Abstract: When freight forwarding companies apply blockchain technology to build a shipping logistics platform, they need to discuss how to make the best investment decisions and how to coordinate supply chain members. This paper first combines the development status of the shipping logistics industry, puts forward a conceptual model that uses the integration of blockchain technology to build a shipping logistics blockchain platform with freight forwarding companies as the main body. Then, the Stackelberg game method is used to discuss the impact of information sharing on investment decisions under the application of the shipping logistics blockchain platform, and the contract of “service cost allocation and benefit sharing” and “blockchain cost allocation and benefit sharing” are designed to coordinate the supply chain. Finally, numerical analysis is used to verify the results. The results of the study found：（1） The investment threshold of freight forwarding companies investing in building shipping logistics blockchain platforms is related to the unit cost optimization coefficient, demand information forecast amount, and price sensitivity coefficient. （2） Although the application of a shipping logistics blockchain platform by freight forwarders is at the cost of information sharing, information sharing can enable freight forwarders and shipping companies to obtain greater benefits. （3） There is a big gap between the optimal decision that freight forwarders bear the blockchain cost and service cost separately under decentralized decision-making and centralized-decision making. The contract of “service cost-sharing-revenue sharing” and “blockchain cost-sharing-revenue sharing” can realize the coordination of the shipping supply chain when certain conditions are met. But “blockchain cost-sharing and benefit-sharing” contracts meet more lenient conditions. The research results can provide theoretical guidance for the decision-making of freight forwarding companies to invest in building a shipping logistics blockchain platform and coordinating members of the supply chain.

Key words: blockchain, logistics supply chain, investment decision-making, coordination

摘要： 针对货代公司应用区块链技术来构建航运物流平台时，该如何做出最佳投资决策和如何协调供应链成员等问题，结合航运物流行业的发展现状，提出了以货代公司为主体构建的航运物流区块链平台的概念模型。运用Stackelberg博弈方法，探讨航运物流区块链平台应用下的信息共享对投资决策的影响，并设计了服务成本分摊-收益共享和区块链成本分摊-收益共享两种契约来协调供应链。采用数值分析对结果进行验证。研究结果发现：（1）货代公司投资构建航运物流区块链平台的投资阈值大小与单位成本优化系数、需求信息预测量及价格敏感系数有关。（2）虽然货代公司应用航运物流区块链平台要以信息共享为代价，但信息共享能使货代公司和船公司获得更大的收益。（3）在分散决策下的货代公司单独承担区块链成本和服务成本的最优决策与集中决策相比均有较大差距，服务成本共担-收益共享和区块链成本共担-收益共享两种契约在满足一定条件时都可以实现航运供应链的协调，但区块链成本共担-收益共享契约满足的条件更加宽松。研究结果可为货代公司投资构建航运物流区块链平台的决策和协调供应链的成员提供理论指导。

关键词: 区块链, 物流供应链, 投资决策, 协调