随着海运行业竞争日趋激烈,海运各主体之间通过横向或纵向协作等方式来最大限度地降低经营成本、提高经济效益显得尤为重要。笔者通过现有文献梳理得知,学者们较多关注海运行业主体的横向协作,却鲜见不同主体之间的纵向合作。基于此,我们提出了由一个船公司和一个货运代理企业组成的海运服务供应链系统,加入品牌效应,建立了双方集中决策、船公司领导的斯坦伯格博弈以及纳什均衡三种权力结构下的博弈模型。通过比较三种权力结构下的最优解及最优利润,得到如下结论:双方集中决策时,船公司过高的品牌效应可能会对整体利润造成不利影响;船公司领导博弈优于双方同时决策的市场权力结构;船公司的品牌效应较高时反而不利于其自身利润的提高,导致船公司缺乏提高品牌效应的动力,但其品牌效应的增加与货代利润的增加成正比。研究结果拓展了博弈论在海运行业领域的应用,为进一步研究海运服务供应链系统发展的其他相关问题奠定了良好的基础。

With the increasingly fierce competition in the ocean shipping industry,it seems especially important to furthest reduce the operating cost and improve the economic efficiency by the way of transverse or longitudinal cooperation among the main bodies of the ocean shipping.Through combing the existing literature,the authors notice that the scholars pay more attention to the transverse cooperation of the main body of the ocean shipping industry,but the study on longitudinal cooperation between different bodies is rarely observed.Based on the literature review,we put forward a marine service supply chain system which is composed of a shipping company and a freight forwarding enterprise.And we further introduced the brand effect to set up the game model under three-power structures.In Stackelberg game model,we assume both sides make decision collectively.By comparing the optimal solution and the optimal profit under the three kinds of power structure,the following conclusions are obtained:when the two sides make centralized decision,the shipping company‘s exorbitant brand effect may have adverse effect on the overall profit; the game model which is led by shipping company is better than the market power structure under the decision which is made by both sides at the same time; when the shipping company‘s brand effect is higher,it is not conducive to improving its own profit,and it will lead the shipping company to lack the motive power to improve the brand effect.However,the increase of its brand effect is proportional to the increase of the freight forwarding profit.The research result has extended the application of game theory in ocean shipping industry,and laid a good foundation for the further study of other related problems of the development of marine service supply chain system.