Abstract: Along with the change of management mode of electric power industry, electricity pricing is changing from governmentfixed pricing to conference pricing and competitive market pricing. The electricity competitive pricing mechanizm was discussed emphatically, its origin and development history were investigated, the main forms and features of compretitive electricity pricing were researched. The strategy for power generation company to deal with the competition was descussed initially.

Key words: power market, electricity pricing, strategy of generation company