With the opening of electric retail side, premium power value-added service has become a main concern for both sensitive customers (SCs) and new electric retail companies (NERCs). However, due to the lack of appropriate investment strategy and optimal premium power investment scheme (PPIS) determination method, the premium power market is difficult to form, thus SCs’ demand for premium power is difficult to meet. Under such condition, how to determine the investment strategy and choose the optimal PPIS are problems that need to be solved. Motivated by this, this paper proposes a multi⁻participant premium power investment strategy and an optimal PPIS determination method. Suppose that the NERC and the corresponding SCs have already been determined, according to two⁻sided matching theory, taking SCs’ and NERC’s disappointment⁻rejoicing psychological perceptions into consideration, premium power perceived utility (PU) (i.e., the perceived effectiveness or satisfaction degree) can be obtained, and a multi-objective optimization model of investment scheme is established. Finally, a field survey has been conducted by the authors on typical high-tech manufacturers (HTMs) located in a High-Tech Park in Sichuan, China. The matching results have been verified by the actual survey. The proposed method is a good way to manage the premium power market.