The thermodynamics and kinetics of natural rutile carbochlorination have been investigated in a fluidized-bed. Thermodynamic analysis of this system reveals that when C is excess in the solid phase, TiCl4 and CO are the only two stable products in the chemical equilibrium compositions system, and the increase of the ratio of C to TiO2 has little effect on the product composition. At high temperature, the reaction with CO as the product is the dominant reaction. This paper proposed a reaction rate model, and got a rutile chlorination rate formula, which is more consistent with experimental data. For the TiO2-C-Cl2 system, the reaction rate is dependent on both size and density of natural rutile. From 900 to 1000 oC, the apparent activation energy is 10.569 kJ/mol. In this temperature range, mass diffusion is the main reaction controlling step. The expression of the chlorine reaction rate in the C-Cl2 system was obtained, and it depends on the degree of reaction, Cl2 concentration and the size of coke.