Study on Risk-Benefit Analysis Model of Electric Retailing Companies Considering Users’ Price Preference

Abstract

With the deepening of the electric power market reform, electricity retailing companies maximize their profits in response to different market situations and user’s demands. By analyzing the purchasing and retailing approaches of electricity retailing companies and considering customers’ preference of the electricity price reduction, the profit model of electricity retailing companies considering users’ multi-level demand and power deviation assessment is established. Then the economic benefits of electricity retailing companies under different users’ price-demand are analyzed. In addition, the risk preference of the power retailing companies is added into the analysis, and the risk utility analysis model established. The effectiveness of the model was verified by taking the monthly bidding transaction data of Guangdong Province as the data base of the calculation example.