Abstract: In the industrial chain system composed of battery suppliers, new energy vehicle manufacturers and retailers, in order to improve the endurance of vehicles, based on the shareholding strategy, backward integration and forward integration with new energy vehicle manufacturers, the main decision-making body integrated and two-way integrated Stackelberg game model is built, so as to compare and analyze the optimal decision value in different situations, and the optimal strategic decision of new energy automobile manufacturers is studied. The research results show that: compared with the non-integrated strategy, the three integrated strategies can improve the endurance of vehicles and the profits of new energy automobile manufacturers, and the integrated strategy is better than the non-integrated strategy; when the two-way shareholding ratio meets certain conditions, the two-way integration strategy has the highest car endurance, which can increase the profits of new energy vehicle manufacturers while increasing the profits of battery suppliers and retailers, and in achieving the coordination of the industrial chain, it is the best choice for new energy vehicle manufacturers.

Key words: new energy vehicle industry chain, auto endurance, shareholding, integrated strategy, coordination