Abstract
To address the issues of imprecise user segmentation, inadequate handling of fuzzy evaluation information, and low recommendation accuracy in current electricity retail package recommendations, a novel recommendation method based on K-prototypes clustering and interval-valued intuitionistic fuzzy theory is proposed. First, a multi-dimensional user profile is constructed, incorporating five numerical tags—such as monthly average electricity consumption and monthly load factor—and two categorical tags: industry characteristics and value-added service demand. The K-prototypes algorithm is employed to cluster users, effectively resolving the profile distortion problem caused by the neglect of categorical features in traditional K-means clustering. Second, interval-valued intuitionistic fuzzy numbers are introduced to transform user linguistic evaluations into quantitative indicators. A projection measure-based model is established to objectively determine attribute weights, thereby eliminating subjective weighting bias. Finally, a comprehensive ranking of electricity retail packages is generated by integrating satisfaction levels of similar users and similar measures of new users. The recommendation performance is validated using Root Mean Square Error (RMSE), Kendall’s τ, Normalized Discounted Cumulative Gain (NDCG@5), and Discrimination Index (S). A case study involving users from a region in China demonstrates that the proposed method reduces the Root Mean Square Error (RMSE) to 0.32, which is 31.25% lower than the next best traditional method (K-prototypes + equal weight clustering with RMSE = 0.48), accurately addresses the core demands of diverse user groups, significantly improves recommendation precision and user satisfaction, and exhibits substantial practical application value.