Abstract: The article builds a bilevel programming problem which assumes that the interaction between suppliers and distributors will be pursued to maximize the objectives and the user needs. In the model, the upper planning is the retail price optimization models for uppliers and distributors, the lower model is the equilibrium between purchase and demand for the user, such as various information sharing mechanisms for oligopoly, monopoly, social optimum, which reflects the needs in supply chain that responds to the upper pricing behavior. The article designed sensitivity analysis algorithm and iterative method for solving & optimizing the problem of need equilibrium in supply chain.