Research On The Cultivation Of College Students’ Rational Consumption Concept In The New Era

Since China established the market-oriented reform,especially the goal of economic system reform is the socialist market economic system,China’s social economy has achieved rapid development,people’s living standards have been continuously improved,and consumer demand and consumption concepts have become more and more diversified.At the same time,various consumption thoughts began to influence college students’ consumption concepts and behaviors.As the main force of future consumption,the rationality of college students’ consumption view in the new era will not only affect their own consumption behavior,but also affect their correct world outlook,outlook on life and values,and will also affect the consumption atmosphere in the future society.Therefore,the cultivation of college students’ rational consumption view is not only the need for college students to grow up,but also the need for forming a good social consumption atmosphere.Under the guidance of Marxist theory,this paper expounds the content,characteristics,theoretical basis and ideological resources of cultivating college students’ rational consumption view in the new era by using the methods of literature research and questionnaire survey,and on the basis of summarizing domestic and foreign literatures.By using the above theoretical analysis framework,a questionnaire survey was conducted to analyze the basic situation of the cultivation of rational consumption view of college students in the new era.The attitude of college students to the cultivation of rational consumption view is positive,and most students have some understanding of the content,form and subject of the cultivation of rational consumption view.However,there are also some problems,such as college students’insufficient understanding of rational consumption knowledge,understanding of rational consumption concept,insufficient internalization of rational consumption psychology and lack of cultivation of rational consumption habits.The main reasons for these problems are insufficient attention to the cultivation of college students’ rational consumption concept,unclear cultivation content of college students’ rational consumption concept,different educational challenges faced by college students’cultivation subjects and relatively simple cultivation forms of college students’ rational consumption concept.On the basis of the above analysis,this paper further puts forward four countermeasures to strengthen the cultivation of rational consumption view of college students in the new era:clarifying the cultivation purpose and strengthening the emphasis on the cultivation of rational consumption view;Standardize the cultivation content and strengthen the teaching of college students’ rational consumption view;Pay attention to cultivating the main body,not only give full play to their respective advantages,but also strengthen their cooperation;Innovate the cultivation form and improve the cultivation system of college students’ rational consumption view.