本文探讨新质生产力视域下高校红色财经文化的内涵、价值与发展路径。新质生产力以科技创新为核心，推动经济社会高质量发展。高校红色财经文化融合红色精神与财经教育，具有培根铸魂、塑造价值观、提升经济素养等重要育人功能。然而，当前其传承面临商业化、功利化、内容浅表化等多重挑战。为此，应依托新质生产力，通过深化内容建设、激发主体能动、推动技术融合、完善体制机制等路径，促进红色财经文化的守正创新与高质量发展，助力培养新时代财经人才。

This paper explores the connotation, value, and development path of red finance culture in higher education from the perspective of new productive productivity. New productive productivity, centered on technological innovation, drive high-quality economic and social development. Integrating revolutionary spirit with financial education, red finance culture plays a vital role in nurturing foundational values, shaping core beliefs, and enhancing economic literacy. However, its preservation faces multiple challenges including commercialization, utilitarianism, and superficial content. To address this, we should leverage new productive productive through deepening content development, stimulating initiative, promoting technological integration, and improving institutional mechanisms. These approaches will facilitate the innovative preservation and high-quality development of red finance culture, ultimately contributing to cultivating financial professionals for the new era.