To　study　the　impact　of　channel　service　levels　and　product　perceived　value　on　cross-border　dual-channel　supply　chain　decisions　and　members＇　profits　in　the　supply　market　of　an　overseas　manufacturer　and　a　domestic　manufacturer,　a　consumer　utility　function　that　considered　service　levels　was　constructed,　and　the　optimal　decisions　of　the　dual-channel　supply　chain＇s　each　member　with　Stackelberg　game　model　was　studied.　The　research　proved　that　the　dual　marginal　utility　of　the　supply　chain　could　be　alleviate　when　the　cross-border　electronic　channel　service　level　was　close　to　the　traditional　channel;　and　the　dual　marginal　utility　of　the　supply　chain　would　be　aggravate　when　the　perceived　value　of　domestic　products　was　close　to　the　product　perceived　value　of　any　channel　of　the　cross-border　products.　©　2020,　Editorial　Department　of　CIMS.　All　right　reserved.