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摘要：At present， contemporary college students have become the main force of social development in the future with the deepening and development of market economy in China. The development trend of economic market can usually be reflected by the economic activities of college students. College students are freer in economic domination than middle school students. College life is also an important stage when students develop a sound consumption and financing concept. Therefore， people from all walks of life begin to pay attention to college students’ consumption and investment and financing. The development of their investment and financing concept is also of great significance to the sustainable development of China’s economic market in the future. Therefore， college students should be guided to develop correct investment and financing concept and form correct values.
關键词：college students， investment and financing， economy， concept， consciousness
I. Significance of investment and financing by college students
In the process of social and economic development， one of the most important elements is the appreciation of assets， requiring focusing on investment and financing. A healthy and sound investment and financing concept of college student is of great significance to China’s economic development.
Firstly， investment and financing can effectively reduce the financial burden of college students. At this stage， a majority of the college students in China is from ordinary economic families， and even some of them can hardly afford the tuition. Some college students with relatively poor family financial situation are often faced with great economic pressure， often pinch and scrape， imposing a great impact on their normal study and life. Therefore， it is necessary to participate in investment and financing， and reduce the financial burden on themselves and their families， which is conducive to better completion of schooling.
Secondly， investment and financing is helpful to improve college students’ self-management skills. Today， many college students are recklessly in consumption， causing unreasonable consumption. In this regard， college students should develop the habit of keeping accounts in time， make clear and understand personal expenditure and consumption habits. In this way， college students will develop the habit of reasonable consumption， so as to save those unnecessary expenditures.
Thirdly， investment and financing can lay a certain foundation for future working in the society. Good financing habits developed by college students during their study period will benefit them immensely throughout their lives. Investment and financing not only cultivate many abilities of college students， but also help them to enrich financial management knowledge and improve their ability to adapt to society after graduation. II. Problems in investment and financing of college students
（I） Weak investment and financing concept of college students
Nowadays， many college students are weak in financing concept. With the deepening of market economy and the improvement of people's living standards， some college students’ parents often hand over the expenditure for one semester to the students directly. However， many college students are planless， casual and unreasonable in their consumption and financing， which leads to their lack of reasonable consumption concept， pursuing the blind and catch-up consumption， regardless of investment consumption.
（II） Deviations in the orientation of investment purpose
The survey results show that many college students aim to earn more money to afford their high consumption through investment and financing. Driven by this purpose， the essence of investment and financing has changed from correct investment and financing in the past to maximizing benefits at minimal cost， so the investment positioning will certainly seriously affect the correct values of college students. On this issue， the orientation of investment purpose can not be taken lightly.
（III） Lack of experience in investment and financing
Due to the lack of experience in investment and financing， many college students choose to speculate in stocks or invest in funds， even some of them run online shops and other industries with less investment as their investment and financing projects. Deep reasons that affect the investment and financing activities of most college students not only include limited funds and ill-advised concept and other factors， but also include lack of experience in investment and financing.
III. Countermeasures of investment and financing for college students
（I） Creating a sound investment and financing atmosphere
Firstly， when planning the university curriculum， all kinds of universities may offer the optional course of investment and financing for students， so that more students can come into contact with and study this course， for learning more knowledge about investment and financing. At the same time， universities should diversify their forms in the course of investment and financing. Relevant teachers should talk about more successful cases and fully create the atmosphere of investment and financing on campus， so as to strengthen the training of investment and financing for college students. Secondly， the atmosphere of family investment and financing should be improved. Parents may involve their children participate in their own investment and financing activities and influence their children imperceptibly， so that college students have a better understanding of investment and financing. For example， parents can cultivate their children’s interest in investment and financing， and give financial support for their participation in investment and financing， and impart their knowledge and experience in investment and financing， so as to further enhance children’s knowledge and skills in investment and financing， improve their awareness of risk prevention in investment and financing， and as far as possible protect them from loss or less loss in investment and financing.
（II） Cultivating college students’ consciousness of investment and financing and improving their ability in investment and financing
College students should recognize that the most important link in the process of life self-management and planning is to conduct investment and financing in a well manner， especially to cultivate their awareness and ability of investment and financing for laying a solid foundation for future investment and financing， rather than for profitability only. However， college students should improve and change themselves as the premise of sound and healthy investment and financing. Firstly， college students must have a correct consumption concept， that is， they should not be extravagant in daily life， but be reasonable and reduce unnecessary expenditures and invest the surplus funds in investment and financing. Secondly， college students should learn more about investment and financing， choose appropriate project investment and reduce investment risk. Thirdly， college students should consult friends and relatives who are good at investment and financing， absorb the quintessence and discard the dregs and choose the most suitable financial products according to their own actual situation. Fourthly， college students should further enrich their social experience and practical experience and maintain a good attitude.
（III） Setting up investment and financing purpose correctly
The purpose of college students’ investment and financing is not to satisfy their high consumption and unrealistic comparison. College students should correctly plan for the use of funds so as to help them realize their personal ideals. At the present stage， college students’ misconception of investment and financing is easy to cause them to form harmful psychology， such as reaping without sowing and indulging in creature comforts， which is extremely unfavorable to their future development. Therefore， college students should set up the correct investment and financing concept， and set up the goal of investment and financing properly.
（IV） Selecting suitable financing products
College students， as a special social group， are mainly characterized by active thinking， lack of strong self-control ability and uncertain use of funds. From the perspective of college students’ ability to invest and manage financial affairs， the amount of funds is limited although they have stable sources of funds. Therefore， college students should choose appropriate financial products to meet their needs for financial flexibility.
