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What pricing tactics a enterprise adopts is the key to keep its competence. Now, the online auction and reverse auction Web site are affecting the cost-oriented habit of pricing by the large-scale consumer group. This paper will analyze the influencing factors of B2C e-business product pricing from the views of enterprises and consumers, respectively, and establish the pricing game model based on MAS (multi-agent system). At last for the efficiency of B2C e-business market, the paper will make research on the algorithm and working processes of the game between enterprises and consumers. It will provide certain decision-making supports on product pricing for demand-oriented businesses.