For power selling companies with controllable loads, the active participation in grid demand response is an important means to obtain excess profits. Based on the mechanism of demand response, the load-type power selling company is taken as the research object. It considers both the incentive-based and the price-based demand responses, and models of the response costs and benefits for the power selling company as well as residential and industrial users participating in demand response are established. Building on the costs incurred by users participating in demand response, a calculation method for the user cost allocation coefficient is proposed. Additionally, a dynamic compensation pricing strategy for the power selling company is introduced, which formulates different compensation prices based on user types to maximize the regulation potential. Finally, a two-layer dynamic pricing model for power selling companies based on demand response is established. Through case simulation, the feasibility and rationality of the model are verified.