Focusing on the indigenous appeal of leadership and role research，we explore indigenous leadership roles and behavior in the developing process of enterprises based on the case study of Zhang Ruimin. Leaders show the different leadership behavior based on different leadership roles. Chinese indigenous leaders at least undertake three leadership roles: designer, market politician and image spokesperson in the development of enterprises and market politician has prominent Chinese indigenous characteristics. Leaders exhibit different leadership behavior and function differently. Three roles are not isolated, but associated, and just perform different levels in different developing stages of enterprises.