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Considering the investment decision-making problem of EQ in the ESC and the characteristics of peak-valley pricing, corresponding models for EQ invested by electricity generators (EG) and electricity retailers (ER) were developed in this work. The following conclusions were obtained from this study: (1) The EQ and the electricity prices during peak and valley periods (PVP) as well as the electricity demand during PVPs decreased with the increase in the electricity quality investment cost coefficient (EQICC); (2) When the EQICC is low, the EQ input by the EG can provide lower electricity prices during PVP. On the contrary, when the EQICC is high, the EQ investment of the ER provides lower electricity prices during PVP. (3) ER investing in EQ can bring higher EQ and profits than EG.<\/jats:p>","DOI":"10.1051\/ro\/2025009","type":"journal-article","created":{"date-parts":[[2025,2,11]],"date-time":"2025-02-11T08:50:22Z","timestamp":1739263822000},"page":"847-875","source":"Crossref","is-referenced-by-count":0,"title":["Investigating the investment strategy of electricity quality in the electricity supply chain considering peak-valley pricing policy"],"prefix":"10.1051","volume":"59","author":[{"given":"Wei","family":"Chen","sequence":"first","affiliation":[]},{"given":"Mengyao","family":"Cui","sequence":"additional","affiliation":[]},{"given":"Yawen","family":"He","sequence":"additional","affiliation":[]},{"given":"Fuying","family":"Jing","sequence":"additional","affiliation":[]}],"member":"250","published-online":{"date-parts":[[2025,3,31]]},"reference":[{"key":"R1","doi-asserted-by":"crossref","first-page":"880","DOI":"10.1287\/mnsc.2015.2161","volume":"62","author":"Zhou","year":"2016","journal-title":"Manage. 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