In　order　to　investigate　the　influence　of　consumers＇　reference　price　effects　on　the　supply　chain　pricing　strategy,　a　supply　chain　model　consisting　of　a　risk-neutral　manufacturer　and　a　risk-averse　retailer　was　constructed.　The　consistent　pricing　strategy　with　deterministic　reference　price　and　stochastic　reference　price　was　studied　by　game　theory,　and　the　equilibrium　solutions　in　the　centralized　model　and　decentralized　model　were　given.　Based　on　these,　the　effects　of　related　parameters　on　enterprise　decision-making　and　channel　efficiency　were　discussed,　and　a　revenue-sharing　coordination　contract　was　proposed.　Finally,　the　model　was　extended　to　an　inconsistent　pricing　strategy　and　the　differences　between　these　two　pricing　strategies　were　revealed.　©　2020,　Editorial　Department　of　CIMS.　All　right　reserved.