According to the reliability rate of power supply and the table of load limiting order, this article designs the weighted reliablilty rate as the cost-sharing index of an electricity end-user, builds a reliability pricing model of the electricity end-users based on the economic principle of opportunity cost and the market principle "high quality and high price". The study selects the different reliability samples from a domestic local grid company, collects the users' actual datas and calculates the electricity price of various reliability users. The research shows that the reliability pricing of the electricity end-users helps to improve the whole social economic efficiency. The calculating results can be refered to the market-oriented reform of existing terminal electricity price system in China.