Under the background of smart grid, the two-way interaction of grid side and user side keeps upgrading continuously. An automatic demand response strategy considering load characteristics and suitable for different users is proposed based on intelligent communication and automatic management system. Firstly, based on user’s historical data and real-time price, the strategy calculates the available electric power in every period of a day. Then an optimal scheme dicision model is established to choose optimal strategy of different period from a strategy set of various demand response schems. Different demand response strategies have their own advantages on priority, fairness and flexibility. The decision factor of the optimal decision model can be set differently according to users’ different preference,thereby users’ preferences and requirements are satisfied. The analysis results of example show that the proposed strategy can help user obtain favorable effect of energy saving, cut the electricity expenses, and decrease the load difference between peak and valley load of grid.