Optimal marketing strategy for electricity retailer considering interruptible load

Retail side competition has be introduced to Chinese electricity market. Under this environment retail side monopoly will be broken, which leads to a significant change in the marketing strategy of retailers. In this paper, new challenges for retailers and consumers under competition environment are discussed firstly. Then the customer behavior model based on a psychological method is proposed for simulating the behaviors of electricity consumers to select retailers and electricity contracts. For retailers, a novel marketing strategy considering the influence on interruptible load and consumer behavior is modeled to determine electricity fixed price, up-low limiter realtime price and energy procurement allocation. Finally, numerical simulation is used to show the essential features of proposed model.