Abstract: The existed studies mainly focused on the single supply chain, not considering the competitive relation between supply chains. And the studies on supply chains competition mainly focused on these aspects like game, contract and performance, not considering the issue of supply chain value. So, in this paper, based on the previous study about the value creation of one supply chain, the issue of the supply chain value maximization considering the competition between supply chains is fully studied. Firstly the Cournot game base on new prosumer is used to construct the mathematical model of supply chain value maximization when thinking about the competition between supply chains. Under the framework of this model, the issues such as the whole value created by supply chain, the effects of the concern extent of the enterprise alliance to consumers and the repurchase rate of consumers on the supply chain value, the value of enterprise alliance, the value of consumers and so on are analyzed. Some important conclusions are obtained such as there exist many combination choices between the concern extent of the enterprise alliance to consumers and concern extent of consumers to the enterprise alliance to make the maximization value add on the two supply chains. And the validity of those conclusions is checked by the numerical analysis. The study of this paper has a more general sense to fully disclose the value promotion of supply chain based on the new prosumer.

Key words: supply chain value, competitions between supply chains, new prosumer, value of enterprise alliance, consumer surplus