mpact analysis 20 Advances in Studies of Biological Nitrogen Saving Technology for Wheat This paper first described the current status of wheat nitrogen fertilizers utilization rate. Then, from balanced fertilizer application, applying slow/controlled release fertilizer, deep application of nitrogen fertilizers and graded application, controlled application amount, selection of application time according to soil properties, diagnosed application of fertilizer with instrument, addition of synergist, and precise fertilizer application, it summarized biological nitrogen saving methods and introduced prospects of future biological nitrogen saving technology. Wheat, Fertilizer utilization rate, Biological nitrogen saving method 21 Consumption Motivation and Behavior of College Students in Western-style Fast Food Restaurants on Campus Based on the questionnaire survey data of college students in Wuhan, this paper studied the motivation of consumption behavior of college students in western-style fast food restaurants on campus, and built a relationship model for consumption motivation and behavior. The results indicate that the consumption motivation of college students in western-style fast food restaurants includes six types: social motivation, conformity motivation, show-off motivation, self-hedonic motivation, quality-pursuing motivation, and self-gift giving motivation. The overall characteristics of college students' consumption behavior in western-style fast food restaurants include six characteristics: consumption period, consumption frequency, ways of information access, consumption amount, product preference, and consumption willingness. There are significant differences in the consumption behavior between different college students. Different college students are different in consumption period, consumption frequency, ways of information access, consumption amount, product preference, and consumption willingness. Based on the above results, it came up with pertinent marketing recommendations.