孙多青　李悦婷

摘 要： 以单个船公司和单个货代公司构成的二级航海运输供应链为研究对象，考虑以船公司为主导的、以货代公司为决策跟随者的合作问题。在船公司负责品牌投入、货代公司负责延伸品牌价值投入的背景下，通过建立斯坦克伯格博弈模型，研究了船公司具有利他偏好时航海运输供应链的最优决策，得到了船公司服务价格、货代公司航运价格的最优解析解，进而分析了船公司利他偏好对航运供应链成员利润的影响。研究结果表明：船公司的利他偏好行为能提高货代公司和供应链的整体利润。

关键词： 航运供应链 利他偏好 品牌投入 船公司 最优决策

Optimal Decisions in Sea-Cargo Supply Chain Considering Brand Investment under Shipping Companys Altruism Preference

SUN Duoqing1， 3 LI Yueting2， 3

（ 1. Institute of Mathematics and Systems Science， Hebei Normal University of Science and Technology， Qinhuangdao， Hebei Province， 066004 China; 2. Teaching and Research Section， Tangshan Experimental School， Tangshan， Hebei Province， 063000 China; 3. School of Mathematics and Information Science and Technology， Hebei Normal University of Science and Technology， Qinhuangdao， Hebei Province， 066004 China）

Abstract： Taking a two-echelon sea-cargo supply chain composed of single shipping company and single freight forwarding company as the research object， the cooperation problem of shipping company as the leader and freight forwarding company as the decision follower is considered. Under the background that the shipping company is responsible for the brand investment and the freight forwarding company is responsible for extending the brand value investment， the optimal decisions of the supply chain when the shipping company has altruistic preference are studied by constructing the Stackelberg game model， and the optimal analytic solutions to the shipping company service price and the shipping price of the freight forwarding company are obtained， and then the effects of altruistic preference of shipping company on the profits of the supply chain members are analyzed. The results show that the shipping company's altruistic preference behavior can improve the profits of the freight forwarding company and the overall supply chain.

Key Words： Sea-cargo supply chain; Altruism preference; Brand investment; Shipping company; Optimal decision

航海運输以其自身航道不受轨道限制、运载量大、成本低等优势一直在国际货物运输中占有相当大的比重^[1]，特别是随着全球市场的开放与融合以及“一带一路”的提出，航海运输显得更为重要。在航海运输市场的复杂环境下，船公司与货代公司作为航运供应链中的节点企业，他们之间的合作与竞争直接影响供应链的整体结构与运作效率^{[2， 3]}，因此船公司与货代公司之间的稳定合作显得尤为重要。

早期供应链管理一般集中于提升利润，降低成本，以经济效益为中心。当供应链系统日益完善时，各企业之间越来越开始考虑包括利他、公平、互惠等关注他人的心理偏好^[4]。这些偏好作为决策时的非理性因素对供应链决策产生的影响显然不能忽视。目前，考虑供应链成员的利他行为，已有学者开展了一些相关研究。……