There is provided a DR (Demand Response) countermeasure proposal device in which the communication unit receives a power consumption reduction, the rule database stores instrument control rules related to instruments, the rule ranking history database stores information on a ranking of the instrument control rules, the display displays the instrument control rules according to the ranking, the rule ranking changing unit changes the ranking of the instrument control rules in response to an instruction input from the customer, the DR execution unit selects at least one instrument control rule by execution of which the power consumption reduction request is satisfied in descending order of the ranking of the instrument control rules, and executes the at least one instrument control rule to control operation of at least one instruments related thereto.
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