Power market reform puts forward higher requirements for the reactive power auxiliary service mechanism and reactive power optimization of the power system. How to realize the marketization of reactive power auxiliary services and optimize the regulation of reactive power resources while ensuring power system voltage quality and safe and reliable operation is an important topic for reactive power voltage automatic control. Based on the power market environment, a segmented quotation rule for reactive power auxiliary services is proposed, and a power purchase cost model is constructed when the unit is in phase and when the phase is delayed. A multi-objective reactive power optimization control method considering reactive power auxiliary service rules is proposed, and the actual operation mode of a provincial power grid is simulated, analyzed and discussed. The simulation results verify the effectiveness, economy and balance of reactive power regulation effect of the algorithm, and meet the practical application requirements in the power market environment. This work is supported by the Science and Technology Project of State Grid Corporation of China (No. 5211QZ180070) “Research on AVC System Considering Reactive Power Auxiliary Service Rules in Power Market Environment”.