Research on the integration of Shangdong merchants Culture into College students' Innovation and Entrepreneurship Education in the New Era

In order to foster the growth of young students' innovation and entrepreneurship abilities, the purpose of this study is to investigate how to include Shangdong Merchants Culture into college students' innovation and entrepreneurship education in the new era. The paper first elaborates on the nurturing function of Shangdong Merchants Culture in the new period by studying the connotation of that culture in great detail. Secondly, issues with teaching innovation and entrepreneurship to college students are outlined from the perspectives of institutions, instructors, and students themselves through the design of questionnaires and data analysis. It eventually outlines a strategy for incorporating Shangdong Merchants Culture into college students' innovation and entrepreneurship education in the new era from three perspectives of classroom management, competition incentive, and training methodologies. The study shows that the inclusion of Shangdong Merchants Culture in the education of college students on innovation and entrepreneurship in the new era helps foster innovative and entrepreneurial environment on campus, deepen students' understanding of these concepts, foster college students' innovation and entrepreneurship literacy, and encourage young students to recognize their own value.