船公司“利他偏好”与航运供应链上的纵向合作

doi:10.16381/j.cnki.issn1003-207x.2021.1137

Abstract

Abstract:

In the world's shipping market， where demand fluctuates， both abundant marketing investment and market demand fluctuations impose dual cost pressures on shipping companies and shipping agency companies. As a result， shipping agency companies can be incentivized by shipping companies' ‘altruistic’ behavior to maintain their market share and competitiveness. A risk-averse shipping supply chain， comprised of a single shipping company and a single shipping agency company， is studied in this paper. The influence of shipping companies' "altruistic preferences" on shipping market decision-making and vertical cooperation within the shipping supply chain is analyzed using a Stackelberg game model.By comparing the benefits of centralized decision-making， decentralized decision-making， and altruistic preference decision-making， the main results demonstrate that： 1） Altruistic behaviors of shipping companies will encourage shipping agency companies to increase the marketing investment for expanding markets demand， which will enhance the overall profitability and competitiveness of the shipping supply chain； 2） Even the effect is less than the ‘vertical alliance’， ‘altruistic preference’ of shipping companies can strengthen the vertical cooperation of shipping supply chain； 3） ‘Revenue sharing and cost sharing’ contract can realize coordination in the risk-averse shipping supply chain with more profit and stability of shipping supply chain； 4） The ‘altruistic preference’ of shipping companies can improve the flexibility of the coordination contract， which is benefit for the stability of the vertical cooperation in shipping supply chain.

Key words: shipping supply chain, shipping company, altruistic preference, contract coordination, risk aversion

CLC Number:

F272

Jian LI,Jin-yang SHI,Bao JIANG. Altruistic Preference of Shipping Company and Vertical Cooperation in Shipping Supply Chain[J]. Chinese Journal of Management Science, 2023, 31(11): 195-207.

Figures/Tables 2

符号	符号含义	符号	符号含义
$a$	基础市场需求	$θ$	船公司利他偏好系数
$ε$	市场需求随机波动	$E Q$	期望市场需求
$w$	船公司航运服务批发价格	$E π$	期望利润
$p$	船代公司航运市场价格	$U$	企业效用
$c$	船公司航运服务边际成本	下标 $s$	船公司
$η$	船代公司营销成本系数	下标 $f$	船代公司
$k$	船代公司营销投入水平	下标 $s c$	航运供应链
$λ$	市场需求对营销投入的敏感系数	上标 $c$	集中决策
$F$	船代公司营销收益系数	上标 $γ$	一般分散决策
$γ$	船代公司风险厌恶系数	上标 $θ$	船公司利他偏好时分散决策
$σ$	市场需求波动标准差	上标^*	最优决策
$s$	营销成本	上标 $d$	无契约决策模型
$A$	航运市场总需求	上标 $g$	收益共享契约下的博弈模型
$g$	船公司自身保留销售收入系数	上标 $?$	收益共享成本共担契约下博弈模型
$V a r$	样本方差	$? ? *$	契约合同中成本分担参数
$π$	利润	$?$	船公司自身承担营销成本系数

变量	一般分散决策情形	船公司利他偏好时分散决策情形	比较结果
航运市场价格	$p γ *$	$p θ *$	$0 < F < 2$ 时， $p θ * < p γ $ ； $2 < F < 4$ 时， $p θ > p γ *$
航运服务价格	$w γ *$	$w θ *$	$w θ * < w γ *$
营销投入水平	$k γ *$	$k θ *$	$k θ * > k γ *$
市场需求	$E Q γ *$	$E Q θ *$	$E Q θ * > E Q γ *$
船公司利润	$E π s γ *$	$E π s θ *$	$E π s θ * < E π s γ *$
船代公司利润	$E π f γ *$	$E π f θ *$	$E π f θ * > E π f γ *$
供应链整体利润	$E π s c γ *$	$E π s c θ *$	$E π s c θ * > E π s c γ *$

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Altruistic Preference of Shipping Company and Vertical Cooperation in Shipping Supply Chain

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