The Research On The Mechanism Of Green Management Bringing Competitiveness Into Corporations

As the environment problem prominent throughout the world, the rise of global green movement and the development of the concept of sustainable development, Corporate Green Management (hereinafter referred to the CGM) received extensive attention of academia and business at home and abroad, and become the key areas of Strategic Management, Innovation Management. By fully implementing the green management, can improve internal processes constantly, and to realize the balanced development of economic, social with ecological benefits, can in the growing green market. In this paper, the corporate green competitive advantages formation mechanism research to strengthen the consciousness of enterprise green management, green management level, improve enterprise to obtain sustainable competitive advantage has very important significance.In this paper, based on literature research and empirical observation, hypothesis under the trend of sustainable development, enterprise green management become a new source of competitive advantage. First of all, the paper summarize to the enterprise strategic management theory, competitive advantage theory and the research status both at home and abroad, reviewed the theory and the correlation between CGM, scientific definition of the CGM and the definition the connotation of enterprise competitive advantage, and the CGM and analyzes the relationship between the enterprise competitive advantage. The author expounds the voluntary of CGM, prospective, sustainable, strategic and innovative characteristics of five aspects, and from the perspective of enterprise business model on CGM system analysis and research, put forward CGM is a new kind of business model, and build a green business model framework.Secondly, the author on the theory of dynamic capabilities view support, combined with core capabilities, VRIN framework and characteristics of dynamic capabilities, innovative put forward "VR-31" framework, analyses the causes of the green management forms the corporate competitive advantage, points out that the value, scarcity of strategic resources and core ability is forms the enterprise competitive advantage, the premise of incomplete imitativeness, incomplete, incomplete alternative liquid dynamic integration ability is to keep the source of sustainable competitive advantage, VR-31characteristics of dynamic capability is the source of enterprise sustainable competitive advantage.Again, based on the theory of symbiosis theory, value chain innovation and VR-31framework of CGM form the inner mechanism of the enterprise sustained competitive advantage has carried on the detailed analysis and expounds the value and scarcity of CGM is to generate the source of competitive advantage, and CGM incomplete imitativeness, incomplete and imperfect alternative liquidity are the cause of the competitive advantage can be sustained; System analysis enterprise green management form the concrete means of competitive advantage-green business opportunities to capture first-mover advantage of strategy, the green value chain innovation efficiency, environmental risk control immune. Through the three channels, green management for enterprise to create strategic resources and core competence, integrating forms the enterprise dynamic ability, and outside the enterprise’s sustainable competitive advantage.Finally, this article takes zhejiang hexing industrial group implement green management of DMF project as an example, discusses of zhejiang hexing industrial company decision-making and implementation process of CGM green continuously for the enterprise to bring the inner mechanism of the competitive advantage, in order to be used for reference in domestic enterprises to better implementation of CGM.