For the formation of a holistic, harmonious system of person's values, it is necessary to study the mechanisms of creating a cultural field in history. A vivid example is the Russian dynasty of industrialists and philanthropists - the Stroganovs, whose activities in the 16th-19th centuries directly influenced the economic, political and spiritual life of not only their regional possessions, but also the whole country. At the moment, a lot of aspects of the Stroganovs' life in the era of the Late Middle Ages (XVI-XVII centuries) have already studied. But not one of the researchers turned to understanding the factors that influenced the formation of the Stroganovs 'identity in the XVI- XVII centuries. Namely, this phenomenon became the basis for the development of the culture at the territory of the Stroganovs 'possessions for the indicated period. Therefore, to solve a scientific problem, it is necessary to determine the factors, the degree and nature of their influence on the Stroganovs 'cultural identity construction, taking into account regional and all-Russian processes in the culture of the late Middle Ages. One of the spesial characteristics of the study is an integrated approach. It consists in understanding the sustainable national historical core of cultural identity. The identity factor stands out as the most important link synthesizing various determinants of the development of national culture. The theory of "identity" developed to date is complex and comprehends the phenomenon in many aspects. To achieve this goal, the author presented and justified a hierarchical system that reveals a person's personality through the prism of their involvement, immersion and familiarization with the achievements of regional, national and world culture at a certain stage of society development. Each level of the system (regional, national, universal) is in dialectic relations with each other and have causal relationships in the hierarchy. The chosen approach allows the author to consider the problem in the context of cultural and social factors, to understand the direction of Stroganovs' identity evolution and to determine approaches to its study. In the framework of the study, the author identified a number of factors that directly impacted on the Stroganovs' spiritual and value orientations, such as geographical conditions, family structure, state policy, the Orthodox worldview, etc. The author highlighted religious identity as the organizing principle and semantic dominant of this process. So, the Stroganovs entered the world cultural space through Christianity, communion with the Holy Scriptures and biblical values, world Sacred history. The national level of identity is based on the unified religion of Orthodoxy and on such a core concept as a single language, appeared in the bookishness phenomenon. The study of the Stroganovs' value system in the context of the identity phenomenon has prospects in the further study of the cultural space of Russia in different historical periods.
