Research On The Strategic Alliance Of Container Shipping Enterprises By Game Theory

With the continuous extension of world trade, the volume of trade between countries continues to increase. And because the main bearer of world trade is the shipping enterprises, the world shipping ranks have grown up with the gradually extending of the world shipping trade, which brings an increasingly fierce competition between container shipping enterprises. In addition, with the alternating of peak and trough of shipping market, the container shipping enterprises have been more and more conscious that it is hard to deal with complex and ever-changing competitive environment by its own strength, so it is urgent for them to establish cooperation with other enterprises to increase their capability to face competition. Then, the shipping alliance is formed on the basis of such objective requirement and the subjective aspirations. Container shipping enterprises realized that they can share the shipping accommodation and port facilities through establishing shipping alliance, and therefore improve the utilization rate of the equipment and facilities. At the same time, they expanded the coverage of shipping routes, increased the density of the ship, and provided high quality services for shippers. Though the container shipping alliance hasattained huge revenue, there will also be another problem followed------the problem ofrevenue distribution. If the revenue of the shipping alliance can not do a fair distribution, it will not only affect the efficiency of the shipping alliance, but may even directly lead to the dissolution of the shipping alliance.In this paper, the purpose is to apply Game Theory to the container shipping alliance. Through analyzing the container shipping alliance with Game Theory, the key factors which will have impacts on establishing a long-term alliance will be further clarified. And through the establishment of the benefits distribution model, the problem of the alliance instability will be settled fundamentally. And as the distribution model is improved based on the enterprise risk factors, the distribution benefits of the container shipping alliance will be more rational. Finally, it puts forward the development strategies of China's container shipping business on the basis of analyzing the status of China's shipping market.