The Influence of Entrepreneur Characteristics on Business Development

The rationality of enterprise decision-making is the guarantee for the sustainable development of the enterprise, which also determines whether the enterprise can survive during the major crisis. As leaders of enterprises, entrepreneurs have an important influence on the development of enterprises and different characteristics of entrepreneurs will directly affect the development of enterprises as well. By collecting a large amount of data and using the research method of grounded theory, this paper uses Nvivo11 qualitative analysis software to systematically analyze the personal characteristics and spirit of Robin Li and Charles Zhang, and eventually verifies the influence mechanism of entrepreneurial characteristics on the business decision-making and development of enterprises combined with the relevant financial data of enterprises. The findings are as follows: the differences in entrepreneurial characteristics will affect the four decision-making areas of enterprise: product strategy, marketing strategy, management strategy, financing strategy, and further affect the operation and development of the enterprise, and show different response effects under the background of Covid-19.