現今資訊科技與網際網路的蓬勃發展，電子商務產業全球化，電子商務平台供應商部分皆依賴和供貨商彼此之間的合作。電子商務平台買賣交易達成的基本要件為產品，產品需要在價格或組合上與其它通路做出差異化或電子商務平台藉著自身的優勢較容易促使買賣產生，故經常發生產品議價未在電子商務平台供應商與商達成共識的情況下進而產生爭議，因此電子商務平台供應商與供貨商之供貨間的議價動作或行為，如何協議制定合理的利潤分配與結盟形式去促成雙方有效地合作，是實務上常見的策略聯盟成功關鍵議題。
本研究以合作賽局理論(cooperative game theory)為基礎，建構電子商務平台供應商與供貨商的四種合作賽局模型，同時結合實際案例資料分析應用，探討不同合作條件下，供貨商與電子商務平台供應商可能達成協議的價格區間，並針對其初期條件可能破局之結盟分析出可均衡之結盟條件，經由本研究之分析可使其破局結盟再次結盟成功。研究結果可以作為電子商務產業供應鏈議價策略之實務參考，促進供應鏈管理成效。
Along with the blooming development of the information technology, Internet, and electronic commerce market, the electronic commerce platform providers in Taiwan market depend on more cooperations with suppliers. The basic element of completing a deal in Electronic commerce platform is a better price and combination of the product to other access or platforms. Electronic commerce platform providers and suppliers often have dispute about the price before they have the agreement on the product. For each bargaining, however, as the firms make different contributions to the cooperation, the sharing of operating cost and profit requires rationality to facilitating a stable coopera-tive relationship between electronic commerce platform providers and suppliers.
Based on the concept of the cooperative game theory, this paper proposes four kinds of contribution-based profit-sharing models using Shapley value analysis. It is to explore cooperation under different conditions, suppliers and Electronic commerce platform providers may agree price range. With real data from the product, a case study is further used to describe how firms can use the proposed model to making decisions for a fair profit-sharing rule after cooperation, so that to enhance mutual trust, more pos-sible supply chain, and consequently better business performance.
