基于云重心Shapley值法的电子商务声誉联盟利益分配策略

E-commerce reputation alliance profit distribution based on Shapley value method with cloud gravity center

由于电子商务声誉联盟的声誉能力、声誉风险和声誉成本三个主要分配因素存在模糊性和随机性的缺点,难以得到量化,以及Shapley值法本身存在的局限性,因此利用云重心评判法对Shapley值法进行修正。云理论主要体现定性与定量之间的不确定性转换,有效地解决概念的模糊性和随机性。修正后的Shapley分配法有效地提高了联盟分配的准确性,并通过算例证实了此方法的合理性和适用性,为电子商务声誉联盟的收益分配问题提供依据。

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 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.