Supply chain competition based on customer utility

As one of the most important management theories in recent five decades, supply chain management has caught much attention. The study on supply chain competition is of great theoretical and realistic significance. Based on analyzing the factors that affect customer utility, the formation procedure of market share is illustrated and a supply chain competition model is established accordingly. In order to obtain the optimum response strategy and supply chain competition equilibrium, corresponding algorithm and measures are proposed. Numerical examples are given to illustrate how different sceneries affect the supply chain competition equilibrium.