Abstract: To get information of honey price and discuss the pricing strategy of agricultural products with health care effect, the team of Research of National Bee Industry and Technology System carried out investigation on honey price in Beijing, Hangzhou, Qingdao, Zhengzhou and Chengdu from 2012 to 2014. Based on the investigated data, the paper analyzed the characteristics of honey market and its influencing factors. The paper also made a comparison of the same quality honey products sold in difference cities. Then the author discussed the reasons for continuous rise of honey price considering the cost structure collected by fixed observation points located in 11 provinces all over the country. At last, the paper took honey as an example to analyze the pricing strategy of agricultural products which had health care effect. The results showed that prices of all kinds of honeys increased, especially those with low yield and scarce nectar source, such as nest honey, honey produced by local bee varieties in China and bass honey, etc. And price differences of the same kind of honey were gradually widening among different cities, and also between local produced and imported honey. Low procurement price of high quality raw material and the uneven quality of products were problems of the current honey market. The author held the opinion that the keys to solve these problems were to build up quality and price mechanism in the whole process which was from raw material purchase to the terminal market, publicize more products information and improve customers’ awareness of health care effect of honey.