Abstract: The knowledge of consumer behavior course is scattered and abstract, and the teaching method which gives priority to instructing is not conducive to students' grasp and understanding of the course content. On the basis of reforming the methods of curriculum assessment and classroom management, students' participation in classroom can be enhanced by strengthening classroom discussion and introducing virtual projects. The reform of teaching methods has stimulated students' enthusiasm for learning; meanwhile their comprehensive ability to analyze and solve problems has been improved.