Abstract: Price mechanism is one of the means to guide urban public buildings to adjust electricity consumption behavior. In order to evaluate the impact of price on the electricity consumption behavior of urban public buildings and further excavate urban public buildings as controllable load type virtual power plant energy resources to participate in power dispatching or power market transaction, this paper introduces time-of-use price mechanism and user psychological model to adjust the daily load curve of urban buildings to form a daily pricing fitting load curve considering price elements. A two-stage clustering analysis algorithm combining aggregation clustering method and fuzzy C-means method is used to cluster the adjusted daily load curve. According to the above method, the effectiveness of the algorithm selected in this paper is verified through the cluster analysis of 100 typical loads, and the potential of guiding different urban building loads to adjust the electricity consumption behavior through the price mechanism is further discussed, which provides the basis for using the price means to deeply tap the urban public buildings as virtual power plant resources.