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It is a common sense that enterprise is the principal of endogenous innovation, but why many firms do not innovate actively? What kind of difficulty will enterprises suffer in endogenous innovation? What can the government do for the endogenous innovation? These questions are very crucial to realize endogenous innovation. This paper tries to answer the questions mentioned above from the perspective of technology evolution. The industrial environment of emerging technology is emphasized for analyzing the endogenous innovation in Chinese enterprises. The process of endogenous innovation in NanShanBridge Co. Ltd (NSBIC),which is an IC design firm, is analyzed as a case. From the case study, we can answer the questions above in certain extent, give some suggestions to the enterprises as a later-comer, and present some advice to government.