In many countries, the electricity industry is turning from monopoly structure to competitive environment. In this process, which is known by the general title of restructuring of the electricity industry, different countries are moving with different models to make this industry competitive. Restructuring in the electricity industry has affected various issues in the operation and planning in this field, and new issues have arisen in these areas. In the competitive environment of the electricity industry and with the emergence of different energy markets, one of the important issues which plays a key role in the utilization and profitability of generation companies is the electricity pricing. Given the fact that competitiveness and incomplete information are two inseparable features of the electricity market, these factors have been taken into account in this thesis; and for pricing at different power consumption intervals; a game theory approach has been implemented. In addition, in recent years the increasing need of resources, especially electricity, and on the other hand, issues such as the reduction of fossil fuel reserves, increased greenhouse gas emissions and global warming, fuel prices and so on. Demand side management has been considered as a strategy to reduce and control energy consumption. In Iran, since 2007, pricing policies which control consumers' consumption have been on the agenda of the electricity distribution company. In this study, by modeling the structure of the Manufacturer-retailer supply chain for the Iran's electricity industry and considering three models of collaboration among the members of the supply chain, we tried to investigate the effect of equilibrium pricing on consumer's consumption behavior and we provide some strategies to reform customer's consumption. Keywords : Power (Energy) Pricing, Power (Energy) Supply Chain, Game Theory, Demand Side Management, Demand Response, Consumption Reform, Nash, Stackelberg, Centralized model.