关键词: 电子商务声誉联盟, 收益分配, Shapley值法, 云理论, 云重心评判法

Abstract: Because the three major allocation factors of the e-commerce reputation alliance, the reputation capability, reputation costs and reputation risk are so fuzzy and random that it is difficult to quantify, and also because Shapley value method exists inherent limitations, the cloud gravity center judgment was used to revise Shapley value. The cloud theory that is mainly applied to uncertainly conversion between the qualitative and quantitative issues provides effective solution to the concept of fuzziness and randomness. Revised Shapley distribution method effectively improved the accuracy of the allocation of the e-commerce reputation Alliance. The rationality and applicability of this method were confirmed by using concrete example. This method provides the basis for the distribution of profit of the e-commerce reputation alliance.

Key words: e-commerce reputation alliance, profit distribution, Shapley value method, cloud theory, cloud gravity center judgement