A Study on the Competition of Electricity Sellers in the Open Electricity Sales Market

With the deepening of China's electric power system reform and the development of energy utilization technology, diversified electricity sellers have stepped onto the stage of the power market. How to formulate efficient purchasing and selling strategies and effectively avoid their own risks in the fierce market competition is an urgent problem for each selling entity at present. This paper firstly analyzes the related background of China's electricity sales market liberalization in chronological order and makes a prospect for the future electricity sales market. Then, it illustrates the research status of multi-dimensional competition in power sales companies from two aspects: risk aversion and power purchasing and selling strategies. Finally, based on the SWOT analysis method, the SWOT model is established with the independent power selling company as an example to analyze the opportunities and challenges faced by independent power selling companies comprehensively in market competition under the open power selling market environment.