【正文】 In recent year Findings Students consumption is not irrational Students have a high degree of brand loyalty Students focus more on fashion consumption Analysis 1. On the total spending gap between rich and poor. Students on the overall spending concentrated in the 350 ~ 500 yuan and 500 yuan to 800 yuan in this range, less than 350 yuan or more than 1,200 yuan polarization is relatively small. The record amount of spending by poor students is basically less than 350 yuan. Poor hygienic living standards and purchasing power is quite different from an ordinary student. ( 2. Diet large overhead. Whether or not poor hygiene, food expenditure in total consumption accounted for the majority, which is in line with health spending constituted. The survey found that college students are also caught its own to go out to eat dinner, and asking the students to an upsurge of expenditure in this area, though not large, but also contributed to the high consumption of one of the reasons college students, which shows college students have e to has a social municative aspects of consumption. 3. Communication work became too costly. Surveyed the crowd of mobile phone ownership rate of 92%, 70% of poor students also have mobile phones. The survey found that most of the students focused on the monthly phone costs 50 yuan to 100 yuan, poor students generally able to control mobile phone costs 50 yuan. 14% of the 第 4 頁 共 32 頁 students also have a monthly cell phone charges as high as 150 yuan. 4. Play money, love money gradual growth. With the concept of tourism into the modern consumer, college students have gradually had to spend in this area. It is understood that students will be traveling an average of twice a year, followed by traveling with a group or with 32 friends on his trip. In addition, the survey accounted for 30% of college students fell in love, for love, the cost of their monthly 200 yuan ~ 350 are high. This is a contemporary college students in the emergence of a less rational consumption. Students active in their thinking, to have a strong desire to learn new things, like the pursuit of fashion, consumption, ingratiate oneself strong, entertainment consumption, the proportion of total spending much. Conclusion 1. The consumption structure of university students to keep up with the trend of social development, and social integration. As can be seen from the survey, college students go out to dinner, invited to eat with friends, travel, munication works, cost more, just like college students has bee a small munity, college students more aware of early exposure to some of the new society consumption patterns of life, and then early integration into society. The bank cards, credit cards and other consumption patterns have also been weled students can be seen, college students, as an active munity group, although the economic strength failed to keep pace with society, but has long been on the consumer awareness and social development in sync. 2. The rational consumer is still the mainstream consumer. College students most of the money is used for eating, but not that much fun in spending. Thus, college students, or fully aware of their own mission, or the study of knowledgebased, rather than indulging in play. As the spending power is limited, students will be more cautious when spending as much as possible selective and will not blindly seek expensive, or just focus on low prices rather than focus on quality. Therefore,