Abstract: Nowadays,there is a trend of dividing the gold material price from the manufacture cost to get the gold jewelry price,which makes the price of the gold material more transparent.The sensitivity of the gold price is related to both the consumers' rights and the profits of jewerly enterprises.Mathematical models and MATLAB software are used to analysize the retail price of gold jewelry in this paper.The results show that the sensitivities are as follows from high to low: the national well-known jewelry enterprises(including Hong Kong-owned),the regional jewelry enterprises and the local private jewelry enterprises.The difference of the sensitivity is from the influence of the gold market,the local policies and the business model for the different enterprises.All the researched jewelry enterprises raise their gold prices actively when the gold prices rise in the gold market and reduce the prices passively when the gold prices slip lower to pursue the maxmum profit.