In the open electricity market, the introduction of a price-based demand response can make market competition more efficient and electricity prices more reasonable. However, the time-of-use price can not reflect the actual market supply and demand. The real-time price is highly volatile and difficult to implement. In order to combine the demand-side response with the electricity market, this paper proposes the variable peak price products and analyzes its characteristics and benefits in combination with the development of electricity market of China. On this basis, based on the user’s electricity price response model, the operational optimization model of both purchase and sale considering customer satisfaction is established, and three scenarios are designed for case analysis. The results show that the variable peak price product can increase the total revenue of balance account, increase the profit of the retailer and users, and reduce the load peak-to-valley difference under the premise of ensuring the cost of the user’s electricity unchanged.