By comparing the game equilibrium of the different power structures, the influence of the strategic customers’ behavior on the optimal decision of the supply chain enterprises and supply chain coordination is analyed. The condusion shows that if the supply chain enterprises can face the existence of strategic customers and make reasonable decisions, it can achieve a win-win situation. The supply chain performance of different power structures depends on the degree of the strategic customer behavior. Only when the behavior of strategic customers becomes serious enough to exceed the critical value, the high proportion of strategic customers will deteriorate the profits of the retailer dominated supply chain. Strategic customers prefer the retailer-dominated market structure, because it makes the customers have great benefits of the low price.