当代企业为世界经济的高速发展起到了良好推动作用，提升了人们生活水准，创 造更多物质财富。但在企业不断发展、力求获得更大利益的同时，也对人类生存所依 附的环境带来了极大影响，导致其环境与资源均遭受了损害。环境污染变得愈发严重， 环境变得愈发脆弱，甚至对人类生存与发展构成了严重威胁。对于当代企业，特别是 “两高一资”企业，如果坚持如此粗放的发展，终将步入衰落。企业要想实现长足发 展，就应科学处理环保与经济发展之间的关系，走绿色发展路线，确立与企业自身发 展实情相符的绿色战略目标。为此，怎样确立科学的发展战略，加强企业核心优势， 在竞争中处于有利地位，促进绿色转型已成为现代企业的当务之急。 首先本文介绍 AND 钛白粉公司（以下简称：AND 公司），然后借助 PEST 和 SWOT 分析法分析 AND 公司所处的宏观环境和公司内部环境，再依据绿色发展战略、 可持续发展战略相关理论，整合企业内部的优劣势和外部的机会与威胁，综合分析得 出 AND 公司应采取的绿色发展战略，制定公司的发展目标，业务层采用强化品牌建 设、深化产品创新和服务差异化组合的发展战略。对业务层战略进行分解，提出了相 应的职能层战略。职能层战略主要包括：构建绿色产品设计与研发系统：建立绿色生 产系统；打造绿色管理系统；建立绿色核算和绿色审计系统。最后，本文提出了五点 保障措施，保证企业绿色发展战略的顺利实施。 关键词：钛白粉；绿色发展战略；战略选择ABSTRACT Contemporary enterprises have played a good role in promoting the rapid development of the world economy, raising people's living standards and creating more material wealth. However, while the company is constantly developing and striving for greater benefits, it also has a great impact on the environment to which human beings depend. As a result, its environment and resources have suffered. Environmental pollution has become more serious, the environment has become more and more fragile, and even poses a serious threat to human survival and development. For contemporary enterprises, especially the two high and one capital enterprises, if they persist in such extensive development, they will eventually decline. If enterprises want to achieve rapid development, they should scientifically deal with the relationship between environmental protection and economic development, take a green development route, and establish a green strategic goal that is consistent with the company's own development. To this end, how to establish a scientific development strategy, strengthen the core advantages of enterprises, and be in a favorable position in the competition, and promote green transformation has become a top priority for modern enterprises. First of all, this paper introduces AND company, and then analyzes the macro environment and internal environment of AND company by means of PEST and SWOT analysis, and then integrates the advantages and disadvantages of the company and external opportunities and threats according to the theory of sustainable development strategy of green development war. The comprehensive analysis shows the green development strategy that the company should adopt, formulates the company's development goals, and adopts a development strategy that strengthens brand building, deepens product innovation and differentiates services. Decompose the business layer strategy and propose the corresponding functional layer strategy. The functional layer strategy mainly includes: building a green product design and R&D system: establishing a green production system; building a green management system; establishing a green accounting and green auditing system. Finally, this paper proposes five safeguard measures to ensure the smooth implementation of the company's green development strategy. KEYWORDS: Titanium dioxide; green development strategy; strategic choice1 目 录 第一章 绪论...................................................................................................1 第一节 研究背景与研究意义 ........................................................................................1 一、研究背景.........................................................................................................1 二、研究意义.........................................................................................................2 第二节 国内外研究现状 ................................................................................................3 一、国外研究现状.................................................................................................3 二、国内研究现状.................................................................................................4 三、国内外研究综述.............................................................................................4 第三节 研究思路、内容和方法 ....................................................................................4 一、研究思路及内容.............................................................................................4 二、研究方法.........................................................................................................6 第二章 相关理论概述...................................................................................7 第一节 相关概念 ............................................................................................................7 一、企业战略.........................................................................................................7 二、绿色发展战略.................................................................................................7 第二节 企业战略相关理论 ............................................................................................8 一、竞争战略理论.................................................................................................8 二、可持续发展理论.............................................................................................9 三、绿色发展理论...............................................................................................10 四、战略分析方法...............................................................................................10 第三章 AND 公司现状及存在问题分析...................................................12 第一节 AND 公司基本概况.........................................................................................12 第二节 AND 公司现状分析.........................................................................................13 第三节 目前公司存在的问题分析 ..............................................................................14 第四章 AND 公司战略环境分析...............................................................162 第一节 宏观环境分析.................................................................................................. 16 一、政治环境....................................................................................................... 16 二、经济环境....................................................................................................... 17 三、社会环境....................................................................................................... 18 四、技术环境....................................................................................................... 18 第二节 公司行业环境分析.......................................................................................... 19 一、钛白粉行业生产情况................................................................................... 19 二、钛白粉行业供需情况................................................................................... 20 三、钛白粉行业竞争情况................................................................................... 21 第三节 公司内部环境分析.......................................................................................... 23 一、经营状况分析............................................................................................... 23 二、人力资源分析............................................................................................... 25 三、品牌技术分析............................................................................................... 26 四、企业文化分析........................