Abstract: Rural revitalization is a major strategy to solve the issues concerning agriculture, rural areas and farmers in the new era. In ethnic areas, implementing the rural revitalization strategy is an inevitable choice to consolidate the results of poverty alleviation. But for a long time, compared with the support of external forces, the endogenous power of rural areas in ethnic areas has not been fully utilized. This is not conducive to the long-term development of rural revitalization in ethnic areas, and urgent changes are needed. Taking Zeku county in Qinghai Province as an example, through a combination of on-site investigations and interviews to understand the implementation of rural revitalization in the region, it was found that Zeku county attached great importance to cultivating the endogenous power of rural revitalization and provided local experience for the cultivation of endogenous power for rural revitalization in ethnic areas, by strengthening organizational system, tapping characteristic industries, developing vocational education and promoting democracy awareness of the villagers. On this basis, it summed up the operating logic of endogenous power cultivation in ethnic areas of “needs-motivations-actions”, in order to give inspiration for the rural revitalization in other ethnic areas.

Key words: ethnic areas, rural revitalization, endogenous power, operational logic