The paper studies product pricing, the optimal effort level of the designer and coordination of supply chain which consists of a 3D-printing platform and a designer. By establishing both centralized and decentralized decision-making models, we obtain the optimal strategies according to the difference of decision model. The results show that a higher sensitivity to customization forces the designer to improve her effort level, and also raises the product retail price. For a given a cost coefficient, the product price under decentralized decision-making model is higher than under centralized decision-making model only if the consumer customization sensibility is relatively small. Compared with the cost-sharing strategy, two-part tariffs and the revenue sharing strategy can coordinate supply chain, but the progressive revenue sharing strategy becomes a more feasible options.