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AbstractWith the development of the Internet, consumers have been more and more involved in the process of co-creating value. However, the research on the supply chain involves little. This paper introduces the efforts of consumers and retailers, based on Stackelberg game Model, the supply chain profit model is built, respectively, the retail price, sales volume, effort and the total profit of the supply chain are analyzed for the co-creation efforts of consumers and retailers under centralized and decentralized situation. The results show that centralized decision-making is the most effective coordination mechanism for supply chain in the context of consumer and retailer co-creation.