The Strategy Research Of "Two-oriented Enterprises"Building Based On The Game Theory

"Two-oriented enterprises" is a new business idea that is produced by the needs of the times, and it is also a kind of new enterprise development model. It has great vitality and practical significance, which express the wishes of the human creating a better living environment by changing their behaviors, and it also reconciles the contradiction between economic development and environmental protection, which can gradually realize the unification of economic benefit, social benefit and ecological benefit."Two-oriented enterprises" are the result of two-oriented society’s construction, and is also an inevitable choice of achieving sustainable development and improving their core competitiveness. However, the progress in the construction of China’s "two-oriented enterprises" is relatively slow. This article analyzed main restriction factors that prevent our country’s "two-oriented enterprises" development, including technical bottleneck, the supply of funds shortage, and through the game analysis of the main body of constructing "two-oriented enterprises", we could find the conclusion of lack of motivation, namely the enterprise as a rational economic person, in the absence of external force function, the enterprise was very difficult to launching the construction of the "two-oriented ". Therefore, enterprises need the external propulsion.This paper summarizes the external motivation of "two-oriented enterprises " construction:(1) the government’s policy guidance, including the establishment of a perfect legal system, establishment of strict rewards and punishments system, and disclosure transparent information;(2) the public opinion participation, including public assistance and the media supervision. In order to ensure the "two-oriented" carrying out smoothly, enterprises can take the following measures:enterprise building and establishing "two-oriented" sense and controlling business operation, and the management control of enterprises include:improving environmental management level of enterprises; the implementation of cleaner production; implementing green supply chain management; the green marketing.