The Study On Enterprise Environmental Strategy And Its Environmental Performance Evaluation

The industrial production is becoming the focal point in worldwide because of the environmentalissues. Though the environmental pressure is forming the limits for enterprises in China, there existsbusiness opportunities because of the changes in the concept of public consumption. Therefore, there ispractical and theoretical significance to clear the driving mechanism, decision-making method andprotection mechanism of the environmental strategies. In this paper, from the perspective of theenterprise strategies, a valid path is expected to be found for the implement of environmental strategiesafter clarifying the relationship of stakeholders, internal and external factors, decision-making content,performance evaluation methodsAnalysised by the inductive and deductive analysis method, qualitative and quantitative analysismethod, and mechanism and countermeasures method, some meaningful conclusions are attained asfollow:Firstly, many stakeholders are involved because of the change of the economic interests in theprocess of the environmental strategy. According to the degree of impact on business, these stakeholderscan be divided into four categories, the shareholders and employees, customers and suppliers,government, media and environmental NGOs. The interaction of stakeholders forms the internal andexternal factors. The internal factors include the concept of operations, enterprise scale, ownershipstructure and foreign trade dependency. External factors takes two forms in pressure and tension, inwhich pressure comes from government environmental regulation, environmental standards of NGO,environmental utility of public, media and competitor threats, and the tension is come from governmentincentives, the green market and green performance of suppliers. The harmonization of economicperformance and environmental performance is achieved under the effect of these two powersSecondly, the environmental protection acts increases the heavier cost of the managers, but doesnot promote their economic compensation. So there is lack of effective incentive for managers to makeresponse on environmental strategies. Actually, shareholders can take the award contract instead ofpenalty to achieve more environmental performance.The environmental performance depends on thecompatibility of the additional cost of implementing the environmental strategy and consumerenvironment preferences.If the cost is controlled reasonablely, the enterprise taken environmentalstrategy can get first-mover advantage in the market competition. The game between business andgovernment depends on the economic benefits before and after the implementation of environmental strategies, the environmental utility and the government’s cost of environmental regulation. It is difficultfor enterprise to compensate for their costs in environmental strategy in the short term thatenvironmental strategy is generally lack of economic advantages. On the other hand, the government’sregulation costs are higher than the environmental utility whic can be measured, therefore theevolutionary game eventually converge to the results of lose-lose.Thirdly, in low-carbon economy, enterprise environmental strategies focus on enhancing thecompetitive advantage, and take the performance at both financial and environmental aspects. The typeof environmental strategies can be divided into four categories based on existing ability and the interestdependency. They are passive strategy, defensive strategy, adaptive strategy and proactive strategy indetail. Given the idea of the balanced score card, the nvironmental strategies must make the needs incomprehensive benefits, stakeholders, internal business processes and learning and growth.Fourthly, the implementation of environmental strategies still depends on the factors in thetraditional balanced score card, and these four demensions being extended can depict the logicalstructure of the environmental strategies. So four-dimensional balanced score card is equally suitable forthe decision-making and evaluation for enterprise environmental strategies. But traditional categories ofindicators and environmental ones have to be distinguished for considerding the environmental tagets.Besides, in order to improve comparability, the indicators should be selected according to theenvironmental laws and authoritative guidance, and relative index is used as far as possible.Fifthly, quantitative parameters can only portray one aspect of the enterprise environmental strategy,there still exists some ambiguity in the comprehensive evaluation. Fuzzy comprehensive evaluationmethod can be used to solve this problem suitablely. Because this method can offer the systematicevaluation information, make an objective description on the objects, and has strong applicability. Thekey issue of this method is to determine the weights.The analytic hierarchy process can be used toobtain more scientific performance evaluation of enterprise environmental strategy.Sixthly, environment protecting can not only depend on enterprises. In fact, it is a system programamong enterprises, the government and the public. A security system for enterprise environmentalstrategy must be constructed by the government’s macro-regulation, fully implement and co-ordinationof enterprises and the positive response and monitoring of publics.The innovation of this paper can be listed in three aspects:Fistly, enterprise environmental management is discussed in the sence of strategic managementthinking and methods, which transfer the environmental management from the edge into the strategiccore of the state of theoretical research and business practices. Combinding with analytical methods ofbalanced score card, a comprehensive strategic decision-making system is constructed taking thelow-carbon economy as the background.Secondly, the stakeholders of the environmental strategic are listed comprehensively, the internaland external factors that affect decisions of the enterprise environmental strategic are explored, and a tension-pressure model is constructed to clarify the drive sysytem. The principal-agent model,stackelberg model and evolutionary game model are used to clear internal and external mechanisms instrategic decision-making. Based on above analysis results, a security system for the implementationof.environmental strategy is built from a system perspective, which includes tripartite collaboration ofthe government, enterprises and the publics.Thirdly, the traditional balanced score card is extended at the dimensions of finance, customer,internal business processes and learning and growth, conrresponding to the requirements of low-carboneconomy and enterprise environment strategic management. Besides, a indicator system is constructedbased on such extension, and fuzzy comprehensive evaluation model is introduce for the environmentalperformance evaluation...