References：
[1] Wang Suna and Zhao Hua. Current Investment and Financing and Future Planning of College Students [J]. Cooperative Economy & Science. 2014， 2467
[2] Zhang Yutao. On the Investment and Financing of College Students in China [J]. Commercialization （first half of the month）. 2011. 10247-248.
關键词：college students， investment and financing， economy， concept， consciousness
I. Significance of investment and financing by college students
In the process of social and economic development， one of the most important elements is the appreciation of assets， requiring focusing on investment and financing. A healthy and sound investment and financing concept of college student is of great significance to China’s economic development.
Firstly， investment and financing can effectively reduce the financial burden of college students. At this stage， a majority of the college students in China is from ordinary economic families， and even some of them can hardly afford the tuition. Some college students with relatively poor family financial situation are often faced with great economic pressure， often pinch and scrape， imposing a great impact on their normal study and life. Therefore， it is necessary to participate in investment and financing， and reduce the financial burden on themselves and their families， which is conducive to better completion of schooling.
Secondly， investment and financing is helpful to improve college students’ self-management skills. Today， many college students are recklessly in consumption， causing unreasonable consumption. In this regard， college students should develop the habit of keeping accounts in time， make clear and understand personal expenditure and consumption habits. In this way， college students will develop the habit of reasonable consumption， so as to save those unnecessary expenditures.
Thirdly， investment and financing can lay a certain foundation for future working in the society. Good financing habits developed by college students during their study period will benefit them immensely throughout their lives. Investment and financing not only cultivate many abilities of college students， but also help them to enrich financial management knowledge and improve their ability to adapt to society after graduation. II. Problems in investment and financing of college students
（I） Weak investment and financing concept of college students
Nowadays， many college students are weak in financing concept. With the deepening of market economy and the improvement of people's living standards， some college students’ parents often hand over the expenditure for one semester to the students directly. However， many college students are planless， casual and unreasonable in their consumption and financing， which leads to their lack of reasonable consumption concept， pursuing the blind and catch-up consumption， regardless of investment consumption.
（II） Deviations in the orientation of investment purpose
The survey results show that many college students aim to earn more money to afford their high consumption through investment and financing. Driven by this purpose， the essence of investment and financing has changed from correct investment and financing in the past to maximizing benefits at minimal cost， so the investment positioning will certainly seriously affect the correct values of college students. On this issue， the orientation of investment purpose can not be taken lightly.
（III） Lack of experience in investment and financing
Due to the lack of experience in investment and financing， many college students choose to speculate in stocks or invest in funds， even some of them run online shops and other industries with less investment as their investment and financing projects. Deep reasons that affect the investment and financing activities of most college students not only include limited funds and ill-advised concept and other factors， but also include lack of experience in investment and financing.
III. Countermeasures of investment and financing for college students
（I） Creating a sound investment and financing atmosphere
Firstly， when planning the university curriculum， all kinds of universities may offer the optional course of investment and financing for students， so that more students can come into contact with and study this course， for learning more knowledge about investment and financing. At the same time， universities should diversify their forms in the course of investment and financing. Relevant teachers should talk about more successful cases and fully create the atmosphere of investment and financing on campus， so as to strengthen the training of investment and financing for college students. Secondly， the atmosphere of family investment and financing should be improved. Parents may involve their children participate in their own investment and financing activities and influence their children imperceptibly， so that college students have a better understanding of investment and financing. For example， parents can cultivate their children’s interest in investment and financing， and give financial support for their participation in investment and financing， and impart their knowledge and experience in investment and financing， so as to further enhance children’s knowledge and skills in investment and financing， improve their awareness of risk prevention in investment and financing， and as far as possible protect them from loss or less loss in investment and financing.
（II） Cultivating college students’ consciousness of investment and financing and improving their ability in investment and financing
College students should recognize that the most important link in the process of life self-management and planning is to conduct investment and financing in a well manner， especially to cultivate their awareness and ability of investment and financing for laying a solid foundation for future investment and financing， rather than for profitability only. However， college students should improve and change themselves as the premise of sound and healthy investment and financing. Firstly， college students must have a correct consumption concept， that is， they should not be extravagant in daily life， but be reasonable and reduce unnecessary expenditures and invest the surplus funds in investment and financing. Secondly， college students should learn more about investment and financing， choose appropriate project investment and reduce investment risk. Thirdly， college students should consult friends and relatives who are good at investment and financing， absorb the quintessence and discard the dregs and choose the most suitable financial products according to their own actual situation. Fourthly， college students should further enrich their social experience and practical experience and maintain a good attitude.
（III） Setting up investment and financing purpose correctly
The purpose of college students’ investment and financing is not to satisfy their high consumption and unrealistic comparison. College students should correctly plan for the use of funds so as to help them realize their personal ideals. At the present stage， college students’ misconception of investment and financing is easy to cause them to form harmful psychology， such as reaping without sowing and indulging in creature comforts， which is extremely unfavorable to their future development. Therefore， college students should set up the correct investment and financing concept， and set up the goal of investment and financing properly.
（IV） Selecting suitable financing products
College students， as a special social group， are mainly characterized by active thinking， lack of strong self-control ability and uncertain use of funds. From the perspective of college students’ ability to invest and manage financial affairs， the amount of funds is limited although they have stable sources of funds. Therefore， college students should choose appropriate financial products to meet their needs for financial flexibility.
References：
[1] Wang Suna and Zhao Hua. Current Investment and Financing and Future Planning of College Students [J]. Cooperative Economy & Science. 2014， 2467
[2] Zhang Yutao. On the Investment and Financing of College Students in China [J]. Commercialization （first half of the month）. 2011. 10247-248.