In order to examine whether concentration in the auditing market can lead to monopoly prices, previous research has mostly used auditing firms as objects of investigation and neglected the distinct ions between individual auditors. To investigate whether there are differences in audit fee strategies between individual auditors and firms, this study not only examines the distinct competition faced by firms in different regions and whether gaining competitive advantages in practice regions can affect their pr icing strategy, the aforementioned quest ions are also discussed from the auditors' perspective. The results show that firms practicing in more concentrated areas may charge higher audit fees, while individual auditors practicing in more concentrated areas may charge lower fees. In addition, the higher the firm's market share in the area, the higher the audit fees. However, the higher the market share of individual auditors, the lower their audit fees. This article confirms that audit fee decisions made by individual auditors in a competitive environment will most likely differ from those made by firms.