A Study On Electricity Purchase And Marketing Strategies Of Electricity Retail Companies Under Bilateral Transactions

On March 15,2015,the Central Committee of the Communist Party of China and the State Council officially promulgated Article 9 on the reform of electric power system,which opened the prelude of a new-round reform of electric power system.As the focus of this round,the reform of the electricity selling side and the electricity retail company have been paid much attention and aroused extensive discussion.Looking back on 2016,electricity retail companies sprang up like bamboo shoots after a spring rain.Within three years,they surged to 3600.The market atmosphere was active and the trading was unprecedented.However,the prospects are not long.Only two years later,the electricity retail companies began to suffer large losses.A large number of electricity retail companies applied for delisting voluntarily,which is alarming.In fact,as a new market entity in the current electricity market,the role and significance of electricity retail companies have not been fully valued and treated objectively.They are often regarded as a "two-sided speculators" who buy and resell and earn price differentials.Meanwhile,due to the large influx of peers in short term,the single business model and the homogenization of the product,most of the electricity retail companies have difficulties in operation,and even the situation of batch-to-batch inversion has emerged in Guangdong market.Based on the practical experience in the electricity retail company,the author makes a qualitative analysis of some basic issues on the electricity selling side,and makes a quantitative analysis of the electricity retail company's purchasing and selling strategies under bilateral transactions on the basis of game theory.The main work is as follows:(1)A qualitative analysis of the definition,classification,business model and existential value of electricity retail companies is carried out from a practical perspective.This paper restores the true form of electricity retail companies in the market,points out the fundamental difference between the electricity retail company and the power grid corporation,analyses the profit sources of the whole electricity selling side,clarifies the important role of the electricity retail company in the market,and lays the foundation for the follow-up research.(2)Based on the division of the user group and user utility as the core,this paper establishes a utility model of user's selection for electricity retail companies,introduces evolutionary game theory,and constructs the master-slave game model of the evolutionary game of users' selection for electricity retail companies at upper-level and the non-cooperative game among generators at lower-level,so as to depict the transaction among the generation side,the selling side and the consuming side,and analyze the purchasing and selling strategies of electricity retail companies under the bilateral transaction.(3)Starting from the transfer of the retail contract,based on the traditional revenue function,the game theory is introduced to construct the cooperative game model of the electricity retail companies.This paper analyses the strategies that each participant may choose,studies the possibility of cooperative game among electricity retail companies,and draws the conclusion that the profit can be improved by cooperation among electricity retail companies under favorable conditions.