Abstract:The paper starts from three structural elements of Yue culture: customs, arts and learning; it focuses on the traits of plainness and boldness of the culture, the value orientation of extending territory, and the practical efforts in truth seeking and innovation; it analyzes, in terms of cultural ideas, the original features that the merchants of Zhejiang acquire after they have made some breakthrough absorption of the Chinese traditional humanistic traits; it deeply explores Yue cultural traits deriving from inheritance and innovation of Chinese traditional culture and western modern civilization and their influence on spirit of merchants of Zhejiang.