  A centralized collaboration problem of customer-to-manufacturer (C2M)
platform in e-commercial business is studied in this paper, where an
e-commercial company and multiple manufacturers come to an agreement for
constituting a collaborative alliance to satisfy the product orders of multiple
customers. The problem has two important issues which are the optimal
reallocation of customer orders among the manufacturers to maximize a total
profit of the alliance and a fair allocation of the profit among the
manufacturers so as to assure the stability of the alliance and the
sustainability of C2M platform. A profit allocation mechanism is proposed which
is based on core allocation concept and considers the contribution of each
manufacturer in fulfilling orders. The effectiveness of the mechanism is
evaluated with numerical experiments on sixty instances generated based on real
data of Alibaba.
