With the openness of the retail side, the distributed generation and the energy storage unit in distribution network can be managed and funded by new energy investment enterprises and energy saving service institutions. Differing from the tradition, these owners which called the independent benefit identity take the benefit maximization as their objectives. This paper proposed the concept of virtual micro-grid agent and established the two-stage game model including the active distribution management system (ADMS), virtual micro-grid agents and power users. Based on the operating mechanism of the active distribution network (ADN) with different stakeholders, the multi-type virtual micro-grid agents are motivated to allocate generation outputs actively through competitive price bidding and users in demand-side can obtain various options of electricity price and time so as to improve the electricity efficiency of terminal users and reduce electricity costs. Finally, the effectiveness of the game model in ADN market operation is varified by simulation.