A Study On The Influence Mechanism Of The Rhetorical Strategies In Entrepreneurial Stories On Investors' Evaluation

Innovation and entrepreneurship are important ways to improve the quality of modern economy.However,many problems such as the lack of resources and low survival rate have not been effectively solved.China's entrepreneurial activities are rising gradually,but facing severe challenges.In the process of analyzing the financing methods of entrepreneurs,the theory of cultural entrepreneurship emerges and rises.Its core idea is that cultural entrepreneurship is a process of storytelling.Entrepreneurs need to integrate enterprise resources,information and other elements into a story in order to attract audiences and obtain external resources.At present,the role of entrepreneurial stories in resource acquisition has become a hot topic in academic research and practical activities.Many scholars are committed to standardizing the entrepreneurial story,and constantly trying to develop the model of the content construction of the entrepreneurial story.Currently widely accepted concepts include entrepreneurial identity,legalization intent,and rhetorical strategies.At present,the research on the content of entrepreneurial stories,especially the influence of entrepreneurial identity,is gradually mature.However,there are a lot of gaps in the research on the rhetorical strategy,which is a dimension of methodology.Academia generally ignored the way and size of the influence about the use of rhetoric on the external audience's evaluation.Therefore,this paper hopes to explore the role of rhetoric in entrepreneurship stories by posing the following questions:(1)Which kind of entrepreneurship story is a good story for the audience?(2)Whether there are skills needed to tell entrepreneurial stories,and which skills can help to achieve the goals of entrepreneurs?(3)Why do many enterprises finally get completely differentevaluations on their presentation,even though they are very similar in terms of resources,industries,markets,etc.?In this study,based on the effect about rhetorical strategies used in entrepreneurial stories on the evaluation from investors and considering each dimension,we review the theory of cultural entrepreneurship,entrepreneur and entrepreneurial team,entrepreneurial and investors,and use the method of case study.We select the TV show called entrepreneurial heroes as sample source and choose 20 cases to be analyzed,solve the problems about "how to tell" entrepreneurial stories,build the model connecting the rhetorical strategies in entrepreneurial stories with investors' evaluation,and get the following conclusions:(1)The frequency of rhetorical strategies used in entrepreneurial stories significantly affects investors' evaluation of startup projects;(2)The increase in the types of rhetorical strategies used will promote investors to give more positive evaluations;(3)Compared with entrepreneurs and social values,the result with the increase of the proportion of rhetorical strategies used in business value will rise first and then fall;(4)Rhetoric used for uniqueness produces more positive results than legitimacy..