Abstract: Consumers are very clearly entitled to voice their rights in the age of bargaining. The acute changes of market structure lead to the counter-regularity in price formation, bargaining behaviors of consumers are actually as good as dead already. The existing consumer rights protection system pays more attention to the incremental supply of the type of right, while ignoring the improvement of stock, which is represented by price and starting from the specific market factors. Unclear rights and liabilities have produced obstacles preventing consumers from exercising their bargaining power. The social transformation based on justice and rule of law and the extensive application of internet technology have provided the supporting value and platform foundation for consumers to realize their bargaining right. The bargaining system should be maintained under the premise of such ideas as protecting the weak, publicizing information and fulfilling responsibilities, so as to give full play to the group bargaining advantage of consumer organizations, realize the unblocked bargaining depending on the price regulation measures, and promoting the realization of the laws of consumers’ new rights through price monopoly regulation and consumers’ public interest litigation.

Key words: consumer; bargaining power; social transformation; price monopoly