Abstract：With the development of China's reform and opening-up and deepening of structural reform, the social-economic infrastructure——basis of Chinese former value——is broken, while a new pattern of plural values is formed. In this context, the contemporary Chinese college students' personal values show signs of individualism and utilitarianism, which has made impact on socialist core values. Therefore, how to help college students establish right personal values is not only a key issue of ideological education, but also a major topic for all college ideological educators to study.

Keyword：plural values;college students;ideological education;