As one of the key points of the new round of power system reform, the power-sale-side reform will lead to major changes in the terminal sales model of domestic power market. In this background, aiming at the problems of improving the competitiveness of electricity retail service, firstly, the overall pattern of the future power market and the business models of the power sale company under the background of the new electricity market reform are discussed. Secondly, the factors which influence on the competitiveness of the power service and their action paths are analyzed, and the structural equation model is also constructed. Finally, through model fitting, the key factors and their action mechanisms of affecting the competitiveness of domestic electricity retail service are empirically studied. The research results show that under the opening electricity retail environment, for a power sale company it is the key point to enhance the competitiveness to develop personalized and comprehensive value-added services to enhance the competiveness.