Given　the　extended　producer　responsibility　policy,　various　producers　form　a　coalition　and　act　as　a　single　entity　which　is　so-called　producer　responsibility　organization　(PRO).　Considering　different　recyclability　of　different　producers＇　end-of-life　(EOL)　products,　differentiated　collection　strategies　are　employed　for　different　producers,　which　arises　as　an　innovatively　cooperative　recycling　practice.　Along　this　line,　given　the　minimum　collection　rate　required　by　government　and　a　subsidy　policy,　this　paper　develops　a　collection　rate　decision　model　based　on　multi-choice　goal　programming　(MCGP)　to　explore　the　characteristic　functions　for　various　producer　coalitions.　Furthermore,　by　incorporating　the　different　unit　recycling　costs　of　different　producers＇　EOL　products,　we　propose　a　revised　Shapley　value　to　allocate　the　overall　cost　incurred　by　PRO.　The　numerical　study　shows　that　our　model　based　on　MCGP　can　improve　the　collection　rate　decisions　for　PRO　in　the　sense　that　PRO　can　collect　more　EOL　products　with　cost　no　more　than　the　summation　of　producers＇　costs　in　non-cooperative　case.　On　the　other　hand,　compared　to　the　classical　Shapley　value,　the　proposed　revised　Shapley　value　better　reflects　the　recyclability　differences　for　different　types　of　EOL　products,　which　may　lead　to　the　producers＇　effort　on　the　recyclability　improvement　of　their　products　in　the　design　and　manufacturing　stages.　Keywords　©　2021,　Editorial　Board　of　Journal　of　Systems　Engineering　Society　of　China.　All　right　reserved.