A competitive supply chain network equilibrium model with multi-differentiated products is studied, which
comprises noncooperative manufactures and retailers with fuzzy market demand. Multinomial logit model is used to analyze consumer’s stochastic choice of multi-differentiated products in order to describe the consumer’s preference. The expected profit of retailers is derived by credibility measure of fuzzy event. The supply chain network is developed based on finitedimensional variational inequalities associated with the various decision makers. Existence and uniqueness of the supply chain network equilibrium are analyzed in detail. Finally, the impacts of fuzzy demand on supply chain network equilibrium are illustrated through numerical examples.