Design of Peak-Valley TOU Customized Package Based on Choice Behavior of Users

In the spot market environment, the wholesale price fluctuates in real time and provides a stronger time-of-use price signal for the retail market. It is necessary to combine the construction of spot market with the optimization of package in the retail market to fully respond to the development of the power market. Therefore, based on the basic ideas of design of retail package, the time-of-use pricing model is established by taking the maximization of profit and the minimization of risk as the objective function, taking into account the market share, user's independent choice constraint and risk constraint. Among them, the user's independent choice constraint analyzes the probability of the user choosing the package and the size of electricity consumption adjusted by users from the perspective of user utility value. The simulation analysis takes three typical users of steady type, peak meeting type and peak avoiding type as the target, and the result shows that electricity retailers can encourage users to actively adjust their electricity consumption by designing peakvalley time-of-use pricing based on users' choice behavior, so as to improve their own income and achieve a win-win situation for themselves and users.