基于Shapley值法的电子商务平台多方合作收益分配策略

Revenue Distribution Strategy of Multi-Party Cooperation on E-Commerce Platform Based on Shapley Value Approach

摘要: 电子商务的快速发展催生了多方协作模式(如平台、物流、支付服务商的联合运营)，但此类合作中的收益分配问题常因参与方风险分担、合作程度及信息共享水平的不均衡引发矛盾，导致合作稳定性受损。针对经典Shapley值法在动态协作场景中忽略非边际贡献因素的局限性，本研究通过引入综合修正因子，构建了一种改进的Shapley值法收益分配模型。该模型将风险分担值、合作努力程度和信息共享水平纳入利益分配策略，以量化成员实际贡献差异。案例分析表明，修正后的模型能够显著提升电商供应链利益分配的效率与公平性，有效促进供应链的协同稳定性与长期可持续发展。研究结果为电商供应链管理提供了兼顾理论严谨性与实践适应性的分配框架，对优化多方协作机制、推动行业高质量发展具有重要参考价值。

Abstract: The rapid development of e-commerce has given rise to multi-party collaboration models (e.g., joint operation of platforms, logistics, and payment service providers), but the problem of revenue distribution in such collaborations is often caused by the imbalance in the risk sharing, degree of cooperation, and level of information sharing of the participants, which leads to the impairment of the stability of the collaboration. Aiming at the limitation that the classical Shapley value method ignores the non-marginal contribution factors in dynamic collaboration scenarios, this study constructs an improved revenue sharing model of the Shapley value method by introducing comprehensive correction factors. The model incorporates risk-sharing value, level of collaborative effort, and level of information sharing into the benefit distribution strategy to quantify the difference in members’ actual contributions. The case study shows that the modified model can significantly improve the efficiency and fairness of benefit distribution in e-commerce supply chain, and effectively promote the collaborative stability and long-term sustainable development of the supply chain. The results provide a distribution framework that balances theoretical rigor and practical adaptability for e-commerce supply chain management, which is of great reference value for optimizing the multi-party collaboration mechanism and promoting the high-quality development of the industry.