Retail side competition will be introduced as the next step of Chinese electricity market development. Under this environment

retail side monopoly will be broken

which leads to a significant change in the marketing strategy of retailers. In this paper

new challenges for retailers and consumers under competition environment are discussed firstly. Then the customer behavior model based on a psychological method is proposed for simulating the behaviors of electricity consumers to select retailers and electricity contracts. For retailers

a novel marketing strategy considering the influence on interruptible load and consumer behavior is modeled to determine electricity fixed price

up-low limited real-time price and energy procurement allocation. Finally

numerical simulation is used to show the essential features of proposed model.