1.Guangdong Power Exchange Center, Guangzhou 510030, China;2.Department of Electrical Engineering, Tsinghua University, Beijing 100084, China

In the retail market, the willingness and the selection rights of power users should be respected when retailers design retail pricing packages,so that it is guaranteed that the designed retail pricing schemes are closed to the outcomes in the real market. Based on this, a pricing strategy for retail pricing packages considering self-selectivity of users is proposed. The users' strategic behaviors and self-selection behaviors are taken into account in the strategy, and the retail packages with reasonable types and rates are formulated for the same users such as industrial, commercial or residential users. This strategy aims to meet the diverse needs of users and mobilize the potential user-side resources to participate in the retail market. Firstly, the utility, strategic behaviors and selection behaviors of users are deeply analyzed and modeled. Secondly, the related models of market share, power purchasing cost and operation risk of retailers in the retail market are constructed. On this basis, considering the limitation of practical situations, the package pricing optimization model with the objective of maximizing the retailer profit is established. Finally, the data set of users in a district is used to verify the package pricing optimization model. The result shows that the model is feasible and effective in considering users' strategic behaviors and self-selection behaviors.