Revenue Distribution of Hybrid Channel Supply Chain Based on Modified Shapley Value with Cost

The reasonable distribution of revenue determines not only the coordination but also the development of supply chain. A hybrid channel supply chain model composed of manufacturer and traditional and online retailers was identified as the object of study, decision models under different cooperation modes were built, different revenues of supply chain members and overall were analyzed, satisfaction of characteristic function required by the Shapley value was proved, and the Shapley values of revenue distribution were calculated. In view of the shortcoming of the Shapley value method which takes contribution margin as the only consideration and ignores the impact of other factors such as cost on revenue distribution, the cost correction model was built by using production and sales cost to modify the traditional Shapley value; the reasonable distribution of individual benefits under the premise of maximizing the overall revenue of hybrid channel supply chain was realized.