【Purposes】In the case of insufficient development of electricity retail market, the construction of retail market from the perspective of price mechanism was discussed. 【Methods】First, according to the situation in Shanxi, Guangdong, and other regions, this paper analyzes the current situation and problems of China’ s electricity retail market was analyzed; second, the price mechanism of innovative retail market was proposed from four aspects: clear retail package price design, establish special accounts, propose revenue constraints and clearing mechanisms for electricity retail market, and smooth wholesale and retail market price transmission mechanism. The government can advice the reasonable profit and upper limit for the electricity retailers, and encourage them on the basis of the correlation between their power curve and load curve of the daily unified adjustment system. 【Conclusions】The upper limit of the electricity retail price is calculated by using the data of a certain province.