Abstract: Shandong merchants'culture is an important part of Qilu culture. As universities in Shandong province, they should promote the Shandong merchants'culture, integrate it into entrepreneurship education in colleges and universities, improve college students' entrepreneurial literacy. By combing the current research status and existing problems of entrepreneurship education in colleges and universities, this paper explores the connotation of Shandong merchants'culture and studies the value and way of integrating Shandong merchants'culture into entrepreneurship education in colleges and universities. By building a supporting system of entrepreneurship education platform and taking the Shandong merchants'culture as an element of entrepreneurship education curriculum, we can realize the combination of theory and practice, and finally help colleges and universities to cultivate entrepreneurial talents with excellent entrepreneurial literacy.

Key words: Colleges and universities, Entrepreneurship education, Shandong merchants'culture, Integration, Platform construction, Talent training