The invention provides a power demand response intelligent decision method based on price and excitation. The method includes the steps of (a) collecting a sample, (b) obtaining an industrial load, (c) obtaining a moment load, (d) building safe operation constraint conditions, (e) building tolerance constraint conditions, (f) obtaining controllable load gross, (g) solving payback load gross, (h) building a basic demand relation, (i) building controllable time constraint conditions, (j) building a user benefit constraint function, (k) building a comfort degree optimal function, (l) building an electricity cost constraint function, (m) building a participation cost constraint function, (n) building a fairness constrain function, and (o) solving an optimal solution. By means of the intelligent decision method, an electric use time interval is adjusted to be a low-electricity-cost time interval, electricity consumption is reduced in a high-electricity-cost time interval, and electric charge is reduced; a user reduces power demands when a system needs or during power shortage, so that a peak load shifting function is achieved, and normal power supply is guaranteed.