Abstract: The existing entrepreneurship process models are based on the western background. They cannot realize the coordination of multi-paradoxes, multi-dimensions, and multi-levels. In the face of Chinese complex business environment and the unique cultural connotation, rethinking the entrepreneurial process from the perspective of philosophy and conducting localization research are imperious demand. This paper uses multi-case study method, starts from the "heaven, earth and humanity" thinking framework, and utilizes the theory of "Yin -- Yang balance" to summarize the existing opposite logics of entrepreneurial theory and track out the entrepreneurial process models in the innovative ecological environment. Conclusion: The dynamic imbalance of innovative supply and demand is the source of entrepreneurial opportunities. Flexible knowledge resources and ethical leadership have great significance on the discovery of entrepreneurial opportunities. With the precipitation of rigid knowledge resources, start-ups need to increase innovation input and continue to deepen ethical leadership. The entrepreneurial process is a dynamic process of the interaction between causal and effect logic.

Key words: Heaven, Earth and Humanity, entrepreneurial process, case study