Abstract: This paper considers the different impacts caused by different guiding manners of government departments, builds the payoff matrix between big and small scale retailers, and uses game theory to analyze key factors which will affect the cooperation result and the fee of cooperative distribution. At the same time, it uses modified Shapley value model to study the benefit allocation issue of big scale retailers, and puts up with recommendations to develop cooperative joint-distribution to deeply improve joint-distribution system and current situation of retailers′ distribution.

Key words: retailers, joint-distribution, fuzzy demand, game theory, Shapley value