Optimal pricing decisions of the raw material supplier, optimal pricing and lot-sizing decisions of the manufacturer and the retailer are considered in the three echelons supply chain system under the background of the hi-industries. Two tri-level joint pricing and lot-sizing models are established, which are respectively guided by the retailer and the supplier by considering the deteriorating manufacturer’s purchase cost and the end-consumer’s market price. A tri-level particle swarm optimization algorithm is designed to solve the problems. An example is employed to illustrate the feasibility of the proposed algorithm. The analysis of features of the models show that the retailer guided supply chain performs better than the system guided by the supplier in improving efficiency of the whole supply chain.