Abstract: Effective knowledge reward design is conducive to new product creativity, using 209 Chinese firms as the research objects, first test the direct effect of knowledge reward system on new product creativity, and then further analysis the moderating role of entrepreneurial orientation, Long-term orientation, and the interaction of them in the relationship between reward system and new product creativity. Results show that: knowledge reward is positively related to new product creativity; entrepreneurial orientation, and the Interaction of entrepreneurial orientation and Long-term orientation positive moderate the relationship between knowledge reward and new product creativity. However，Long-term orientation has a nonlinear, inverse U-shaped moderation on the relationship between knowledge reward and new product creativity.