Considering the suggested retail price made by manufacturer in a dual-channel supply chain composed of a manufacturer and retailer, game theory was used to study how to set a reasonable price to maximize their own profits, and the influence of altruistic preferences and reference price effect on price was analyzed. By comparing the equilibrium decisions under different circumstances, it can be found that when the retailer's altruistic preference is under certain threshold conditions, the optimal decision profit exists. The altruistic preference of supply chain members can achieve the purpose of "altruism", but cannot achieve "win-win". At the same time, the increase of the market share of traditional channels is favorable for retailers and unfavorable for manufacturers. When the consumer sets the suggested retail price as the reference price, the suggested retail price can increase the supply chain revenue, and the supply chain revenue increases as the reference price effect increases.