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2012年亚欧航线需求疲软,涨价成为班轮公司维持生存、走出困境的唯一办法。然而,这种集体救赎式的涨价行为往往容易导致典型的“囚徒困境”:同业协同提价可实现利益均沾,避免全行业亏损;但若各班轮公司提价幅度不一致,小幅提价的班轮公司可能乘机抢占更多市场,从而引发新一轮竞争。在此背景下,关注客户需求,提高服务品质,按需求配置资源,使全球物流资源得到充分利用,最终实现自身与客户双赢,已成为越来越多班轮公司的共识。
Demand for Asia-Europe routes was sluggish in 2012 and prices have become the only way for liner companies to survive and get out of their predicament. However, this kind of collective salutation of price increases tends to easily lead to the typical “Prisoners’ Dilemma”: the co-operation of price increases can be realized with benefits, to avoid the industry-wide loss; but if the liner rates are inconsistent, a slight price increase Of liner companies may take the opportunity to seize more markets, triggering a new round of competition. Against this background, it has become the consensus of more and more liner companies to pay attention to customer needs, improve service quality, allocate resources according to demand, make full use of global logistics resources and eventually achieve win-win situation with customers themselves.