摘要：We propose to analyze an interaction of power supply company and consumers as a game in which the retailer’s goal is to maximize its profit, and the consumer’s goal is to maximize its utility. The utility function of each consumer is described proceeding from the form of the loss function of the consumer, and one of our goals in the submitted paper is to find how to describe this load function mathematically. We want to develop an economic mechanism that help the power retailer to find an optimal strategy on the set of possible loads and tariffs. They should satisfy a set of constraints binding these two variables by natural requirements imposed on the values of the consumer utility functions.
