Abstract: Endogenous force is the logical starting point and governance origin of thinking and discussing entrepreneurship education in colleges and universities. The development of entrepreneurship education in China's colleges and universities is not endogenous but a top-down government-driven evolution path. The entrepreneurship education in colleges and universities is facing the realistic dilemma of excessive external pressure and insufficient endogenous force. The generation of the endogenous force of entrepreneurship education in colleges and universities originates from the promotion of multiple forces such as demand force， education force， resource force and system force， which interact with and affect each other. It is the logical way for entrepreneurship education in colleges and universities to seek the endogenesis and development to construct endogenous demand promotion mechanism and practical work training mechanism of the entrepreneurial ability of “entrepreneurship” and “learning” to activate students' endogenous force， the incentive mechanism and practical exercise mechanism of “entrepreneurship” and “teaching” to activate teachers' endogenous force， and the performance appraisal mechanism and working service mechanism of collaborative linkage of “entrepreneurship” and “cultivation” to activate administrators' endogenous force.

Key words: college and university; entrepreneurship education; endogenous force; creative talents