With the urgent need of building an innovation-oriented country and improving citizens’ scientific literacy，it has become the consensus of government decision-makers，scientific communities，industry and the populace to actively engage in the industry of science popularization. However，the inadequate capacity of science popularization industry in China is a bottleneck restricting its further development. As an important body of the science popularization industry，science popularization enterprises are dragged by insufficiencies in scale，quantity，market competitiveness and development capability. How to improve the development mechanism of science popularization enterprises to enhance its capability is worthy of attention and exploration. This study takes Chinese National Geography as a case study to explore the development mechanism of Chinese science popularization enterprises，in hope of providing suggestions for the development of science popularization enterprises.