With the rapid development of e-commerce, the traditional trade mode of forest products has undergone significant changes. Logistics as a key factor to support e-commerce trade is particularly important to build a reasonable e-commerce logistics model of forest products. In the logistics service industry, the issue of cooperative profit allocation of logistics alliance has been crucial and prevalent. However, logistics alliances often face the problem of incomplete information, such as the ambiguity of transportation cost and driving distance, which makes it difficult to effectively apply many classical cooperative game solutions. Therefore, this paper introduces an improved Shapley value for cooperative games in fuzzy situations regarding unclear profit allocation in e-commerce logistics alliance of forest products. This value maximizes the satisfaction of the players by minimizing the contribution excess, according to which the trapezoidal fuzzy number least square contribution is calculated. Based on this, we replace the marginal contribution of the classical Shapley value with this least square contribution, thus creating the improved Shapley value with trapezoidal fuzzy numbers. Through the verification of actual cases, this method not only has theoretical value, but also provides effective guidance for the actual profit allocation of e-commerce logistics alliance of forest products, which helps to promote the stability and sustainable development of alliance.

With the acceleration of fresh food e-commerce development, cold chain logistics for agricultural products has increasingly become a research hotspot. However, limited by the number of orders accepted by enterprises, many cold chain transportation vehicles for agricultural products struggle to reach a full load. This undoubtedly increases transportation costs for agricultural product cold chain logistics enterprises. In order to reduce the cost of transportation and increase the profit of enterprises, this paper will adopt the strategy of building enterprise coalition based on cooperative game theory. By increasing the loading rate of transportation vehicles, it will increase the profit of enterprises. First, utilizing the minimization of overall dissatisfaction among players in profit allocation after coalition participation as the objective function, a model of the equal division contribution values of the trapezoidal fuzzy number will be constructed, which will be used as the profit allocation model for the players. Then, the solution of the model will be provided, and the properties including symmetry are analyzed. Second, by improving the loading rate of cold chain transport vehicles as the key and combining various parameters in the transportation stage of agricultural product cold chain logistics, the coalition profit will be calculated. Finally, using the solution of the equal division contribution value of the trapezoidal fuzzy number in the cooperative game as the allocation strategy, the obtained profit will be distributed to each enterprise participating in the coalition. The results show that when dealing with cooperative profit allocation problems in similar scenarios, the solutions of the equal division contribution value of the trapezoidal fuzzy number are highly reliable and adaptable. The method presented in this paper can not only increase the profit of enterprises but also minimize the overall dissatisfaction of all enterprises with the allocation result.