Abstract: The factors which have impact on relationship between entrepreneurial orientation (EO) and firm performance (FP) are mixed in different research context. Meanwhile, research conclusion mostly from western countries, the applicability in our country needs to be verified. This paper focuses on the EO-FP relationship in design service industry in China, discussing the roadmap and effects on impacts between EO and FP through bringing in appropriate moderator/mediator variables in the context of a specific industry. Finally, the paper aims to provide suggestions for business strategic decision making and policy making.