Since the emergence of Yu Ebao,the research about it comes to be the focus in the academic circles.Most of all,the academic research on financial aspect is developing rapidly.This thesis utilizes the impacts and revelations on social culture of Yu Ebao to analyze the emergence and development of it.This thesis also takes Yu Ebao as an example to analyze the features of the contemporary network consumer cluture,and the way to correctly guide the healthy development of the contemporary network consumer culture is also analyzed.