Research on Electricity Selling Pricing of Electricity Retailers Considering the Independent Choice of Users

With the opening of Chinese power sales market, electricity retailers have become the emerging main body of the market, and power sales is the core business of electricity retailers. In the process of formulating power sales packages, electricity retailers should not only provide diversified packages for users, but also consider the subjective wishes of users. Therefore, this paper studies the pricing of electricity retailers considering the independent choice of users. First of all, this paper designs the structure and package of electricity retailers participating in the electricity market; Secondly, the user utility model is used to describe the user's response behavior to different packages, and the logit model is used to describe the user's choice behavior; Then, the pricing optimization model is constructed by considering the cost-benefit of the electricity retailer participating in the power market transaction. Finally, an example is given to verify the effectiveness of the model.