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With the deregulation of the retail electricity market and the increase of the types of electricity price packages, electricity retail companies provide the recommended service of price packages for users, so as to improve the market competitiveness and user stickiness of enterprises. The existing research does not fully consider the impact of user characteristics and package attributes on recommendation results. This paper proposes a hybrid recommendation method of retail electricity price package based on the characteristics of power users and the multi-attribute utility of price package. Firstly, the hierarchical model of hybrid characteristics of power users in retail electricity market is constructed based on the tree structure, and all characteristics are analyzed quantitatively by proximity measurement method. Then, based on the multi-attribute utility theory, the utility model of retail electricity price package to users is constructed. Secondly, the accurate recommendation of the package is realized according to the characteristics of power users and the multi-attribute utility of price package. Finally, the rationality of the hybrid recommendation method of the retail electricity price package is verified by empirical analysis. This study provides valuable support for user to choose the retail electricity price package and improve the competitiveness of power retail companies.

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