Aiming at the double-channel supply chain where the manufacturer adds a network channel together with the traditional entity channel, the Stackelberg game models of single-channel and dual-channel supply chains are constructed from the perspective of consumer utility theory. Under the disturbance of retailer innovation input level and consumer channel preference, the channel competition effect formed by the open up of network channel is analyzed and the optimization strategy in supply chain is found. Then a double coordination mechanism is proposed to improve the operations efficiency of supply chain. The results show that there is an optimal combination of wholesale price, retail price and innovation input level to achieve supply chain optimization. Manufacturer and retailers' profits have a certain function relationship with the innovation input. With the introduction of network channel, the retailer pricing, profit and the market share of entity channel will be cut down while the total demand is increased. The channel conflict can be alleviated through the double coordination mechanism which is verified by a numerical simulation.