The excellent traditional Chinese culture is the foundation and soul of the nation. It is an important mission of the publicity and ideological work of colleges and universities to carry it through literature, transmit the voice through literature and cultivate people through literature. In order to complete the mission of raising banners, gathering people's hearts, educating innovative people, revitalizing culture and developing image, the publicity and ideological work of colleges and universities in the new era needs to be integrated into the expand of excellent traditional Chinese culture. The excellent traditional Chinese culture should be used to highlight the cultural advantages of Xi Jinping's Thought on Socialism with Chinese Characteristics in the New Era, support the construction of socialist core values, strengthen the foundation of moral cultivation and carry out "two innovations", which is to give play to the role of cultural demonstration and leadership, and to show the cultural heritage of Chinese modernization.