考虑用户有限理性的售电公司峰谷组合电力套餐设计

中国电力零售侧市场化程度逐步加深,售电公司须为电力用户提供有针对性的电力套餐以保障其市场占有率和持续盈利能力.为此,提出售电公司峰谷组合电力套餐零售模式并构建了考虑用户有限理性的电力套餐设计双层优化模型.在上层模型中,售电公司以购售电收益最大化为目标优化峰谷电力套餐参数及其在电力市场中的购电策略;在下层模型中,用户以购电综合效用最大化为目标进行峰谷组合套餐定制,考虑了裕度电量价值及从众心理对有限理性用户决策的影响,同时基于锚定效应模拟了用户在选购电力套餐后的用电行为.以某地居民用户为对象进行仿真分析,结果表明售电公司可通过设计峰谷组合电力套餐激励有限理性用户主动调整用电行为,提高购售电收益.

Peak-Valley Combination Electricity Package Design for Electricity Retailer Considering Bounded Rationality of Consumers

With the ever-deepening marketization on the electricity retail side in China, electricity retailers are urged to provide targeted electricity packages for electricity consumers to ensure their market share and sustainable profitability. To this end, a peak-valley combination electricity package mode is proposed for electricity retailers as a new retail product, and a bi-level optimization model for designing the electricity package is built considering the bounded rationality of consumers. In the upper-level model, the parameters associated with the peak-valley combination electricity package and the electricity purchasing strategies of retailers in an electricity market are optimized to maximize the electricity purchase and sale revenue of retailers. While in the lower-level model, the objective is to maximize the comprehensive utility of a consumer through the customization of an electricity package. The value of the excess electricity and the impact of herd mentality are considered in the decision-making of a consumer, and the anchoring effect is introduced to model the electricity consumption behavior of consumers after purchasing electricity packages. Simulation results of a sample example with residential consumers in a given residence illustrate that the revenue of electricity retailers can be enhanced by encouraging consumers with bounded rationality to actively adjust their electricity consumption behaviors by designing the peak-valley combination electricity packages.