Abstract: The development of new energy vehicle is inseparable from many factors such as policy stimulus and technological innovation. This article first expounds the stimulus-organism-response (S-O-R) theory, and then analyzes three factors that affect the sales of domestic new energy vehicle, namely policy incentive, infrastructure construction and driving and riding experience. Finally, the sales acceleration improvement strategies of diversified expansion of communication channels, innovative improvement of application technologies, and perfect after-sales service system are proposed, providing valuable references for the development of the new energy vehicle industry.

Key words: new energy vehicle; sales; driving experience; policy incentives

摘要： 新能源汽车的发展与政策刺激、技术创新等众多因素密不可分，文章首先阐述了刺激- 有机体-反应（S-O-R）理论，然后分析了政策激励、基础设施建设、驾乘体验三项影响国内 新能源汽车销量的因素，最后提出了传播渠道多元拓展、应用技术创新改善、售后服务体系 完善的销量提速改进策略，为新能源汽车行业发展提供了有价值的参考。

关键词: 新能源汽车；销量；驾乘体验；政策激励