Study On The Transitiom Of Contemparary Female College Students’ Consumption Concept

Since the reform and opening up, with the changes of the times, the whole society’s consumption concept has undergone tremendous changed and groups of female college students’consumption concept also changed. Both of them show distinct stage characteristics. At the same time, higher education changes continuously to the popular education and the number and proportion of female university students increase. Then the research on female college students’ consumption concept has also become an important research subject of higher education research and the consumption field.This paper takes the contemporary female college students’view of the consumer as the research object to comb the changes, motive and value orientation of the contemporary female college students’ consumption concept through the analysis of the consumption characteristics, the existing problems and effects of the "post60s" to "post90s" female college students. On this basis and investigation, this paper focuses on the research of the "post90s" female college student’consumption characteristics, existing problems and reasons in order to put forward some countermeasures and suggestions for establishing correct consumption of contemporary female college students.From "post60s" to "post90s", the different times of female college students’consumption concept has same point that dependent on consumption, keep the rational consumption during learning activity, show avant-garde and representative, etc. It also has a tendency of consumption which tends to more open, advanced and diverse. In different ages, female college students have different consumption concepts, structures and behaviors, because of the influence of rapid economic development, environmental lead vacancy factor and changes of consumerism and female students’consumption motivation. From the analysis, the female college students’consumption concept changes into value orientation which shows the transition from paying more attention to the utility into paying more attention to fashion, transition from paying attention to grade the paper into the individual tendencies exist and the transition of consumption. With the investigation and research, by comparison, the current "post90s" female college students’consumption concept problems manifested in the excessive consumption, advance consumption and waste. The existence of such problems is because of the social environment factors, school factors, family factors and their own guidance factors. Therefore, it is very important and necessary to guide and standardize the social consumption atmosphere, strengthen university on scientific consumption view education and guidance, improve the family on female college students’ consumption guide and support and enhance the consumption of female university students self management ability in order to establish the correct consumption concept of female college students...