In the energy shortage and environmental pollution dual pressures, new energy automobile industry has become an important field of global industrial transformation and upgrading. Through a comprehensive review of the development of new energy automotive industry, based on the initial buying behavior perspective,four main influencing factors impacting on consumer have been discovered, including product quality, consumer value orientation, cost and population factor. For the four factors and the status of industrial development, the measures are proposed, including policy-based product lifecycle support, increasing R & D investment and public procurement and regulatory information dissemination system, to create a new energy automotive industry market development environment.%在能源紧缺与环境污染双重压力下，新能源汽车产业成为全球产业转型升级的重要领域。本文通过对新能源汽车产业发展的全面审视，基于消费者购买行为视角提出了影响消费者采纳新能源汽车的四类主要影响因子，包括产品质量因子、消费者价值取向因子、使用成本因子以及群体影响因子。在此基础上，文章针对四类影响因子以及产业发展现状，提出可以通过基于产品全生命周期的政策扶持、加大研发投入、公共采购以及规范信息发布制度等措施来营造新能源汽车产业市场的发展环境。
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