Abstract: With the increasing demand for 3D printing technology applications, the 3D printing technology vendor has become an independent decision-maker in the customized supply chain, and even become the leader of supply chain decision-making. On the one hand, the application of 3D printing technology can improve the customization level of products, thus increasing demand, and on the other hand, it can also reduce manufacturing costs, thus affecting the customization decisions of the dual-channel supply chain. For example，in 2018, BMW used HP ’s 3D printing device hp4200 to produce auto parts, ensuring that customers’ personalized requirements were met in a short time, and in 2014, BMW cooperated with the Faculty of Ergonomics of the Technical University of Munich to produce thumb orthosis using 3D printing technology to assist workers in production, which can improve production efficiency and reduce production costs. Based on the impact of manufacturers’ application of 3D printing technology on cost and demand, we construct a dual-channel supply chain game model consisting of a technology vendor, a manufacturer, and a retailer to solve the optimal decision under the situation led by the manufacturer and the technology vendor respectively. This paper analyzes the influence of the sensitivity coefficient of customization, the coefficient of cost saving and technical fee on supply chain decision-making and profit under different dominant situations, and compares the optimal decision-making under two dominant situations. We find that: (1) When the impact of customization on demand and cost is different, the level of customization and pricing strategy are different under different dominant situations. (2) Technology vendors always strive for supply chain dominance in order to maximize their profits. (3) There is a value interval of technical fee, when the technical fee is in different intervals, the technology vendor will choose partial customization strategy or fully customized strategy, but the threshold of the technical fee interval is different when the manufacturer and the technology vendor are respectively dominant.

Key words: customization strategy, game theory, 3D printing technology, technical fee