Abstract: Existing studies focus on entrepreneurial orientation, but still with large divergences on the dimension and function about entrepreneurial orientation of new venture. According to related researches, from a strategic process perspective, we initially define five factors for measuring new venture’s entrepreneurial orientation. A semi-construction interview to new venture is used to examine the scientificity and practicability of this measuring system. After a pilot test, it subsequently modifies the measuring factors to three aspects which include innovativeness, risk-taking and proactiveness. Through 150 effective samples, this paper finally examines the direct and indirect contribution to new venture performance of entrepreneurial orientation in the Chinese enterprises. The findings indicate that entrepreneurial orientation does significantly positively affect new venture performance, but the indirect impact is stronger than direct impact.

Key words: new venture, entrepreneurial orientation, organizational performance, new venture capability, measuring tools