Problems And Measures Of Modern Chinese University Students Consumption Concept

The development of the socialist market economy continuation, thedeepening of reform and the process of opening up caused theunprecedented material abundance improving peoples’ quality of life, aswell increased consumption level presenting new trends. At the same time,such a high consumption values exposed number of issues, whichgenerated enormous changes. Modern university students can be treated asa special social consumer group; their consumption values are affecteddirectly by the construction and the development of the life outlook, as theylive, learn, work and even have a profound impact in their future. Thispaper is based on the observations of modern university students’ life statewith the analysis of consumer values. The analysis of consumer values, themodern university consumer problems affect countermeasures, werestudied in order to strengthen students’ consumption values education.This paper describes the concept of the issue, cause analysis; optimizingcountermeasures specifically described four aspects of consumer valuescollege students: the first part of the values, consumption values, conceptsand values of university students spending a specific connotationelaborated: university is the university consumption values as huge, butspecific consumer groups, carried out the specific groups value judgments,expressing of the points of view, attitudes, opinions etc. during theconsumption process. The correct university students consumer values, asan important part of university students’ value system should not only behelpful in the health growth of the individuality, but also productive for thesmooth development of others; at the same time it should be scientificallybased, not harming the environment, that is to be positive for thedevelopment of the whole society and not to cause the negativeconsequences. The second part with help of interviews found out that students with thepursuit of the modern culture, respect for individuality, focus on thedevelopment of other features. Although the significant part of theuniversity students’ consumer values are rational and healthy, but still thereare some students whose consumer tendencies can be called irrational: aserious blind comparisons of consumption, extravagance and waste moreprominent, too much emphasis on human waste, as well as moral sense ofresponsibility are not strong.The third part is devoted to the problem of university consumption valuesspecific analysis, there are four main sources of these problems: thecommunity, school, family, individual level: the invasion of Westernconsumerism trends, the impact of the social market economy, theenvironment, the growing influence of the ethos; school management islagging behind because of the lack of attention to consumer valueseducation; doting parents and parents lag; relatively strong independentconsumer psychology, spiritual light weight material comforts investment.On the contrary, these students of poor consumer values will tend to have anegative impact on society, schools, families, and individuals themselves.The fourth part, university students’ consumption values for the problemsput forward some optimization measures: first, the university itself shouldhave correct consumer values: living within one’s affordable level,moderate consumption; avoiding of the blind irrational consumption;protecting the environment, green consumption, hard working. Second, aneffective way to guide students to establish a correct consumption values:advocacy role in guiding the community, focusing on the culturalconstruction of schools, families play a supplementary education topromote student self-improvement...