Shipping e-commerce is derived from the ecological combination of Internet and shipping. It differs from traditional co-mmerce in the operation and management. E-commerce aims to create and add shipping value with the technology, operation, target and market. Based on the relationship marketing theory with related conducting factors , the effects of shippers' behaviors to shipping value are analyzed. Based on SMARTPLS, the domestic and foreign operation of shipping e-commerce is investigated. It is concluded that shippers' satisfaction on shipping products will help to achieve e-shipping operation value as soon as possible. Furthermore , loyal shippers have positive effects on the whole e-shipping value. The suggestions are put forward to find out the meaning of shipping e-com-merce and enhance the whole value. Firstly, the shipping value is enhanced to prevent dying shipping companies. Secondly, shortcom-ings are made up to attract satisfied and loyal shippers. Thirdly , accurate polices introduced to promote the coordinated development of shipping and trade. Finally, talents are trained to help for e-shipping.%“互联网+”航运的“生态新融合”—航运电子商务，与传统模式在运营和管理上区别较大。以航运价值创造和增值为内涵与目标，航运电子商务模式符合技术、运作、目标和市场层面的新要求。文章基于关系营销理论，结合不同利益关系者的传导因素，研究货主和货代行为对航运价值的影响。通过采用SMARTPLS工具，展开国内外航运电子商务运营情况的调查，得出货主享受满意的航运服务产品能够尽快实现航运电子商务平台运营价值的研究结论，进一步体现了忠诚的货主是船公司的核心客户，对整体航运价值的影响较大。文章提出竞争型航运发展电子商务模式的建议，以期实现开发航运电子商务内涵并提升航运价值的目的：一是提升价值以严防船公司沦落为“僵尸企业”；二是补短板以提高满意和忠诚货主的“木桶容量”；三是精准扶持以推动航运和贸易的联动发展；四是建智库为航运电子商务平台“空中加油”。
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