Due to the explosive growth trend of cross-border e-commerce, a series of problems such as high transportation costs and insufficient publicity are to be solved urgently by researching on supply chain from both decision-making and coordination perspectives. Under the four-incomplete cooperative Stackelberg decision-making modes of cross-border e-commerce supply chain members, the transportation cost of overseas suppliers and the promotion strategy of domestic retailers determine the profit of

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... e supply chain together and further influence the choice of the optimal decision-making plan. Furthermore, the Shapley value method and full cooperative income incremental sharing mechanism are used to redistribute the profits under different cooperation modes, and it is expected to provide scientific decision-making reference for domestic cross-border e-commerce enterprises to rationally choose cooperative relationships.