do research on the current situation of consumption value of students in independent college. Conclusions are made from the research:students in independent colleges have the features of fashion, various contents, individuation and being unique. They hold the rational consumption value of ’Have both" and "Buy the right not the expensive goods"; however; students in lower grades prefer pleasure consumption and those in higher grades prefer development consumption. From the research of the current consumption value of students in independent colleges, we can conclude that on the whole the consumption value is rational and healthy, but some students have problems in their consumption value, such as blind competition, alienated "courtesy demands reciprocity", ahead hedonism, weak financial management consciousness and so forth. Based on these findings, the thesis analyzes and discusses the reasons why these problems exist in them. The main reasons are the erosion of consumerism in the West, social misleading, weakening of relevant education in college, growing environment in family and the slide of students’ quality.In the fourth part, the thesis gives suggestions to solve the problems of consumption value in college students. Firstly, students in independent college should set up a sustainable and scientific consumption value, rational and moderate value and independent value that relies less on family. Next, the education should be adapted to the principle of life, open and practice. In the end, the thesis puts forward the specific methods of cultivating consumption value:first, making socialist core value playing the leading role; second, creating a healthy social environment positively; third, giving full play to colleges in educating; fourth, giving full play to the demonstration of family; fifth, paying attention to the improvement and education of consumption individual.