Abstract: With much more fierce competition and the enhancement of supply chain’s strategical role, the competition between enterprises focuses more on the competition between their supply chains. And this enhancement of the role of supply chain asks for more theoretical research about supply chain. The ultimate goal of supply chain management is to maximum its value. But currently, existent research about supply chain is limited and not intact about the structure and value of supply chain. As to solve these problems, the new prosumer theory is presented to point out that the mainstay of supply chain is not only the enterprise alliance but also the customers, which are integrated in the value creating process in supply chain. Based on this theory, the mathematical model of supply chain value maximization is constructed. Under the framework of this model, the issues such as the whole value created by supply chain, the value of enterprise alliance, the value of consumers, the interest distributions for the second time and so on are analyzed. The conclusions are: (1) the coordination between enterprise alliance and customers will enhance the integrated value of supply chain based on new prosumer; (2) the interest of both enterprise alliance and customers will be improved simultaneously through the second benefit distribution. The validity of those conclusions is checked by the numerical analysis. The main contributions of this study are: (1) the significance of coordination between enterprise alliance and customers is shed light on, and the customers’ feedback to the supply chain value creation is highlighted; (2) the effective way to maximum the supply chain value is presented.

Key words: supply chain value, new prosumer, value creation, consumer surplus