A Study on Revenue Distribution of Chinese Agricultural E-Commerce Supply Chain Based on the Modified Shapley Value Method

With the rapid development of e-commerce in China, “live broadcast + e-commerce” has become an emerging mode of the e-commerce industry. The speedy growth of the digital economy has also provided a favorable external environment for fresh agricultural products to ride on the e-commerce express train. As a result, more and more suppliers of fresh agricultural products choose to sell their products on e-commerce platforms and conduct live streaming. This paper utilizes the e-commerce supply chain field survey data, takes tomato as the specific analyzed variety, and studies the revenue distribution pattern of each subject in the supply chain. The purpose of this paper is to explore the optimization strategy of the revenue distribution of an agricultural e-commerce supply chain, and the results show that the agricultural e-commerce supply chain effectively promotes the matching of supply and demand of medium- and high-end agricultural products, realizes the quality premium of medium- and high-end agricultural products, and significantly improves the overall revenue level of the supply chain. The field survey found that under the supply chain model of “farmers + cooperatives + e-commerce platform”, farmers, cooperatives, and e-commerce platforms gained $2865, $3098, and $1111, respectively, for operating one mu of tomatoes in a year. According to the traditional Shapley value method, from the point of view of the contribution to the cooperative income, part of the income of the farmers and cooperatives should be compensated to the e-commerce platform, and the specific results are as follows: the income of the farmers should be reduced from $2865 to $2729, the income of the cooperatives should be reduced from $3099 to $2955, and the income of the e-commerce platform should be increased from $1111 to $1390. According to the Shapley value method based on the risk coefficient correction, from the perspective of risk compensation, part of the earnings of the e-commerce platform should be compensated to farmers and cooperatives, so as to establish a more equitable and reasonable pattern of earnings distribution, with the specific results: the earnings of farmers should be increased to $3205, the earnings of cooperatives should be increased to $3148, and the earnings of the e-commerce platform should be reduced to $722.