Direct load control（DLC） is an important measure of demand response in electricity markets. As a flexible incentive mechanism， designing rational DLC implementation strategy and optimizing DLC decision are crucial to its successful implementation. Based on the analysis of DLC implementation process， DLC is applied to electricity purchasing and selling risk management for power suppliers and the benefits of implementing DLC for power suppliers are explored. Fuzzy membership functions are adopted to reflect customer composite satisfaction of participating DLC and the equity index of DLC schedule is presented. Furthermore， a multi-objective DLC decision model which considers the benefits of both power supplier and customers is introduced and then solved by non-dominated sorting genetic algorithm II. Numerical results are finally used to prove the effectiveness of the proposed model， which is beneficial to ensuring multi-faceted interests and realizing multi-party win.