Investigation Report on College Students' Consumption With the popularization of higher education, the market-oriented operation of higher education is becoming more and more obvious. In recent years, the large-scale enrollment expansion of colleges and universities has enabled more and more students to enter the hall of higher education. By the beginning of 25, the number of students in colleges and universities had reached more than 1,8, and the number of students in other forms of education, such as TV universities and online education, totaled 21 million. Thus forming a higher education market with a large number of people. As an important part of it, college students' consumption market has become the focus of people's attention. "No matter how poor you are, you can't have poor children." With the popularization of higher education, the market-oriented operation of higher education has become increasingly obvious. In recent years, the large-scale enrollment expansion of colleges and universities has enabled more and more students to enter the hall of higher education. By the beginning of 25, the number of students in colleges and universities had reached more than 1,8, and the number of students in other forms of education, such as TV universities and online education, totaled 21 million. Thus forming a higher education market with a large number of people. As an important part of it, college students' consumer market has increasingly become the focus of attention. "No matter how poor you are, you can't have poor children." Parents invest in education with this concept, which also makes college students' consumer ability higher than the general level. How to face this consumer market correctly, and how to understand the consumer situation of college students and its impact on the social economy? To this end, I conducted a survey on the consumer situation of some college students in three universities stationed in Yantai University, ludong university and shandong institute of business and technology, so as to have a comprehensive and detailed understanding of the consumer situation of college students today. The following are the specific contents of this survey and my analysis of this situation: First, the characteristics of college students' consumption. As a special group of social consumption, college students have different consumption psychology and behavior from other social consumption groups. According to the survey, we can clearly see that college students have the following characteristics. 1. The concept of consumption is complex, and the students who have the advantage of perceptual consumption have no financial resources, poor economic independence and no foundation for consumption. The non-independence of economy determines that college students have little experience in independent consumption and cannot rationally measure consumption value and cost. College students have not formed a complete and stable concept of elimination, and their self-control ability is not strong. Most of them are random and impulsive elimination induced by media propaganda or influenced by classmates around them. This is also the result of the demonstration effect of college students. According to the survey, at present, 3% of college students have mobile phones, but there is great blindness in the elimination of mobile phones. Some college students who own mobile phones have the need of communication, and their family economic conditions permit; The other part has communication needs, but the family's economic conditions can't afford it. There is also a part of "luxury" consumption that has neither communication needs nor family economic conditions. The "luxury" elimination is caused by the demonstration effect of college students' elimination and the psychology of comparison. 2. Students have high loyalty to products. College students will believe their real experience to a certain extent. If they use a product to produce a good experience, they will insist on using it, thus gradually forming a fixed preference and eventually forming a habit of using it, and maintaining good loyalty to it. Shampoo, for example, has a fragrant smell, good quality and obvious effect, which will encourage them to continue to use it. 3. Diverse tendencies The 21st century is an era of increasingly rich material life and spiritual life. Contemporary college students are no longer satisfied with the monotonous life of dormitory, classroom and library. Entertainment, sports, mobile phones, computers and new IT have all become hot spots for college students. College students' consumption has shown an obvious trend of diversification. If economic conditions permit, most students will travel, go to karaoke bars and bars, or buy computers, mobile phones and MP3 players, which reflects the desire of college students to get out of campus, integrate into society and have a high-quality life. Second, the structure and level analysis of college students' consumption "Where do you come from? Where do you go?" According to the survey, 75% of the students depend on their parents, 13% rely on loans, 8% get scholarships, 9% subsidize their daily expenses by working, and 1% need to reduce their schooling. It can be seen that the students' main source of income is their parents, but the sources tend to be diversified. But life does not include miscellaneous studies and accommodation. If this "big head" is added, the proportion from parents will be higher. It can be said that college students basically appear on the social stage as a pure consumer. As for the problem of college students' elimination, the survey shows that college students' life is mainly used for food, clothing, housing and transportation, and the large amount of consumption, such as mobile phones, computers and various trainings, is not included. Mobile phones have become the main consumer products of college students, which can be seen from the following analysis. Mobile phones have become an indispensable communication tool for modern people, and college students are one of the people with the highest penetration rate of mobile phones. The survey shows that 47.2% of Yantai University students have mobile phones, and the higher the grade, the higher the penetration rate of mobile phones. For example, only 6% of freshmen have mobile phones, while 82% of seniors have mobile phones, which is much higher than the average rate of mobile phones in social groups. About 83% senior students made it clear that the main reason for buying mobile phones is to facilitate job hunting. Although the main function of mobile phone is to talk, the short message function is the most commonly used by college students. When choosing a mobile phone, they think that the mobile phone with a size between 1 and 18 is the most popular. Therefore, the structure of college students' elimination presents a structure similar to an upright cone. Students with richer families are located at the upper end of the cone, and they have valuables such as computers and famous mobile phones; Students from poor families are at the lower end of the cone, and they often rely on work-study or loans to maintain normal university life; Other students are located in the middle of the cone, they have no worries about food and clothing, and their living standards are in the middle. At the same time, from the above analysis, we can clearly see that it decreases from the upper end of the cone to the lower end of the cone, which also clearly reflects the hierarchy of college students' consumption. Third, the impact of college students' elimination on family and society. College students' elimination has a direct impact.