Research On The Competitiveness Analysis Model Of Electricity Retailers Under The Power System Reform

In March 2015,the document on deepening the reform of power system was issued by the State Council,and then in November 2015,the policy document on promoting the reform of the power sales side was issued by the NDRC(National Development and Reform Commission)and other departments,marking the official start of the reform of power sales side in China.With the continuous promotion of the reform of power sales side,there will be more types of electricity retailers,and the competition among them will become more and more fierce.In addition to maintaining the original power business,electricity retailers also need to attract more users through value-added services.In the increasingly fierce competition environment,the evaluation of the comprehensive competitiveness of electricity retailers will help them effectively enhance their competitiveness.In this paper,the discussion was around the comprehensive competitiveness of electricity retailers.First of all,the current situation of the reform of power sales side were briefly analyzed,and the types of the electricity retailers were analyzed,including power grid retailers,power generation retailers,industrial park retailers,power grid related retailers and independent retailers,then two profit models of the above-mentioned electricity retailers were analyzed,namely,traditional electricity purchase and sale mode and value-added service mode.Secondly,price competition and non-price competition factors of electricity retailers were put forward,and the competitiveness evaluation index system of electeicity retailers was constructed from three aspects,at the same time,the competitiveness evaluation model of electricity retailers was built based on the fuzzy comprehensive evaluation method,and the applicability of the evaluation index system and model was verified by the horizontal and vertical application scenarios.Then,based on the evaluation results,corresponding improvement strategy for different retailers were proposed.Thirdly,the power sales market was divided into different development stages based on the different preferences of users,a market force model was built to dynamically measure the competitive level of the retailers,and competitive strategies were provided for the retailers based on the calculation results.Finally,Based on the game theory and Bertrand model,the pricing model of electricity retailers was constructed,and their optimal decisions were obtained through the analysis of examples.