GUANXI (RELATIONSHIP) AND ENTREPRENEURSHIP: THE DEVELOPMENT STRATEGY OF CHINESE MUSLIM WOMEN ENTREPRENEURSHIP ON WECHAT BUSINESS

The concept of guanxi has a strategic role in the development of WeChat business. The purpose of this study is to explore how can Muslim female entrepreneurs use the guanxi to build WeChat business development strategies. The authors use a qualitative research design and the data for our survey was obtained from 8 female entrepreneurs in Yiwu city with in-depth interviews methods. The authors explain how entrepreneurs in WeChat business establish a WeChat business development strategy through in -depth interviews with entrepreneurial women. This study found that the strategic development of WeChat business highlights the establishment of relationship, relationship maintenance. The aim of development strategy of WeChat business is improving the loyalty of customers to meet the long -term desire of customers' purchase. In addition, the survey found that the emotional connection between buyers and sellers on WeChat business has become an important part of the sales process in social media. It can be concluded that Muslim female entrepreneurs found that it is easier to establish trust and contact with Muslim groups through faith identification. Muslim women entrepreneurs maintain close emotional connections with consumers and stakeholders through mutual support and encouragement. Furthermore, emotional connections promote the development of their business in WeChat.